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Saab Engineer Creates Marketing Image [saabnow]
Posted by The Saab Network (more from The Saab Network) on Sat, 18 May 2002 14:03:02
Message from The Saab Network
Subject: Saab Engineer Creates Marketing Image
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Saab Engineer Creates Marketing Image
During the early development stages of the new 9-3 Sport Sedan, Saab's chief
chassis engineer, Ekkehard Schwartz, was asked to describe the carls core
appeal. His immediate response was a quick sketch, but not of the car itself.
He drew the image of an exhilarated driver.
Sketch: http://www.saabnet.com/tsn/models/2003/pr2.html
Norcross, GA - The whole idea, Schwartz explained, was to build the
car around the driver, focusing on achieving a rewarding, interactive
experience behind the wheel. Every element of the design of the new Saab 9-3,
therefore, aims to enhance communication to and from the car, involving
rather than insulating the driver. That includes the design of the chassis,
the powertrain, the steering, all controls and the immediate driver's
environment, the cockpit of the car.
The key element of the sketch is the big grin to the driver's face, Schwartz
emphasized. The pure joy of driving is, ultimately, what it's all about.
Schwartz' original sketch has now been adopted as the central image in an
international marketing campaign to announce the arrival of Saab's first
compact sports sedan. 'My artistic abilities may be rather limited, but it is
clearly the message that counts,' he noted. 'Although I think I'll stick to
my career in chassis development work.'
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