I only heard about this book a few years ago, it was produced as a special promotion around the launch of the new Saab 9-3 back in 2001 – after months of searching I found a copy.
It’s nicely designed and very Saab, so much so, I went out and exchanged a BMW 5 series for a stunning 9-3 HOT Aero after leafing through its beautifully produced pages. It feels unashamedly Saab, selling the exclusivity and innovation we all associate with owning a Saab.
“How come a car from a small factory, in a small city, in a small country far away can attract people all over the world? Perhaps it is the comfort and the driving characteristics that do it? Or the turbo engine and the performance. Perhaps it is because it is so safe. Maybe it is the design that is the attraction. Perhaps all of it. We believe that people who choose a Saab do so because of its personality. We have 0.3% of the world market and it will probably remain in that neighbourhood. Our goal is not to build lots of good cars, but to build fewer great cars. To own a Saab is to belong to a small group of people, all with their own reasons for choosing a Saab. The common denominator is that you have chosen a car that stands out from the crowd. Welcome to a small but exclusive club. We hope you will remain a member for life”.
Part of my love for Saab has always been its Swedish heritage, and this book captures a little part of that. If you get a chance to buy a copy sometime, grab it, it’s a great thing to have.