They know I’ve received this email, so I may as well just play it in full.

From John S to SaabUSA:

Whatever happened to European Delivery returning for the 2009 model year? I’ve been on hold for a year, having deferred purchasing a car pending the return of the progam. Please advise if/when SAAB will reintroduce the program, otherwise I’m heading over to the Volvo dealer.

….and SaabUSA back to John S:

Thank you for contacting the SAAB Customer Assistance Center. We appreciate you taking the time to write us in regards to the Saab European Delivery Program (EDP).

I recognize that this situation has caused you a great level of frustration, and I hope that you can accept my sincerest apology on behalf of General Motors and Saab.

At this time, the Saab European Delivery Program is no longer available and Saab has no future plans of re-establishing this program.

And then, just to rub a little acid into the wound and prove that they were skipping classes during Public Relations 101, specifically the How to customise a pre-formatted email session, our “relationship specialist” adds the following:

If the you would like to test drive a Saab vehicle, I would like to refer you to your their local area Saab dealership.

If you should need to contact us in the future, simply reply to this message or call our SAAB Customer Assistance Center at 1-800-955-9007. Customer Relationship Specialists are available 24 hours a day, 7 days a week.

An unwanted invitation and atrocious grammar as well.

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Of course, the big news here is that Saab have irrevocably distanced themselves from the premium company they tell us they like to keep.

I’m not surprised that the EDP isn’t available for the 2009 model year given the current economic climate. These programs reduce profit margins and consume resources that Saab just don’t have right now. Heck, they’ve even turned the escalators and the voicemail off at the RenCen.

But to cancel the program completely? Forever? And this is how we find out?

And personally, I’m pretty disappointed that we’re finding out this way. I’ve been covering this issue since I first broke the news here at TS that the program was being suspended for 2008. At that time, we were told repeatedly that the program was suspended whilst they incorporated it into GM’s ordering systems (it had been run almost manually from Saab’s resources since day 1) and that it would return as an improved program, most likely for the 2009 model year.

The last time we covered the program was back in May. Eggs n Grits wrote the following:

Saab USA is pursuing a complete revision of the procedure and systems that touch the order of any Saab to create an option for European delivery right alongside all of the other options currently available. That is, Mr. Shannon and his staff are working to create a formal program that can deliver any Saab order to the Trollhattan vistor center, track overseas shipping in the same way that intra-US deliveries are tracked, automatically release the travel stipend to the buyer in a timely fashion, etc. In short, he’s looking for automation and consistency……

…..According to Steve Shannon, they are very close to the complete vision and scope of what they want, but now they have to implement the changes, which is a fairly lengthy process. When asked if the program would be back on track for next year, he explained, “Things are moving a lot slower than I thought they would. It probably won’t be available at the beginning of the model year, but maybe we could see it sometime in the next calendar year.”

Not to be, apparently.

Like I said before, I’m not totally suprised that it’s not back for 2009, but for such a momentus decision like the complete cancellation of the program to be taken with no notice given is just a total lack of respect for the brand’s customer base.

They KNEW that people were watching this. They KNEW that people were waiting for the program to be reinstated so that they could buy cars this way.

I’d suggest that given the current economic climate, people would have been quite understanding if a release had come from Saab informing everyone of the program’s demise. People would have been disappointed but known that it was a sign of tougher times. Now, it looks like times are tough and we’re being treated like mushrooms (i.e. keeping us in the dark and feeding us bullshit).

I wish I had better news to bring you today. The showing of the 9-X Air in Sweden had me on a real high because at least it felt like the Saab spirit was still alive. And it is. But this sure seems like a wet blanket not just because of the news, but also because of the way it’s been recieved.

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Here in Australia, the Melbourne Cup is known as the race that stops a nation. Residents in the state of Victoria even get a public holiday for it whilst the rest of us crowd around a TV at 3.20pm to see if our horse has come in first.

Saab have been a major sponsor of the spring racing carnival (of which the Melbourne Cup is the feature event) for some time now, and once again they’ll be pouring a large chunk of their sponsorship dollars into horseracing crowd. And the crowd will be clamouring to get in there, too.

Here’s what a major marketing effort for Saab Oz looks like…

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Saab Celebrates Fashion and Horsepower with their Sponsorship of the 2008 Melbourne Cup Carnival

Saab is a proud sponsor of the Melbourne Cup Carnival and has been since 1998. Derby Day kick starts the world renowned celebration and features four group one race’s including the highly competitive Saab Quality. This race is the last chance to qualify for the prestigious $5.65 million Emirates Melbourne Cup.

Saab will again host an exclusive marquee in the Birdcage and is set to turn up the heat when they bring a touch of Sweden to this year’s Melbourne Cup Carnival with the steaming ‘Song Sauna’ – another first for the races and a striking contrast to last years ‘Convertible on Ice’ theme. Thoughtfully created in conjunction with 2Fish Management, Saab’s three story marquee, newly located on millionaire’s row, is guaranteed to ‘Move your Mind’.

