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NEW YORK Saab is launching its first image campaign in over a year to support several new and refreshed vehicles and to help anchor the drifting brand to something tangible: the firm’s history as a maker of fighter jets. Saab will use the platform to tout performance, technology and even fuel efficiency, a company representative said.
The effort, via Interpublic Group’s Lowe in New York, backs four new products for model-year 2006, including the 9-3 Sport Combi, a redesigned 9-5 flagship and an Aero (Saab’s performance moniker) version of the 9-3, with a V6 turbocharged engine.
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