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Saab "Born From Jets" Tour

Drive the Friendly Skies

Created by sixteen aircraft engineers, Saab has always had a strong connection with the skies. In fact, the name is an acronym for Svenska Aeroplan Aktiebolaget (Swedish Airplane Company Ltd.), which still makes jets for various militaries around the world. Now owned by General Motors, Saab Automobile has nothing in common with the Saab aircraft company other than a shared history and the name.

Nevertheless, GM is hoping that connection will inspire excitement for its struggling Swedish division. Its "Born from Jets" marketing campaign can been seen on TV and in print, with 9-3s and 9-5s keeping up with modern Saab Gripen fighters. Now, the campaign will be taken a step further, as the "Born from Jets Tour" stops by air shows across the country. Utilizing an innovative trailer that resembles an airplane hanger, Saab will greet guests with interactive displays and offer them a chance to explore their full line of vehicles.

"Saab’s main challenge here in the United States is that we are not very well known," said Jay Spenchian, Saab USA general manager. "Once people get exposed to our expanded line of products and our unique aircraft heritage, they typically get excited pretty quickly."

August 19-20 Chicago Air & Water Show, Chicago
September 2-4 Cleveland Air Show, Cleveland
September 13-17 Reno National Air Races, Reno, Nev.
October 7-8 Fleet Week, San Francisco
October 21-22 Wings Over Houston air show, Houston
November 4-5 San Antonio Air Show, San Antonio

(Updated: 12/12/11 NW)

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