SAAB Vehicles in Movies: From a Stylish Must-Have to a Cult Brand Product

This chapter focuses on the evolution of product integration of Saab cars in movies, ranging from background vehicles to cars driven by main characters—from Woody Allen, Richard Pryor, and Jack Nicholson to George Clooney and Anthony Hopkins, and from Meg Ryan, Bette Midler, and Lucy Liu to Reese Witherspoon and Blake Lively. The chapter concentrates on American movies, which are easier to document, more widely known globally, and cover the largest Saab manufacturer’s sales market. Research demonstrates that, with time, Saab cars have become more and more part of movie narratives. Traditionally, Saab cars appeal to those in the creative professions, college professors, and the affluent and educated somewhat reluctant customers. Through targeted advertising, its niche products became a favorite with women drivers. The company’s embedded marketing strategy was effective in enhancing brand identity, but failed to succeed in selling larger volumes of cars in more markets. Whereas the car manufacturer went bankrupt in 2011, the Saab brand still is a global premium brand, embodied by the frequent presence of its vehicles, now at least a decade old, in recent movies like Academy Award winner Drive My Car (2021): a treat for the brand community, well alive and kicking.