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.

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