![]() ![]() The first Saturns hit the market in 1990 and quickly achieved some of the highest repurchase rates and customer satisfaction scores in the industry. Smith admitted as much at the launch event, telling journalists: “In Saturn we have GM’s answer - the American answer - to the Japanese challenge.” In other words, Saturn is a classic example of a fighter brand - a brand created to take on low-priced competitors. Saturn was conceived as a specific response to the growing threat from the fuel-efficient and affordable cars being launched into America from Japan. Smith proudly announced its first new nameplate in more than half a century. To understand why Saturn was destined to fail you must travel back to a freezing cold January day in 1985 in Warren, Michigan. Depressing, too, because many of the brand’s newly written obituaries completely miss the real reasons behind Saturn’s demise, and the real damage the brand did to GM. ![]() Depressing, because it’s always hard to watch loyal employees lose their jobs. It’s doubly depressing to see Saturn make its final bow. ![]()
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