Saab Cars USA, Inc.: Life Is Not A Spectator Sport campaign
Guy CunninghamOVERVIEW
Saab Cars USA, Inc., was the American affiliate of the Swedish company Saab Automobile AB, which was in turn owned by the General Motors Corporation, a Detroit-based corporation that was the largest automaker in the world. Saab was in a difficult financial situation in 2002; it lost $504 million worldwide that year alone. This came on the heels of mediocre sales throughout the early 2000s, both worldwide and in the United States, Saab's biggest market. Saab hoped that the introduction of its new 9-3 Sport Sedan...