Saab Automobile’s New
Corporate Symbol Derived From Company’s Aircraft
Heritage
Saab Automobile has adopted a new corporate symbol. The
new symbol has been designed to more clearly visualize
the values that lie in the brand name. It continues the
evolution of the past Saab symbols, and its history –
steeped in aircraft – follows the colorful history of
the Swedish company.
It all began with aircraft
In 1937, the newly-founded Svenska
Aeroplan Aktiebolaget — abbreviated to SAAB — began
construction of an aircraft factory in Trollhättan,
Sweden. Aircraft production began the next year and
during WWII, nearly one thousand people were employed
at Saab building Swedish bombers and fighter aircraft.
The company’s corporate symbol was the drawing of a
twin-engine propeller aircraft viewed from the front.
The letters S-A-A-B were suspended under the fuselage
and the outstretched wings.
In 1939, Saab moved its design and administrative
departments to Linköping, Sweden, and it was there that
Saab’s first car emerged. On June 10, 1947, Saab used
its cafeteria to unveil the car to the press. The car
shown to the journalists was prototype No. 2 — Saab
serial No. 92002. Waiting outside was the first
prototype — the Saab 92001 — which is on display today
at the Saab Car Museum in Trollhättan. The front of
this original Saab carries a fictitious badge designed
to confuse any curious onlookers during the secret road
tests.
When car production officially began in December 1949,
an aircraft-inspired emblem was fitted to the front of
the hood. The letters SAAB against a blue background
were written in a square with rounded corners, and two
chromed wings sprouted out in opposite directions from
the bottom of the square.
The corporate symbol and the brand name still consisted
of the drawing of a twin-engined propeller aircraft.
But the letters SAAB had now been moved up, elongated
and radiated upwards from the aircraft silhouette.
Although the company name was usually written in
capitals letters — SVENSKA AEROPLAN AKTIEBOLAGET — the
word “Saab”, even then, was always written in
lower-case letters. Saab’s badge design was retained
through 1962. The next year, the corporate symbol
containing the propeller aircraft was incorporated into
the radiator grille, and the following year — on the
1964 models — an elegant chromed emblem with the same
motif also appeared on the trunk lid.
The Saab-Scania Group
The company name was changed on May
19, 1965. The earlier Svenska Aeroplan Aktiebolaget
became Saab Aktiebolag. The first completely redesigned
car — the Saab 99 — was presented on November 22, 1967
and gave an inkling of what the new Saab logotype would
be. Instead of the tall and slender SAAB emblem, the
trunk lid was fitted with an elongated badge of modern
design, with the letters joined together into an
ideogram.
When Saab-Scania was formed in 1969 by the merger of
Saab Aktiebolag and Aktiebolag Scania-Vabis, the
logotype of the new group was designed using the same
typeface as the Saab logotype, but written in capital
letters: SAAB-SCANIA. The car badges were also
gradually changed. Up to the 1973 models, both the Saab
95/96 and the Saab 99 had the original 'classic'
corporate symbol with an aircraft in the radiator
badge. However, the 1974 models were fitted with a
simple, stylish Saab emblem, fully in line with the
general identity rules of the Group.
A new Group symbol
In May 1984, Saab-Scania presented a
new Group symbol for the entire Saab-Scania Group. The
automotive manufacturing traditions of the Group were
symbolized by the mythological animal, the Griffin.
Vabis produced its first factory-made car in 1897, and
when Scania unveiled its first car in 1901, it too used
the Griffin as a symbol. This mythological animal —
half lion and half eagle — was the symbol for vigilance
and was included in the coat of arms of the County of
Skåne (Scania is Latin name for Skåne) where these
companies originated.
The roundel symbolized what the high-tech group of
companies stood for — high-class products on the ground
and in the air. The symbol was designed by the
well-known artist Carl Fredrik Reuterswärd and, with
the 1985 models, was fitted both to Saab cars and
trucks and buses from Scania.
