Quote:
Originally Posted by mgescuro
The only reason to keep Saturn alive is the fact that it has the ability to attract and win over an entire generation of buyers that GM has managed to alienate over the past 20-30 years.
Over that period of time, more and more people have become more accustomed to tighter driving cars, more aggressive designs, technology, etc. In effect, European designs.
There will always be a certain proportion of the US that will always buy a "true" American car, American nameplate, American design. But there is now a growing number of people who don't want that, and want a more sophisticated look, design, and driving experience.
And that's where Saturn comes in.
Saturn needs to expand its dealership base. GM needs to market heavily on the coasts, which has become synonymous to a beachhead for imports the past 20-30 years. Saturn needs to be pure European. And it needs to be distanced from Chevrolet. It needs to be the anti-Chevrolet. Complete with famous Saturn customer service.
That in and of itself is Saturn's advantage in this market.
It is GM's fault for not recognizing it!!
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GM can make Opel car models from the Astra up Buicks and the Corsa made into a Chevrolet and move Saturn to Chevy dealers, dropping the Astra, Aura and Outlook - keeping the Sky and Vue.
THEN introduce the "new": Saturn Matiz (Metro?), Agila, Meriva, Zafira and Montana pickup.
The new Saturn lineup
Saturn Matiz (Metro?)
Saturn Agila
Saturn Meriva
Saturn Zafira
Saturn Montana (pickup)
Saturn Sky
Saturn VUE
These are all high MPG vehicles with no existing GM competitors with styling that fits with current Saturn models and takes Saturn back to its roots. This move gives GM a "Scion" brand within Chevy dealers like Toyota and allows GM to drop the Astra/Aura that compete against the Cobalt/Malibu.
GM can then consolidate some Chevy and Saturn dealers avoiding lawsuit costs of dropping Saturn.
Chevy would start with the Corsa (as it is sold in Latin America).
Buick would start with the Skylark (As the Excelle is in China).
Pontiac would start with the Barina and 2 Door Coupe verison of the Corsa.
GMC would start with the Terrain.
No brands are dropped, GM introduces new models while avoiding overlaps and givies GM a "new" entry brand in Saturn (this plays into the recent question of whether GM should restart the GEO brand)