The Saab 60th Anniversary Program, Feb 6th (Day 1)

Posted on 09. Feb, 2007 by in 2000-2009

The Saab 60th Anniversary Program

On February 6th, I arrived in San Diego, California and was greeted by a friendly individual at the airport holding a prominent Saab sign and was escorted into a brand new Saab 9-3 SportCombi in ice blue along with my friend and colleague, the editor of Nines, the magazine for the Saab Club of North America, Seth Bengelsdorf.
tower23hotel.jpgWe then proceeded towards our destination, the Tower23 Hotel in downtown San Diego. Tower23’s modern architecture made the accomodations an appropriate venue for a Saab event with the transparency, openness and clean lines, all core elements of Scandinavian design. Upon immediate arrival, we were both graciously welcomed by Saab Automobile Communications Manager, Jan-Willem Vester at the door and kindly provided a black gift bag, embossed with the Saab logo and “Born From Jets” tagline in silver. The contents of the bag included a copy of Erik Carlsson’s “Mr Saab” book for an autograph opportunity, a “Born from Jets” Pen, a very well done nametag with lanyard, a Saab Factbook with 60 milestones accomplished by the Saab brand since 1947, along with a 60th Anniversary Press kit including a CD featuring photographs of both the 9-3 and 9-5 Anniversary Editions as well as photos of each and every one of the vehicles in the Saab Automobile USA Heritage Collection.

saab_rooftop1.jpg The evening on the day of our arrival included a sundown reception on the rooftop Tower23 overlooking the Pacific ocean. The reception was a pleasant opportunity to meet and greet rally legend, Eric “On the Roof” Carlsson (Mr. Saab) , former President of SAAB-SCANIA of America Inc. from 1979 to 1991, Bob Sinclair and current president of Saab Automobile USA, Jay Spenchian among many other notable guests.

Following the reception, dinner was held in the intimate “wine room” at Tower23. The dinner was kicked off by a toast from Erik Carlsson, Jay Spenchian, Jan-Willem Vester as well as current vehicle line director at Saab Automobile in Sweden, Jörgen Nylén who has worked with Saab since 1979. The promising future developments of Saab were discussed and some of the highlights include five new product launches in the next year, along with a clear direction on Saab Automobile’s focus on alternative fuels, those being ethanol (short-term), hybrid (mid-term), and hydrogen (long-term) solutions.

saab_sundown.jpg Our first day into the event was extremely pleasant, and promising with the information provided about the future direction of Saab Automobile in terms of the brand, design direction and the product lineup. It was quite clear that the writers, journalists and other internet media that were invited, were very impressed by the attention to detail and the overall quality of the experience, this early in the program. We all ended the evening with a feeling of excitment about what day two had in store for us.

Click here for Day 2.

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  1. Saab History » Saab History Enjoys A “State Of Independence” - June 7, 2008

    […] In February of 2007, I was first invited by Saab Automobile USA as a member of the media to attend the 60th Anniversary event in San Diego, California. Since that time, I now participated in the Saab 9-3 Drive Event in Washington, D.C., the Saab 9-3 Turbo-X North American Launch at the Boston Auto Show, the Saab 9-4x BioPower Concept North American Debut in Detroit, Michigan, the Saab 9-X BioHybrid Reflective in NYC and now, the most recently, the Saab 9-3 Turbo-X test drive back in Boston, Massachusetts. I think it’s important that I have cover these activities as a Saab owner and a passionate enthusiast, so that we can see what Saab Automobile are doing these days. It is my intention to maintain this independence so that I continue my ability to write from an objective perspective. […]

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