Saab may return to Detroit Auto Show in 2012

Saab aren’t participating formally at the NAIAS in Detroit this year, but that doesn’t mean they’re not there at all πŸ™‚

From Automotive News:

Saab’s decision to display its entire product lineup near the main entrance of Cobo Center, site of the Detroit auto show, seemed like a cost-effective move.

The idea: Do not spend serious money for a stand on the show floor, but get a lot of exposure anyway.

Mercedes Benz hung a big sign on the side of the Hotel Pontchartrain, which overshadowed the Saab display a little, but I’m sure they’ll still be seen by those that need to see them.

Saab are underneath this —->

Of course, the press have all received invitations to visit Saab’s SNO HUS display, where they will partake of an announcement related to some “exciting high performance news” (I read that as Hirsch).

I’ll bring that news as soon as the press release comes online.


The Detroit Free Press are saying that Saab executives are talking with NAIAS people about Saab coming back to the Detroit show in 2012.

Detroit auto show organizers are meeting today with executives of Swedish automaker Saab and Japan-based Suzuki about returning to the North American International Auto Show next year, the Free Press has learned…..

….Saab has set up an outdoor exhibit across the street from Cobo this week, on the patio of the former Hotel Pontchartrain, with a half-dozen cars and a tent. But it’s not an official NAIAS exhibitor and has no press conference as part of the show schedule.

The new 2011 Saab 9-4X crossover vehicle was publicly launched at the Los Angeles auto show in November.

Saab spokeswoman Michele Tinson said the carmaker may come in out of the cold next year with a presence on the NAIAS show floor, particularly if it has a new model to debut.

I think the decision to skip this year was an OK one. There’s no worldwide debut being made, so why spend the money (esp is there’s a cost-effective alternate way to talk to people)?

Any big show is a good show, though, so a decision to go back the NAIAS next year will be a welcome one.

12 thoughts on “Saab may return to Detroit Auto Show in 2012”

  1. This makes a lot of sense, especially if it turns out that the new 9-3 concept car (not production model) is released in Frankfurt. Maybe they would release the production model in Detroit to show how important SCNA is as a market for them?

    As said before, as Royal Oak is their North American headquarters and SCNA has been actively promoting Saab in metro Detroit already, I don’t think the car savvy local audience will miss out on much by having to stop at Saab outside the show (if the SNO HÜS sticks around for the show, is it just there for press days?). NAIAS is mainly geared towards press days anyways.

  2. That Merc banner may not end up generating the response they hope for. One could read that tag line as “Oh Lord…..why would anyone want to spend their money on this?!?” πŸ™‚

    The front end on that thing is not the most attractive car I have ever seen…

      • Do you mean the song “Oh Lord, it’s hard to be humble (when you’re perfect in every way…)”?

        Yes, that attitude does describe some Mercedes Benz drivers I have seen. Another reason I bought a Saab. πŸ™‚

  3. I think the line by the writer suggesting the think of a banner or placement better next time is a little dumb in my opinion. I see nothing wrong with Mercedes putting an ad up and don’t think it overshadows at all. I think it could possibly show that Mercedes sees us as competition as well. Always a silver lining to everything.

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