Saab is also an avid supporter of the illustrious MYER Fashions on the Field competition. This year, the winner of the National Women’s Racewear title, is set to make a fashion statement when she drives off in her very own Saab 9-3 Convertible to keep! Saab will also provide a 9-3 Convertible for a year to the winners of both Men’s Classic Racewear and the Design Award.

“Saab is a very proud supporter of the Melbourne Cup Carnival and its many facets including the Myer Fashions on the Field,” said Director of GM Premium Brands, Parveen Batish. “The Saab brand embodies unique design, creativity and individuality as does the Carnival, and we are excited to continue our commitment as we enter our 11th year of sponsorship with the Victoria Racing Club”.

Saab extends their sponsorship even further with vehicle provision to the Victorian Racing Club (VRC), Racing Rewards Members test-drive program, weekend prizes at VRC events, and the Parade of Champions, which are driven by Saab owners each year. Saab also goes the extra mile and chauffeurs VIPs and special guests to and from the track in their fleet of brand new vehicles.

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Saab Moves to a Different Beat at the 2008 Melbourne Cup Carnival

Saab is set to turn up the heat when they bring a touch of Sweden to this year’s Melbourne Cup Carnival with the steaming ‘Song Sauna’ – another first for the races and a striking contrast to last years ‘Convertible on Ice’ theme.

Thoughtfully created in conjunction with 2Fish Management, Saab’s three story marquee, newly located on millionaire’s row, is guaranteed to ‘Move your Mind’. The multi dimensional design is intended to reveal itself as guests move through the space. There is a surprise around every corner with separate, uniquely-themed areas which will provide the opportunity to relax, to revel, or soak up the action.

The Australian premiere of Saab’s renowned ‘Limited Edition’ Saab 9-3 Aero Convertible will turn heads in the exclusive birdcage precinct. Suitably styled for the racing season, the ‘Champagne’ coloured Convertible will be especially flown in from Sweden and its arrival is in celebration of spring at the Melbourne Cup Carnival.

“The Saab marquee, like our vehicles, has always reflected our commitment to style and design. This year our aim was to push the boundaries even further and create a unique and entertaining environment that is another first for Flemington and true to our individual Scandinavian style” says Parveen Batish, Managing Director of Saab Australia.

Like Saab, the marquee walls are multi-faceted, an expression of the brands individuality and unique appeal. The entrance level is the social hub, with unparalleled trackside views, a faceted bar, plasma screens and designer stools.

The luxury penthouse located on the upper level offers premier views of the track thanks to the elevated position in the marquee. State of the art stools line the vantage point and laid back furniture decorates the space, offering the perfect environment for guests to relax and soak up the atmosphere.

The highlight of the marquee is undoubtedly ‘The Saab Song Sauna’ – a dynamic lounge area with a difference. Located on the lower level, the cedar lined walls are reminiscent of a traditional Swedish sauna, the furniture is lounge style, comfortable, and designer cool. In the corner a stage provides the opportunity for guests to express themselves through what else but their favourite song.

Guests who prefer to take a back seat can settle in and listen to the hottest songs being played by some of the countries leading DJ’s. Guests can also look forward to an intimate performance from Saab’s exclusive international guest.

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September Heats up the Song Sauna on the Biggest Day in November

Saab is excited to announce that gorgeous Swede September (Petra Marklund) will be their exclusive guest at the 2008 Melbourne Cup Carnival and will be performing an intimate acoustic set in the Saab Song Sauna on both Melbourne Cup and Oaks Day.

September has been a major star in Europe for a number of years, topping the charts and selling Platinum and Gold with hits such as‘Satellites’, ‘Cry For You’ and ‘Until I Die’. In recent years September has been recognised and revered around the world breaking both the UK and US markets. This year she enjoyed a stunning 14 weeks in the top 20 of the UK singles charts(peak #5), and managed to secure the top spot in US Billboard charts.

Australia was introduced to Petra in July with her single ‘Cry for You’, and the response by music directors, editors and general public alike has been nothing short of stunning. With across the board playlist additions on hit music radio and TV she landed straight into the top 20 as the highest new entry, and has stayed there since.

September’s timely visit will also coincide with the release of her debut self titled album, which hits stores November 15th. “I’m so thrilled to be coming out to Australia to perform at Saab’s marquee as part of the Melbourne Cup Carnival celebrations. The opportunity to release my new album to Aussie fans in an environment that shares my Swedish heritage couldn’t be more perfect!” explains Petra.

Besides singer Petra, the September team consists of producer/songwriter Jonas Von Der Burg, and songwriters Niclas Von Der Burg and Anoo Bhagavan. Petra Marklund is 23 years old and just moved out of her parents’ house in Stockholm. She was still in high school when Jonas, Niclas, and Anoo approached her, looking for just the right unique voice that could lift their tunes to something that would move people on, as well as outside of, the dance floor. When the foursome first met up, Petra mostly sang jazz – and today, it’s her dark, soulful voice in combination with high quality hit songs that makes the trademark September sound.

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