Saab Automobile AB, better known as just 'Saab', was a beloved Swedish car manufacturer founded in 1945. It managed to gain popularity both domestically and globally, being connected with brands like General Motors and Spyker. Sadly, it ended up filing for bankruptcy in 2012 due to several years of financial instability related to the change of ownership. Despite no longer retailing new cars, Saab remains popular today; its most successful model is the 900 series produced between 1978 and 1998, which sold over a million units worldwide. This speaks to Saab's legacy - while its physical production days are over, its spirit lives on. Saab's eye-catching ads made waves in the marketing world, as they sought to leverage their success in the aerospace industry to propagate their cars. This was a play on two fronts: firstly, by emphasizing the association with the aviation sector, they wanted to transfer some of that technological capability into the car production line; and secondly, using slogans like “A Saab will surrender its own life to save yours” and “The Command Performance Car”, they strove to highlight their excellent safety records. It would seem that this unique campaign worked excellently for them. In 1995, Saab-Scania officially separated into its original components of Saab and Scania-Vabis – signalling just how successful this approach had been for them.