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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.