From The Spirit of Saab, Rolf Bleeker, page 107
"A Saab is exactly what you want.
The question is: what exactly is a Saab?
The question is still being put, and the answers are the same as they always were. A Saab is:
·	a large car
·	a fast car
·	a safe car
·	an economical car
·	a durable car
·	an estate car, or station wagon
·	a car for the future
·	a Saab is the most intelligent car ever built."
This whole-page advertisement was issued for the first time in the Wall Street Journal on 16 August 1979. It ended Saab's era of uncertainty about their own identity in the States. It marked also the end of uncoordinated marketing strategies.