New Saab company symbol
The mythological Griffin is also
linked to Linköping, the city to which Saab aircraft
production was concentrated after moving from
Trollhättan in 1959. Linköping has city rights dating
back to the 1280s and is the cathedral city and seat of
county government of Östergötland County, the coat of
arms of which also includes a Griffin. So it is no mere
coincidence that one of today's most advanced aircraft
— the JAS 39 — bears the name Gripen (Swedish for
Griffin).
In addition, the name Griffin has also been used on
Saab cars when, in the spring of 1992, the Saab 9000
Griffin was launched as the top-of-the-range model.
The new Saab corporate symbol is an evolution of the
previous corporate symbol produced by Carl Fredrik
Reuterswärd in the mid-1980s, and consists of a navy
blue round plate with a golden-crowned Griffin head in
red, under which the name SAAB is written in silver.
Like Saab’s global Retail Environment Design (RED)
approach to new dealership facilities, the new symbol
has been designed to profile Saab more clearly and
visualize the values inherent in the brand name. It
will be featured on all 2001 Saab models.
SAAB GOES TO THE EXTREME — ON THE BIG SCREEN
Saab Cars USA is worldwide exclusive sponsor of new
large format (IMAX® type) adventure sports film
Saab Cars USA is the worldwide presenting sponsor of
the giant screen adventure Extreme—Filmed With IMAX®
Cameras. The film features the best athletes in the
world as they challenge the most intimidating forces of
nature, in some of the world’s most remote and extreme
places.
Skiing and snowboarding perilous untouched mountain
peaks; climbing vertical frozen waterfalls and
magnificent red-rock spires; surfing this century’s
largest waves and windsurfing El Nino strength winds,
Extreme will make audiences part of the action like
never before. Viewers will feel like they’re personally
experiencing these extreme sports adventures, courtesy
of the unique IMAX® camera filming process. All footage
is shot on 15/70 mm film, with a negative ten times the
size of traditional 35 mm film. Images are then
projected with crystal clarity onto eight-story high
screens.
“Saab owners aren’t the type of people who sit on the
couch all weekend — they love action, adventure and the
outdoors, which made this sponsorship opportunity
almost a ‘must-do’ for us,” said Sal Gatbonton,
promotions manager, Saab Cars USA, Inc. “Extreme is all
about pushing the envelope when it comes to performance
and control of potentially dangerous situations--and
that’s very much the backbone of our product
philosophy.”
As the presenting sponsor, Saab has also introduced a
line of Extreme merchandise through its accessory
program, including CDs, videos, logo wear and more. All
merchandise will be available through Saab’s U.S.
dealers, or can be ordered online at
www.saabcatalog.com.
Saab Cars USA, Inc., headquartered in Norcross,
Georgia, is a wholly owned subsidiary of Saab
Automobile AB, Trollhattan, Sweden. For the latest
available information on Extreme, visit the Extreme web
site at www.extreme70mmfilm.com.
SAAB CONTINUES SUCCESSFUL PARTNERSHIP WITH GARY FISHER
BICYCLES
For 2001, Saab and Gary Fisher enter into a third year
of their unique partnership to help each company grow
their respective brand. Both organizations share a
passion for breaking the rules of conventional design
and challenging the status quo.
In 1947, Saab Aircraft engineer Gunnar Ljungstrom broke
the rules of conventional automotive design by creating
a car with the aerodynamic shape of an airplane wing,
proving that form and function weren’t mutually
exclusive in a passenger car. In 1974, Gary Fisher
broke the rules of bicycle racing by designing the
world’s first “all-terrain” bike, proving that bikes
didn’t just have to go down the hill—they could go up,
too. While separated by nearly three decades, the birth
of these two brands signaled a challenge to the status
quo. Today, Saab and Gary Fisher Bicycles continue
their quest to bring new ideas and insightful solutions
to the art of four- and two-wheeled transportation. The
companies have also successfully oined forces in
bringing their shared philosophies and world-class
products, to rule- breakers around the world.
“Breaking the rules, challenging the status quo, is
what Gary Fisher is all about. That attitude, along
with the company’s innovative line of products, has
tremendous appeal to us” said Sal Gatbonton, promotions
manager for Saab Cars USA. “At Saab, we’ve always
believed that conventional wisdom doesn’t provide the
best answers, and we actively seek out brands like Gary
Fisher Bicycles who share this philosophy.” Gatbonton
emphasized that the relationship isn’t a traditional
sponsorship. “As we’ve done the past two years, we will
continue to help each other pinpoint new opportunities
to grow our respective brands.”
