Saab at the New York International Auto Show – Summary

I’ve had an outstanding week in New York reporting on Saab’s presence at the New York International Auto Show. I have to thank all the Saab fans who came along to say “Hi” and support the brand at this important show. The north-eastern US is a crucial market for Saab and this is the biggest show in the region. Saab know this, which is why they bought plenty of eye candy for people to look at.

The week began with a nighttime photo-shoot with the Saab PhoeniX Concept for a major car magazine. The shoot was held in the meatpacking district of New York and whilst we can’t share any images from that night (yet), the reactions from passers-by were worth noting. You can read them at that link. The PhoeniX was a hit in New York, have no doubts about it.

That photo shoot culminated in a press introduction to the Saab PhoeniX Concept at Chelsea Piers. Jason Castriota led various members of the press around the car, explaining why the car was designed the way it was and the role that the car will play in terms of influencing Saab’s future vehicles. At that link, you can also see video of PhoeniX with the engine running and the car in motion.

Wednesday saw the first press day at the NYIAS and we took a first look at the Saab stand, beautifully presented as always, and well positioned amongst Volvo, Porsche, Audi, BMW, Jaguar, Acura and Spyker.

The rest of Press Day #1 at the NYIAS consisted of lots of interviews for the senior executive team present at the show. It was noticed that Saab’s retiring CEO, Jan-Ake Jonsson, was not at the show. This is the first major show I can think of that he hasn’t attended in the last 5 years and I guess it signals a changing of the guard – a difficult thing for a traditionalist, but that’s time marching on, I suppose.

The story at that link also took a look at just a few of the new vehicle details shown on the Saab 9-5 SportCombi and Saab 9-4x, which are being shown together for the first time – a wonderful sign for Saab’s future.

Jason Castriota took some time out to speak on video about the Saab PhoeniX Concept, how it feels one month after it’s debut in Geneva and what it’s like to see it in his home town, in New York.

Press Day #2 saw Saab’s NYIAS Press Conference, where Matthias Seidl introduced the new Saab 9-5 SportCombi to the US market, Jason Castriota introduced the Saab PhoeniX to the US market and Victor Muller addressed recent events effecting Saab. That link includes full video coverage of the press conference (10 minutes).

I finished the day with some Saab Art photos and I have to say I was pretty pleased with the results, too (I love this new camera)

Friday saw the first day where the show was open to the general public and it got quite crowded at the Javits Center, quite quickly. The Saab stand was busy (see the time lapse video at that link) and the product guys and girls were doing a fantastic job attending to visitors at the show.


The New York International Auto Show is off to a great start and I hope it only gets busier and busier. New York is a special place and it’s great to see Saab have such a good presence there for this show (holding on to that presence in the city itself has to be a priority task, now).

Enjoy your Easter holiday, and thanks so much for visiting Inside Saab during our first week!

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  1. Clearly it has been genius in NY and Geneva to have the Phoenix and the dramatic Saab “stage.” They worked like a giant magnet to draw attendees to the stand. Once there, we hope they noted the other, less dramatic finery: Independence Convertible, 9-4x and 9-5 Combi. Was fun, too, to have a Spyker right across the isle in NY.
    I did a lot of eavesdropping, and much of the comment I heard was very positive, and not necessarily from Saab-o-philes. There was a lament from one gentleman, who noted that the A6 hatchback, visible from the Saab display, had him wishing that the 9-5 was thus equipped.
    All in all, it was a great show!