Viking Saab was one of the first retailers to adopt the controversial Unlimited showroom design concept in 2000. The concept, which involves hosts on the showroom floor rather than sales staff, required a huge level of investment and has been criticized by some dealers as being out of step for a brand which, until this year, took less than 1% market share in the UK. The original proposal, which involved five 'zones' capturing the essence of the Saab brand, including history, philosophy, technical expertise and model offerings, did get watered down, but the sums involved, such as a £12,000 interactive model screen display, were still high. Has it been worth the investment? Yes, according to Tony Mitchell, managing director at Watford-based Viking Saab and a member of Saab's European dealer board. "The screen display, for instance, is a good way for customers to see the different options available on each model and it does help us to upsell them to a higher specification," he says.