For the third consecutive year, Saab Cars USA remains
Gary Fisher Bicycles’ exclusive automotive marketing
partner for 2001. For the racing season, Saab will have
a prominent presence at both national and World Cup
mountain bike events — both on the sidelines and on the
off-road course. The Gary Fisher Saab Race Team, which
includes 1996 Olympic Gold Medal and 1997 World
Championship winner Paola Pezzo and World Cup and NORBA
National winner Mary Grigson, will be competing in
exclusive team wear featuring the Saab logo. The Saab
name will also be featured on team bicycles and
accessories, as well as on all team promotional
materials. In addition, approximately 300 grassroots
riders will be sporting Gary Fisher Saab Race Team
jerseys, and thousands of additional jerseys will be
retailed to local riders. The full line of team wear
will also be featured in the Saab accessory program.
Saab 9-5 Wagons will serve as the team’s four-wheeled
transportation. “The Saab 9-5 Wagon is the ideal car
for people who want a high level of performance,
safety, long-distance travel comfort, and maximum
versatility,” said Nate Tobecksen, media director, Gary
Fisher Bicycles. “Innovative features like
CargoTracks™, which give us optimum flexibility when
we’re strapping down the volumes of stuff we need to
transport from race to race, are invaluable. And,
because the 9-5 Wagon has the coolest styling out of
any utility vehicle on the market, as well as
incredible off-the-line torque, our racers usually
battle for the car keys.”
Gary Fisher Bicycles is one of the world’s leading
brands of performance bicycles sold through specialty
retailers. As chief designer, Gary Fisher continues to
be one of the most creative forces in cycling, with a
bicycle line that includes highly engineered,
American-made aluminum alloy and steel mountain, luxury
and children’s bikes. In addition to his innovative
concepts in bike design, Fisher also creates a full
line of helmets and accessories.
Saab Cars USA, Inc., a wholly owned subsidiary of Saab
Automobile AB, Trollhattan, Sweden, is the U.S.
importer and wholesaler of Saab 9-5 and Saab 9-3
automobiles. Since the 1947 debut of Saab’s first
passenger car, the superbly aerodynamic Saab 92, Saab
has continued to build on its heritage as an aircraft
manufacturer by introducing numerous engineering and
design innovations. Featuring such world-first
technologies as the Saab Active Head Restraint system,
and an asymmetrically turbocharged V6 engine, Saab’s
2001 model line continues to exemplify Saab’s spirit of
independent thinking.
SAAB FOR 2001: ONSTAR TELEMATICS
SAAB OFFERS LATEST GENERATION ONSTAR TELEMATICS SYSTEM
STANDARD ON ALL MODELS
Saab is only European brand to provide advanced,
voice-activated telematics standard
• Enhanced OnStar system supports Saab’s Real-Life
Safety philosophy
• Voice-activated technology provides safer access
• Virtual Advisor provides access to web-based services
• Saab includes 12 months of premium service
For 2001, Saab promotes its tradition of innovation,
technology and real-life safety by becoming the first
European brand to introduce advanced, voice-activated
telematics services standard in all of its U.S. models.
This telematics system — the latest generation OnStar
system — uses wireless technology and state-of-the-art
voice recognition and text-to-speech technology to
provide hands-free security, information and concierge
services.
OnStar uses Global Positioning System (GPS) satellites
and wireless communication to link the driver and
vehicle to the 24-hour OnStar Center, where advisors
provide real-time, personalized help. OnStar’s
safety-enhancing services include automatic air bag
deployment notification, stolen vehicle tracking,
emergency services and roadside assistance with
location and route support. For 2001, these services
expand to include voice-activated, hands-free personal
calling, in addition to hands-free access to e-mail and
Internet-based services like stock quotes and
personalized news and sports. Saab also provides
12-months of premium service standard with each
vehicle.
