Saab promotes independence in new advertising push

Saab has been promoting its new ownership following its sale from General Motors with an “independence event” which concludes today.

The Swedish car marque, which has been sold been to Dutch luxury automotives firm Spyker Cars is holding the event in a bid to reassure drivers that the brand still has a future. It has played on its heritage using the phrase “Re Björn”.

In full-page newspaper ads, the brand claims: “Saab are celebrating. A new owner. A new era. A bright and secure future. And you can celebrate too. With significant savings and offers across our New and Approved Used models you can not only get yourself a great Saab for less, but even win back the price you pay!”

As part of the sale agreement, Spyker intends to form a new company, Saab Spyker Automobiles, which will carry the Saab brand forward. It also negotiated the acquisition of all the outstanding shares in Saab Great Britain Limited, the UK distribution, marketing and sales company for Saab, from General Motors UK Limited.

Saab Great Britain’s agencies of record were Luton-based BMB Ltd, Draftfcb London, Just Media and Lowe & Partners. It is unclear how this roster will be affected under the new ownership.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here