[Smoothcat]

I think one problem is the fact that the brand tried to go "upscale" too fast. I don't think Saturn had such a bad reputation as people on here try to paint sometimes - I know a LOT of people who have owned Saturns, and most have had positive things to say. They were simply inexpensive cars designed to get you from point A to point B; nothing more, nothing less.

That being said, when somebody that has owned a Saturn or knows a little about the company walks onto the lot, they expect to see a car that is priced cheaper than the competition. The Astra would probably be a big(ger) seller if it was loaded at 16k. The Aura would be absolutely flying off the lots (IMO) if it topped at 21k or so. The VUE could be cheaper as well. People might SEE a good car, but they just don't expect to pay that price for the Saturn name. It's not because they necessarily see the cars as not being worth it, it's just the reputation that precedes the name. It is what it is.

I think Saturn's best chance is to quit trying to be an "upscale Chevy", and just be a "European Chevy". Have cars that are priced comparably, but have a true European feeling to them. Make sure to put the latest "green" technology in Saturns first. And of course, try to get the cars into more markets. Build more dealers, combine dealers, do whatever it takes.