I have to admit, I like the current advertising campaign by Swedish automaker Saab, which emphasizes that Saab cars are “Born From Jets”. Their web site has a nice history of Saab, explaining how it was originally an aircraft company. The car division was created after World War II when engineers from the aircraft company designed and produced the first car, the Saab 92.  Even though today the aircraft company (Saab AB, which manufactures the canard-equipped Gripen fighter) is completely separate from the auto company, Saab still proudly touts their aviation heritage.  As their web site proclaims: “To this day, many aspects of Saab vehicles are inspired by aircraft produced by Saab AB. After all, aviation is an industry that requires boldness and vision, as well as an understanding of advanced technologies and a passion for uncompromising performance. These are traits shared by our automotive engineers”. 

I drive a 1999 Saab 9-3, and though it doesn’t necessarily look like a fighter jet, I am impressed with the performance, efficiency and safety features. Plus, it has those quirky Saab features such as the ignition switch on the floor console between the seats, and a button called Night Panel.  This button darkens all gauges and lights on the main instrument panel except the speedometer, with the intended purpose to allow you to focus more attention on the road when driving at night. Though my old Saab may not look like a fighter, Saab’s new concept car, the Aero X, does have some similarity, especially with the swing-up “canopy” for entry and exit.

This Saab advertising highlights how the skills and knowledge of aero engineers can be applied successfully to other industries.  I think it’s all good whenever the aerospace industry and aero engineers are portrayed in a cool fashion to the general public, so thanks Saab.