This second post-elimination ad hinges on similar themes — high technology, but not at unwieldy cost. “Leaders must also take responsibility. There can not be too heavy a price for leadership. The Gripen IN’s low life cycle cost makes it a responsible leader through its lifetime.”
Week Before Final Indian Fighter Draw, Gripen Makes 2nd Price Pitch
I’m willing to be corrected on this, and I don’t know if anyone’s noticed, but Gripen is the only aircraft from among the four jets that were eliminated in the MMRCA competition, that still advertises and makes a public pitch. In August, three months after Saab was among four vendors knocked out of the race, it placed an advertisement in magazines talking about cost — a direct snipe at the high reputed price of the two aircraft the Indian government had selected for the final toss-up — the Eurofighter Typhoon and Dassault Rafale. And now, just about a week before the MoD opens commercial bids, Gripen had the advertisement you see above, in magazines (I saw this one in Vayu).