I don't think the problem is with Saab's corporate heritage. We all get that. The problem that I have with Saab personally now is that their "Born from Jets" slogan is a horrible slogan. When I think of a car born from jets, I think of a car with heavy performance abilities, and all kinds of technological features, not a bunch of rebadged GMs. I am also very doubtful most people know where Saab started, and how they got where they are. I have encountered many people out there who feel the Saab's new advertising slogan is pretty dumb, and although my evidence to this is completely my own heresay, I am sure there are many more people out there that feel the same.