Join Date: Dec 2005
Location: Montpelier, VA
Bikes: The keepers: 1960 Raleigh Lenton Grand Prix, 1968 Ranger, 1969 Magneet Sprint, 1971 Gitane Tour de France, 1973 Raleigh Tourist, 1973 Lambert, 1973 Schwinn Super Sport, 2 - 1988 Rossins
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Originally Posted by bac
That's the implication.
And that's the whole purpose of advertising - to imply. They're not claiming environmentally perfect, hybrid gas mileage, or anything else in that category.
Saab is attempting to position itself as a prime possibility for an upper middle class Yuppie or DINK, someone who cycles, is environmentally correct and active, still wants to balance his love of the planet with his desire for an entry level luxury car with a minimum of guilt. Saab does do the performance of a larger, gas hogging, carbon spewing six cylinder (see Mercedes, BMW, and Lexus) with a 2 liter four cylinder that's turbocharged.
No, it ain't no Prius or electric car. In it's class, however, it's definitely a more intelligent option. And no, it's not going to deliver 35+ mpg, it's too large, heavy and luxurious a car. For the next generation 9-3, GM is seriously considering downsizing one platform size, then make the 9-5 the size and weight of the current 9-3. Sounds good in my book.
And under that definition, it succeeds. There's nothing wrong with that ad - other than it being played too often on the FIRST day of the Tour, much less the following three weeks. Likewise, last year's "Born from Jets" campaign. It's as accurate as advertising goes, Saab did come out of an aircraft corporation. Once again, it was overrun on the first day, much less three weeks of it.
By the way, Saab has tied itself in with Garmin-Chipotle, and I think they're doing team cars for a couple of other cycling teams. They're certainly giving more support to cycling than Mercedes, BMW, Volvo etc.
"No wonder we keep testing positive in their bicycle races. Everyone looks like they're full of testosterone when they're surrounded by Frenchmen." ---Argus Hamilton