Voice-activated System Provides Safer Access
The OnStar system in 2001 Saab
models is a hands-free, voice-activated interface. This
type of system is more convenient and easier to use
than a system that requires a driver to use a telephone
key pad or study a console display.
“Our customers, who are among the highest Internet
users of any car brand, are demanding enhanced
communication services for their car,” said Sean
McNamara, Saab’s U.S. Director of Product Planning.
“Therefore, we are continually searching for safer
platforms to offer these services. OnStar’s latest
generation system is an excellent solution for Saab
owners.”
There are nearly 75 million cell phone users in the
U.S. and research indicates that 50 to 80 percent of
that cell use occurs in the vehicle.
“OnStar provides our owners with valuable safety and
security features and exciting communication tools, all
delivered in a safety-conscious manner,” adds McNamara.
With the voice-activated interface, OnStar subscribers
just need to press the “white dot” button once and then
use simple voice prompts to make a personal call or
receive access to Internet-based services. The touch of
the OnStar button or the emergency key connects the
driver with an OnStar advisor.
The simplicity of a one-touch wireless connection and
ease of hands-free communication allow a driver to keep
both hands on the wheel of their Saab and their eyes on
the road.
Virtual Advisor provides access to
Internet-based information
OnStar’s personalized in-vehicle
communications and information system, Virtual Advisor,
provides up-to-date information like weather, stock
reports, sports, news and e-mail. An owner can
customize the information through a personalized OnStar
web page accessed through www.saabusa.com. The
information can then be accessed from the vehicle and
delivered through the audio system. The subscriber just
needs to provide simple commands like “Get my e-mail,”
or “Get my stock quotes,” to receive the information
from Virtual Advisor. The system can be interrupted and
given commands at any time while activated.
The latest Saab OnStar system also includes Personal
Calling through a nationwide wireless service, and
places a completely integrated, voice-activated
hands-free phone in the vehicle. Each vehicle will have
its own phone number for incoming and
outgoing calls to any number, providing the a safer way
to place a call while driving.
Subscribers pre-purchase minutes on their personal Saab
OnStar web page. These minutes are required for use of
Virtual Advisor and are an additional charge to the
included 12 months of premium service.
OnStar and Real-Life Safety*
OnStar takes Saab’s Real-Life Safety
philosophy to a new level. For example, the system will
automatically place an emergency call if the airbags
(front or side) are deployed in a crash. The call is
received as a priority at the OnStar center with the
vehicle’s location and the phone number of local
emergency authorities instantly appearing on the
advisor’s screen.
If a Saab is stolen, the owner can initiate remote
tracking by calling OnStar and providing the correct
security code. OnStar will then contact local
authorities and locate the vehicle, guiding the police
to the vehicle’s location.
Concierge Services Help Make Life a Bit
Easier
The OnStar system also provides
Saab’s customers with a 24-hour connection to concierge
services like:
• Real-time, advisor-assisted route guidance — OnStar’s
database contains over five million listings of
businesses, ATMs and more
• Personal assistance with services such as booking
hotel reservations or airline tickets, ordering flowers
or 100 other customized services
• Roadside assistance
• Vehicle location assistance when parked in a crowded
lot by flashing the vehicle’s lights and activating the
horn.
Program Pricing**
Saab is the only European brand to
provide such extensive voice-activated telematics
services as standard equipment across its entire model
range. Saab provides 12 months of premium service with
all 2001 vehicles.
After the initial 12 months, a Saab owner can choose
from two plans — a basic Safety And Security Plan or
the comprehensive Premium Service Plan. The Safety and
Security Plan includes airbag deployment notification,
vehicle theft tracking and emergency assistance. The
comprehensive Premium Service Plan adds route guidance
and all concierge services to the Safety and Security
Plan.
Rollout Program Details
All 2001 Saab models will be
equipped with this latest generation OnStar system. The
network to provide all of the advanced services will be
activated by OnStar throughout the fall of 2000.
Therefore, advanced features like personal calling and
Virtual Advisor will be available to all Saab customers
starting in early 2001. The Saab customers who
purchased a vehicle before the system is completely
active will receive a package of free minutes from Saab
to use for personal calling and Virtual Advisor once
these services become available.
