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Mercedes overshadows Saab at Detroit show
January 10, 2011 - 9:49 am ET
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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.
You can reach Luca Ciferri at lciferri@crain.com.
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