Home > Encyclopedia of Major Marketing Campaigns > Saab Automobile AB

• FIND YOUR OWN ROAD Campaign
• Saab's Aerial Antecedents
• Further Reading

Trollhattan
S-46180
Sweden
tel: 46 520 85000
website: http://www.saab.com

FIND YOUR OWN ROAD Campaign

Overview

Saab, the acronym of the Swedish Aircraft Company, was established in 1937 to produce military aircraft for the Royal Swedish Air Force. After World War II the company began to make automobiles, and several Saab models competed successfully in European car races. Saab introduced its first production automobile, the Saab 93, to the United States at an auto show in 1956. Originally, Saab sold few cars in North America. But in 1990 General Motors Europe acquired 50 percent of Saab, and...