23.5.2002
Flagship Saab City Center showroom opens in London's Piccadilly

Saab Piccadilly, Saab Great Britain's flagship City Centre showroom, is now open for business at 77 Piccadilly, London. It's the first Saab City Center in the UK.

Saab Piccadilly is the first Saab City Center showroom of its kind in the UK, and only the fifth in the world, and is a reflection of Saab's radical new marketing and retail strategy: Saab Unlimited.

Saab Unlimited is the new, customer-centric approach from the Swedish premium car manufacturer, which involves a complete overhaul of the existing dealer network across the UK. The Saab City Center showroom provides a structure and environment in which to develop active and long-term relationships with customers. Saab Piccadilly, situated in the heart of London, is readily accessible to customers visiting the city on either business or pleasure.

Specially crafted conical glass imported from Sweden forms part of the elegant new showroom, which not only reflects the Saab brand but also provides a clean, contemporary and uncluttered environment for the launch and display of all current and future products.

On the lower level at Saab Piccadilly is The Platform – an extensive, neutral space designed as a venue from which to explore the multifaceted elements of Scandinavian culture. Fashion shows, art exhibitions and Swedish furniture displays are just a few of the events already planned at The Platform.

"We are delighted to be opening the doors of Saab Piccadilly to our customers", said Jonathan Nash, Managing Director of Saab Great Britain. "This flagship showroom is a clear reflection of the Saab brand and our position as a premium car manufacturer. With Saab Unlimited we are dedicated to meeting and exceeding the expectations of our customers through a fresh approach to sales, and we look forward to welcoming both new and existing customers to Saab Piccadilly".

Parveen Batish, General Manager of Marketing for Saab Great Britain, added, "The Platform at Piccadilly provides a clean, uncluttered space in a prime location that can be transformed into anything from a venue for a fashion show to an art gallery. An ongoing events program is planned which will not only embrace and reflect our customers' interests, but also promote Scandinavian culture and heritage."

Further information on Saab Piccadilly and up to date information on events at The Platform can be found at www.theplattform.co.uk.