Saab Debuts 'Change Perspectives' Campaign in the US

The North American division of Saab is set up to introduce the new 9-5 model to the US customers, as the new sedan will arrive at nationwide dealerships in mid-July. Dubbed "Change Perspective" the campaign focuses on the company’s heritage, design and performance attributes.

First off, television radio, print and online advertising will feature the "Move Your Mind" tagline and will be placed on major media channels. This, in fact, is Saab’s first TV ad since late 2008.

"The 'Move Your Mind' campaign concept fits perfectly with the Saab audience," Parveen Batish, Saab's Executive Marketing Director, said in a release. "Our customers want the quality and performance that come with a premium brand, but they don't want the pretense associated with some of the established premium brands."

The revived brand also launched the Change Perspective website that incorporates the new television ad and information on Saab safety, heritage and performance. We accessed the website and played a bit, took a virtual tour and we must admit it is quite catchy.

No wonder the online platform has won the 2010 New York Festivals Gold Award for Interactive Design, Silver Award for Digital and Interactive and Bronze Award for Innovative Advertising.

Aside from the new 9-5, Saab is also preparing the US market for the new Saab 9-3X premium crossover, the 9-3 sport sedan, 9-3 sportCombi and the 9-3 convertible and 9-4X premium crossover to be revealed later this year.

All Saab vehicles feature an all-turbo powertrain lineup with the Aero models featuring a 2.8-litre V6 Turbo Engine with 300 horsepower at 5,300 rpm and Sentronic six-speed automatic with transmission and paddle shifting.