Possible Insurance Discounts
Saab owners who have an active
OnStar subscription may be eligible for a discount on
their auto insurance premium due to the system’s theft
recovery system. The amount of the discount ranges from
15 percent to 30 percent and varies by state and
insurance company, so owners should contact their agent
for further information.
* OnStar requires wireless service to be available and
operable for features to function properly. OnStar
non-performance may be caused by act or omission of
cellular carrier or a third-party service provider,
automobile battery or other equipment failure.
** Service contract required after one year for
continuation of OnStar service.
SAAB FOR 2001: HSUS RELATIONSHIP
SAAB AND HUMANE SOCIETY OF UNITED STATES CONTINUE TO
WORK TOGETHER TO PROMOTE PET SAFETY
To help pet owners make travel safer and more
comfortable for their animal companions, Saab continues
to offer a full line of vehicle accessories
specifically designed for pets who travel.
For 2001, Saab Cars USA and The Humane Society of the
United States (HSUS) continue to remind travelers that
pets are family, too. Saab helps pet owners travel
safely and more comfortably by offering a full line of
pet travel accessories. Saab Pet Gear, which is
reviewed by and meets the mission principles of The
HSUS, debuted with the introduction of the Saab 9-5
Wagon. This custom-designed line of accessories was
developed when Saab discovered that over 60 percent of
its owners have pets who travel with them frequently.
Saab consults with The HSUS to provide these owners
with products that improve the safety and convenience
of traveling with pets.
Saab Real-Life Safety — for owners and their
pets
Saab's Real-Life Safety philosophy,
which stipulates that safety systems and structures in
Saab vehicles be designed to protect occupants in
real-world collisions, extends to all Saab occupants
including pets. Pets are subject to the same safety
hazards as their owners when traveling unrestrained in
a car. In addition to injuring themselves if left free
to roam in a moving car, they can injure occupants
during an emergency evasive maneuver or in an accident.
Saab has included the Batzi Belt™ in its Pet Gear
line-up, a unique pet restraint system that attaches to
one of the rear three-point safety belts. It allows
pets freedom of movement yet still provides safer
restraint. The Batzi Belt™ is available in three sizes
to accommodate both small and large pets.
Saab also offers the VersaLeash™, a restraint system
designed specifically for the cargo area of the Saab
9-5 Wagon. It provides a pet with the mobility to move
about the cargo area but will restrain them when
necessary through the use of an adjustable rubber
coated steel wire that hooks to the 9-5 Wagon's
CargoTracks™. Other safety-related Pet Gear specific to
the 9-5 Wagon includes a Cargo Guard that separates the
cargo area from the passenger compartment to restrain
pets or cargo from moving forward and a Cargo Space
Divider to keep pets safely separated from other cargo.
Saab also offers a Pet Harness that fits around the
neck and torso of the pet for safe restraint. It should
be utilized with the Batzi Belt™ or VersaLeash™ and can
be used with a leash when walking the pet outside the
vehicle. Saab and The HSUS advise that restraints
should never be attached to collars.
Comfort and convenience are key
Saab's Pet Gear accessory line-up
also includes a number of convenience items that make
traveling with pets easier. Examples include:
• W.A.G. (Water and Gear) Bag – A gear bag that helps
carry everything needed for a pet — including a bladder
which holds up to a gallon of water.
• Orthopedic Pet Mat — Allows pets to travel in
comfort.
• Travel Bowl – A unique bowl that features a flat
bottom and a cinch-top to keep food or water from
spilling.
• Approach Pack – A pet 'backpack' that lets a
four-legged hiking companion help carry some of the
load when exploring the great outdoors.
• A Pets Welcome Book that details "pet-friendly"
accommodations, parks and other travel spots throughout
the U.S.
Saab is continuing to consult with The HSUS on
expanding its line of Pet Gear products and is donating
ten percent of its costs of Pet Gear to The HSUS.
All Saab accessories — including Pet Gear, Saab
wearables and Saab product accessories — can be ordered
at a local Saab dealership or by calling 800-SAAB-USA.
In addition, the complete accessory line-up is
available online at www.saabcatalog.com.