GM Inside News Forum - View Single Post - GMI Exclusive: 2010 Saturn Aura on "Hold"

SierraGS · 06-26-2008, 09:03 PM

As much as I like the Aura, GM is doing the right thing here and IMO what GM should do with the Saturn brand from now until 2012.

The 2010 Aura should become the 2010 Buick Regal (you only have to squint a little to see a Buick grille on the Insignia pictured) and from what I understand is what the Insignia will be sold as in China. This will give Buick a mid-size sedan with a 2.4L engine for MPG positioned below the Invicta and allow GM to ease the G6 out of production in favor of a RWD replacement.

What of the 2010-2012 Aura?

Keep the name but apply it to the Estate (Wagon) version of the Insignia and sell it as the Aura Avant, marketed as the high MPG 5-passenger (CUV, MPV?) companion to the 7-passenger Zafira. This will play into Saturn's focus on being an efficient "european" brand and give Saturn a mid-size entrant, and remember as much as we make a fuss about how small cars are popular in Europe, so are Wagons and they make an attractive alternative to someone who only needs a little more utility than a sedan offers.

The rest of the Saturn line will consist of the "Triplets", Matiz, Corsa (with a new name - "Saturn Corsa" sounds terrible), Astra (3D, 5D, Estate), Meriva and Montana Pickup (at least Saturn Montana sounds OK and can play on the "Hannah Montana" craze).

Why give Saturn the "Triplets" and Corsa?

Because they will be offered at select Chevrolet dealers as the "new" GEO, eliminating the need for GM to "re" create a brand, I like the GEO idea as it has been presented recently but lets face the fact GM really can't afford it.

Existing Saturn dealers will remain and GM will need to watch oversaturation, but it is manageable.

Doing this also reduces the number of models GM has to create and the topic we should be addressing as the real cost of brands is not the number of brands, but the number of models if all brands have full lines - restrict the total number of models and distribute them strategically and GM will find success.

Oh, and by 2013 GM will be picking up momentum at which time the 4-Door Sedan version of the Aura can return.

06-26-2008, 09:03 PM	#8 (permalink)
SierraGS 4.6 Liter Northstar V8 Join Date: Feb 2007 Location: SoCal Drives: '04 Sierra '02 Regal GS "05 PT Cruiser Posts: 1,543	Re: GMI Exclusive: 2010 Saturn Aura on "Hold" As much as I like the Aura, GM is doing the right thing here and IMO what GM should do with the Saturn brand from now until 2012. The 2010 Aura should become the 2010 Buick Regal (you only have to squint a little to see a Buick grille on the Insignia pictured) and from what I understand is what the Insignia will be sold as in China. This will give Buick a mid-size sedan with a 2.4L engine for MPG positioned below the Invicta and allow GM to ease the G6 out of production in favor of a RWD replacement. What of the 2010-2012 Aura? Keep the name but apply it to the Estate (Wagon) version of the Insignia and sell it as the Aura Avant, marketed as the high MPG 5-passenger (CUV, MPV?) companion to the 7-passenger Zafira. This will play into Saturn's focus on being an efficient "european" brand and give Saturn a mid-size entrant, and remember as much as we make a fuss about how small cars are popular in Europe, so are Wagons and they make an attractive alternative to someone who only needs a little more utility than a sedan offers. The rest of the Saturn line will consist of the "Triplets", Matiz, Corsa (with a new name - "Saturn Corsa" sounds terrible), Astra (3D, 5D, Estate), Meriva and Montana Pickup (at least Saturn Montana sounds OK and can play on the "Hannah Montana" craze). Why give Saturn the "Triplets" and Corsa? Because they will be offered at select Chevrolet dealers as the "new" GEO, eliminating the need for GM to "re" create a brand, I like the GEO idea as it has been presented recently but lets face the fact GM really can't afford it. Existing Saturn dealers will remain and GM will need to watch oversaturation, but it is manageable. Doing this also reduces the number of models GM has to create and the topic we should be addressing as the real cost of brands is not the number of brands, but the number of models if all brands have full lines - restrict the total number of models and distribute them strategically and GM will find success. Oh, and by 2013 GM will be picking up momentum at which time the 4-Door Sedan version of the Aura can return. Last edited by SierraGS : 06-26-2008 at 09:45 PM.