Scrappy Saab comes up a little short.
This ad is the rough equivalent of hanging an all-Cs report car on the refrigerator. And while we appreciate Saab’s honesty, we’re not sure what the point of this comparison was. Because—please check for yourself—it seems like Volvo won this showdown.
Published for the 1972 model year, this ad for the Saab 99, the only Saab sold in the U.S. that year, boldly compares the 99 to its natural and geographical rival, Volvo. In this case, the 144.
And for those not in the know, it is my understanding that the Saab/Volvo rivalry—at least in Europe–was no less intense that the Chevrolet/Ford entrenchments here in the Sates.
What we learn from this comparison is that the Saab is not only smaller than the Volvo, it is less powerful, doesn’t brake as well, boasts less trunk space, and is less maneuverable. This is roughly analogous to me adding a line to my resume about my gambling addiction, and preference for working nude at the office.
Now, the Saab does recover—a bit. Scroll down the list of Saab failures, and you see a number of impressive tech features claimed by Saab, and not Volvo. These include desirable rack-and-pinion steering, energy absorbing bumpers, and dual-channel brakes.
What’s funny, is that most period car enthusiasts with an appetite for Swedish metal likely would have opted for the Saab. While the slower car, the Saab’s overhead-cam engine revved more freely. Additionally, the Saab was generally more fun to drive, with more direct steering, better handling, and likely better real-world fuel economy. Also, the Saab is better looking.
Who knows why Saab ad types felt compelled to run this ad? Volvo was the better-selling car, so perhaps the Saab folks just wanted their car in on the conversation?
Amusingly, the ad makes no mention of the Saab’s front-wheel-drive layout, a feature which gave the car a clear advantage in the snow, and arguably an advantage in terms of low-speed handling.
Truth be known; this editor would have gone with the Saab. It’s general quirkiness relative to the Volvo’s more stolid nature is enough of a selling point for me. Also, the Saab just looks cool, and when you’re shopping esoteric European small cars, that counts for something.
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1972 Saab 99E Pictures
Click below for enlarged images
