GMI Exclusive: 2010 Saturn Aura on "Hold"

[obriend]

Well, I was eagerly anticipating this car to replace my 01 Olds Aurora (3.5). I was hoping for a turbo 2.0L 4 banger with a six speed. If GM truly cancels this car, then maybe its time to leave GM for good. Ford is bringing over their European cars and building them here, so I'll give them a shot.

To those who say "make it a Buick", I really don't think people like me (30's, professional - excluding those on this website) are going to change their opinion of Buick quick enough to save that brand here (China - different story).

GM needs Chevy (full range + trucks), Cadillac (full range luxury), and one more - a midrange, slightly more-sophisticated-than-Chevy, VW/Volvo/Acura/Mazda fighting - Saturn/Saab.
People considering those brands would NEVER consider a Buick, but would (and do) consider Saturn and Saab.

Also, although they need a few more, their small dealer network is a STRENGTH - each dealer can be profitable, which translates to nicer dealerships, better service, more local advertising, etc.

[GMJunky]

Originally Posted by mpsrent

Personally, I've never disliked Saturn, I'm just a realist. Yes, they need to advertise more but no amount of advertising will change the fact that their dealer network is too thin. If GM really wants to keep Saturn, then kill another division and expand Saturn into these markets to gain additional penetration.

The point is, Saturn's problem isn't product, they have great product, Saturn's problem is a combination of issues from limited dealer coverage to minimal advertising and a public perception issue. For whatever reason, Saturn has an image issue that those that love them love them and everyone else has no interest in Saturn. Not sure why, but it is a real issue.

This is what I said when I voted on which brand should take the cut if one was to occur. It's not the product Saturn has it's the name image issue as well as a dealer network problem. There's only one Saturn dealership that I know of where I live and I live in a very heavy popular area of South Florida. Also, I rarely see advertised as well. Astra anyone? I have never seen a commercial for that vehicle. I mean what is it anyways J/K

Honestly, GM just might be really "ReThinking" Saturn after all!

[YupYupYup]

Originally Posted by nsap

I doubt it at this point (from what I'm hearing). GMI will have a follow up on the brand-cut story...we have heard of recent developments since that story broke. Look for that Monday-ish.

The last time GMI said wait until yadda-yadda about the 7-series BMW...And we got nothing. I really hope something actually comes of this...Monday is long time...What is the hold up.

[nsap]

Originally Posted by YupYupYup

The last time GMI said wait until yadda-yadda about the 7-series BMW...And we got nothing. I really hope something actually comes of this...Monday is long time...What is the hold up.

Yes you did get something...this. It was just a day later than I projected.

The hold up is I want to confirm with more than one source.

[tholland]

Originally Posted by zete

Perhaps Saturn will become Opel and become an import brand.

That logo does look good.

[YupYupYup]

Not trying to be rude, so no worries. Just got all excited and then nothing...Well, the Aura. I thought it was more info about the BMW, with new pics...

Confused? But thanks for the Aura update. Important.

[YupYupYup]

Originally Posted by tholland

That logo does look good.

Just might see Opel as the "new" brand in NA. Very interesting thought. No more re-badging and cut marketing costs. Maybe this is why we haven't seen many Saturn commercials/ ads lately. Giving some space before introducing the Opel brand....Hmmmmm...

[WishIhadatruck]

The Aura is going to be a beautiful car. More fuel efficient powertrains would be nice. Can't wait till Monday, whatever the news will be.

[goblue]

Originally Posted by nsap

Why would GM give BUICK the Aura? They are ALREADY getting their own Epsilon II car BEFORE the Aura launches!!

Well said, I really wish a lot of people on this site would just read and not post. With the exception of a few posts, reading this thread - and many lately on GMI, has become a waste of time.

[benroethig]

Originally Posted by kenman923

Sounds like the beginning of the end of Saturn.

As do I, especially with the rumored demise of the Outlook in 2012. Saturn is on its third or fourth incarnation and none of them have really worked advertising or not. Saturn's legacy is that it taught GM to move towards more universal designs among GMDAT, GMNA, and Opel.

[F14CRAZY]

Originally Posted by benroethig

As do I, especially with the rumored demise of the Outlook in 2012. Saturn is on its third or fourth incarnation and none of them have really worked advertising or not. Saturn's legacy is that it taught GM to move towards more universal designs among GMDAT, GMNA, and Opel.

yay saturn is done for.

[96_impala_ss]

Originally Posted by benroethig

As do I, especially with the rumored demise of the Outlook in 2012. Saturn is on its third or fourth incarnation and none of them have really worked advertising or not. Saturn's legacy is that it taught GM to move towards more universal designs among GMDAT, GMNA, and Opel.

Yea.
Well maybe its own lesson is whats killing it. Saturn becomes Opel in 2012 or so in favor of universal designs and names. They do that with Vauxhall. The model names are the same.
If they do decide to drop Saturn in favor of Opel I think in the long run it may be a good move. I read somewhere that the current Aura was shown to a group of people before it was produced to see if they would buy it. Most of the people said yes. But when it was revealed it was a Saturn more than half of those who said yes said no. Then the production costs to rebadge Opels into Saturns would be eliminated and GM can market Opel as a true Euro import.

[OneMeanChevy]

Saturn Aura on "Hold", It is one of the most-anticipated new Saturn products to date, you say? An anticipated Vehicle reportedly on "Hold"? Hummmm, This sound oddly familiar.....but from where????? Oh Yeah!!, the Camaro. The Camaro was reportedly on "Hold" a total of how manys times?

I wouldn't put too much stock into this.

[TriShield]

Nail meet coffin.

[CrunkedRL]

Originally Posted by nsap

Why would GM give BUICK the Aura? They are ALREADY getting their own Epsilon II car BEFORE the Aura launches!!

Well there is a rumor circulating on another forum I frequent (see link below) where it openly talks about speculation of the Opel Insignia being sold in China as their Buick LaCrosse replacement. So it may not be completely out of the question with regards to the Chinese market.

http://www.burlappcars.com/2008/06/c...la-crosse.html

On a side note there was another rumor stating the Opel Insignia/Aura was going to be the first to use the HCCI technology. Could this be the reason for the delaybugs in the system etc.? Does anyone here remember this rumor? And let us not forget the current Aura would have only been 3yrs old once the next gen arrived so it would not be the apocalypse many here are describing in a fit of joy and appreciation for Saturn's demise.