Style & Culture


Wed Dec 11 2013 16:44:52 GMT+0000 (Coordinated Universal Time)

"Every year, automakers launch holiday advertising campaigns in hopes of encouraging people to buy their products. During the late 1950s, the Swedish automaker Saab Automobile AB came up with a fun idea for its Christmas cards. Saab apparently asked the following question: what kind of car would Santa Claus drive? If one were to take Saab’s word for it, Santa would be the proud owner of a Saab 93.

The Saab 93 was a small economy sedan. Manufactured between 1955 and 1960, the 93 was specifically designed for operation in difficult driving conditions one encounters in Sweden. Sweden is noted for its harsh winters, which tend to be long, cold, and snowy. At the time of the 93’s production, much of the country’s highway network consisted of rough gravel roads. In order to create a car that could effectively cope with such extraordinary conditions, Saab adopted a number of unorthodox design ideas when it developed the 93. The end result was a unique car that was well-suited for the driving conditions of its home country.

Saab presented the 93 as Santa Claus’ car of choice in its advertising Christmas cards during the late 1950s. Although done in a light-hearted vein."
Read more about the Saab 93 here:
Image & article thanks to the Hagley Museum and Library