Contra Vision XR sets standard for British version of Saab Unlimited retail revamp

London, March 4 -- - With pictures

- Architects and sub-contractors endorse see-through graphics on glass in dealerships

Saab's widely-acclaimed 9-3 saloon is now available in Britain and to welcome it, Saab's ninety British dealerships are investing an average of £200,000 each as part of a global refurbishment prescribed by the prestige marque's strategists in Gothenberg.

When Mikael Eliasson, Saab's Vice President Sales and Marketing, addressed the national conference of British Saab dealers and franchisees at the National History Museum in London last year, he outlined a radical retail revamp campaign called Saab Unlimited.

Every car would gleam like a glacier beneath selectively-placed lighting; every showroom would be bright, white and feature frosted glass. Sales teams would be as quiet and dignified as Sven Goran Eriksson, and virtually unseen. That is the plan, and British dealers like it - with a crucial amendment pioneered by Saab Great Britain.

Instead of the frosted glass designated in the Saab Unlimited blueprint to separate sales and administrative functions, Saab Great Britain introduced a British-invented, one-way vision transparent film that can be applied to glass partitions with a design facing the showroom but allowing staff behind to see clearly into the showroom.

"British dealers were not happy with frosted glass screens because they felt their salesmen would feel isolated," said Tony Howarth, After Sales Business Manager for Saab Great Britain. "We had to find a solution whereby salesmen could be behind the screen but retain visual contact. There was never any dispute about the benefits of cutting off the general clutter of a working environment from the customer's view."

The first dealer to lobby for see-through glass was Causeway Saab, of Chippenham. Howarth's solution quickly won their approval, and went on to carry the mass vote of the British franchise operation. The patented see-through graphics product, Contra Vision(R) XR(TM), has now set the standard for the unique British version of the Saab Unlimited blueprint.

Tony Howarth manages the Saab Unlimited project in Britain. "When Causeway Saab was certified by Par Axelstjerna - Project Manager - Retail Implementation, in Gothenberg (September 2002), it marked the highest approval for the Contra Vision(R) product. All the dealers liked it and wanted it; the standard was set for the British architects redesigning the dealerships," Howarth explained.

Tony Walker, managing director of Causeway Saab, explained why he and his team had been "nervous" when the revamp was unveiled. "Before, we had seven offices all looking out into the showroom. Anyone entering the showroom for service, parts or purchase could see their favourite salesman, or me, if I was in," said Walker. "We have a number of titled people and VIPs among our clients and my team was really nervous about losing the trust and intimacy built over years."

When a dealer decides to go the Unlimited route, he is assigned an architect from one of three practices approved by Saab GB covering Northern, Western and Eastern Britain. The architect then interprets the blueprint prescribed by Saab in a way that best suits the size, scale and environment of each individual dealership.

Glass is an essential part of Saab's policy to reduce the perceived presence of salesmen in the showroom and create instead a motor-show type of environment, where each car is selectively lit and displayed to its best possible advantage.

"The directive from Sweden was to minimise the sales presence and create a customer-friendly environment where staff act as hosts," said Howarth. "We aim for a bright, calm environment where customers and potential purchasers are virtually alone with the cars , where they can access information about models and accessories themselves using digital technology, and where they can be treated as guests. Salesmen are not visible, and there is no administrative clutter or clamour to detract from the tranquillity."

In Britain, Contra Vision XR(TM) see-thru graphic film is applied to the glass. Saab-inspired images are digitally printed in full colour on one side, so that from the showroom, visitors see images with only barely perceptible vision through the screen to the office, which enjoys a clear view out.

For Tony Walker's team, who worked out of PortaCabins during the revamp, the 'wow' factor was overwhelming. "The graphics are almost subliminal by day, and absolutely stunning at night. We've got excellent visibility from the office through to the showroom, which is perfect."

Saab GB's investment in glass and Contra Vision XR(TM) is long-term, largely due to the fact that the polyester film can be easily removed and new graphics re-applied. "We wanted a product that would allow us to change images rather than structures," said Howarth.

British Saab dealers can select from a range of graphics, consisting of two images to represent each of Saab's four pillars, or brand values: Safety, Performance, Design and Control. Contra Vision was able to produce an exact colour match for Saab White, so that plain areas surrounding the graphic panels co-ordinate perfectly with areas of frosted glass in customer zones.

By Christmas 2002, one third of all Saab GB dealerships will feature Contra Vision XR(TM) panels on glass. The refurbishment programme is expected to be complete by December 2004.

Contra Vision XR(TM) see-thru graphics is a patented product produced using a patented printing process. Contra Vision Supplies Limited, based in Stockport (UK), provide a total service including, design consultation, site surveys, print production and installation.

Further information: Tel: +44 (0)161 439 9307, Fax: +44 (0)161 440 7934, email: tim@contravision.com. Website: http://www.contravision.com/

High resolution photographs are available to the media free of charge at http://www.newscast.co.uk/ (+44 (0)207 7608 1000)

For further information please contact:Tim Ingham, Marketing Director, Contra Vision Supplies Limited, Tel: +44 (0)161 439 9307, Mobile: +44 (0)7971 288918, e-mail: tim@contravision.com, Website: contravision.com