Mercedes overshadows Saab at Detroit show

Luca Ciferri is senior reporter at Automotive News Europe.
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.

But Mercedes-Benz put up a massive poster that covered a hotel facade near the Saab cars. Thus the Saab display is overshadowed by a giant, red Mercedes SL with its gull-wing doors opened. Maybe next time Saab should also consider the background when it books its outside-the-show display.