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'Fly Saab Drive Saab' Cross-Branding Campaign

13 March 1999

Saab Cars USA, Inc., Saab Aircraft Leasing and Business Express Airlines Team Up On 'Fly Saab Drive Saab' Cross-Branding Campaign

    NORCROSS, Ga., March 12 -- Saab Cars USA, Inc. and Saab
Aircraft Leasing will unveil a new cross-branding campaign today at Boston's
Logan International Airport, the main hub of Business Express Airlines, an AMR
Eagle partner operating 43 Saab 340 aircraft.
    Featuring the Saab 9-5 car and its sister product, the Saab 340, the "Fly
Saab Drive Saab" brand campaign is designed to capitalize on the brand equity
of the Saab name.  Highlighting the safety, design and performance of Saab
cars and Saab aircraft, Business Express Airlines will provide the launch pad
for the campaign throughout its network, which offers connections to more than
1,000 cities on six continents.
    The partnership features a number of promotional elements, including "Fly
Saab Drive Saab" decals on all 43 Saab 340 aircraft, a Saab/Business Express
Airlines business center featuring convenient phone and fax access in the
Boston gate area and a Saab 9-5 car display in the airport terminal.  In
addition, all Business Express Airlines passengers will have a chance to win a
Saab 9-5 lease, a Saab 340 simulator flight or a Business Express round-trip
ticket through collateral material in all BEX seatbacks and gate areas.  The
"Fly Saab Drive Saab" campaign will run for three months.
    "Both Business Express Airlines and Saab will benefit from increased
awareness of our respective brands.  Our goal is to make 'flying a Saab' part
of our customers' vocabulary, instead of having them referring to aircraft
based on size or engine configuration," said Michael Magnusson, President of
Saab Aircraft Leasing.
    Business Express Airlines President and Chief Operating Officer Gary Elmer
noted, "We are pleased to be the first regional airline in North America to
kick off this branding campaign.  It will benefit the regional airline
industry as a whole as our passengers are more aware of the premium quality of
our Saab fleet."
    Dan Chasins, Executive Vice-President and Chief Operating Officer of Saab
Cars USA, Inc. added, "most automotive consumers, particularly here in the US
market, are unaware of Saab's impressive aircraft heritage.  Saab's roots as a
manufacturer of state-of-the-art commercial and military aircraft has always
led Saab to build better cars, and this heritage differentiates Saab in a very
positive way from its competitors."
    Saab Cars USA, Inc., a wholly owned subsidiary of Saab Automobile AB,
markets and distributes Saab's innovative 9-3 Coupe and 5-Door Sedan, 9-3
Convertible and 9-5 Sedan and Wagon automobiles through 215 retail partners
across the United States.