Psychological test cards featuring optical illusions were chosen to explain that, like a Saab diesel, they are more complex than first impressions would suggest. Is it a diesel, or is it a petrol? The illusions engaged the consumer in the intelligent and witty manner that defines Saab as a brand. Both art direction and copy were crafted to look like a science book to add to the ‘under clinical laboratory conditions’ theme.

‘Auto Perception’ generated sales of almost £1 million. The pack, and others like it, helped Saab reach its year-end sales target in 2004 – selling 25% more cars than in 2003.