GMI Exclusive: Saturn May Go To BPG, Why Aura ≠ Insignia

[nsap]

GMI Exclusive: Saturn May Go To BPG, Why Aura ≠ Insignia
No more Opel Insignia-clone for North America!
www.gminsidenews.com
July 22, 2008

GMI recently broke the news that the GMX-354 program, the next-generation Saturn Aura program, had been placed on hold. The news caused such an uproar that Saturn General Manager Jill Lajdziak publicly commented on the rumor GMI reported. In fact, she confirmed that the next-generation Aura sedan has been pushed back to "...a more conventional lifecycle of five to six years." We at GMI are hearing a couple reasons for their "business decision." The first being that they feel the current Aura has some more life left in it and sales are still up, so they are content at the moment. The next being that Saturn may go to the Buick-Pontiac-GMC channel division.

According to GMI sources, GM strongly feels that Saturn needs more dealerships and more marketing before the brand will be able to fully reach its potential sales. In order to boost dealership count and marketing dollars, GM is looking to move Saturn into the same showroom that the Buick-Pontiac-GMC dealerships are utilizing. This is causing some stir-ups in product programs because the next-generation Saturn Aura is very close in design to the upcoming Buick LaCrosse replacement. GM is concerned that would cause overlap in the supposed Buick-Pontiac-GMC-Saturn channel (saying it happens).

The new LaCrosse is a go and is, at the moment, scheduled for launch in mid-2009 as a 2010 model. As for the next-generation Aura, well we have yet to hear an exact time frame. As Lutz confirmed earlier this afternoon in an article, when the new Aura does arrive it will NOT be the Insignia clone that everyone assumed it would be. GM is planning on doing a revised exterior and a completely different interior design for the Saturn variant of the car. This is to differentate the car from the LaCrosse replacement and we assume to keep the car fresh.

To recap: GM is CONSIDERING moving Saturn into the BPG channel. From what we gather the final call has not been made, but program changes appear to be operating as if the move will happen (probably to be on the safe side). This is one of a few reasons that the Epsilon II (Opel Insignia clone) Aura has been pushed back and will now likely wear a different design. We are also hearing that the Oshawa, Ontario, Canada plant may start building Epsilon II product, namely the next Aura.

Please stay with GMInsidenews for the latest. The Epsilon II saga is far from being over. We hope to have more news soon regarding another Epsilon II car!

[1G6]

B-P-G-S.

Hmmmmm.

[BerettaZ]

Well, if they're going to keep Saturn around, I can see the need to strengthen the dealer network. But this will open a new can of worms -are they going to buyout all the current dealers that are all stand alone? Force them (or, highly encourage them) to sell to the local BPG dealership?

[jcgable]

I wonder how much of Saturn's developmental budget in the Insignia is going to be written as sunk cost? Additionally, if Saturn joins BPG, they are going to have to either cut Pontiac or REALLY commit to an performance oriented Pontiac lineup. Either GM does this right, or Pontiac, Buick, and Saturn are going to cannibalize themselves to the point where GM will have no choice but to slash all three.

One final question, will Saturn get it's own individual staff at BPG in order to maintain it's unique sales method, or is No-Haggle pricing going the way of the DoDo?

[Hitman1970]

Outlook dead.

Astra is too expensive. I saw one in the wild finally and would in no way buy one over an Aura XE four-banger.

Aura redesign. (G6, Lax, and Aura all fighting for sales in the same lot?)

Sky is perfect. (Sky > Solstice) Sky convertible... Solstice coupe?

Vue is solid, but how different from Terrain?

[dindak]

Don't see this happening though I could see Saturn added to smaller market Buick GMC dealers to expand the dealer network. That would make sense.

Killing strong Saturn stand alone stores makes no sense.

[Nelson Kyle K]

Not the Impala I hope! The Impala isn't right for the Epsilon II Platform.
Zeta Zeta Zeta Thats all the Impala is good for. Epsilon II news better not be the Impala.



FWD SUCKS!

[BerettaZ]

So, if Saturn loses its no haggle, customer service as a priority philosophy, and sell them along side Buicks, GMCs, and Pontiacs, wouldn't this officially make Saturn the Oldsmobile replacement

[F14CRAZY]

just cut the brand already. all is lost

[Hitman1970]

Remove Red Planet with Rings. Replace with Rocketized L!



Reality is they maybe looking to suck in Saturn to specialize in small fuel efficient vehicles. Hmmmm.... now what other company is thinking of doing this?

[kenman923]

It's official. Saturn is no longer a unique brand. If they bring Saturn to Buick-Pontiac-GMC dealers, they will have to do away with "No Haggle." Also, what's going to happen to the customer service that Saturn gives?

[caddycruiser]

Originally Posted by BerettaZ

So, if Saturn loses its no haggle, customer service as a priority philosophy, and sell them along side Buicks, GMCs, and Pontiacs, wouldn't this officially make Saturn the Oldsmobile replacement

Essentially...or basically what Oldsmobile would have been had it continued on with the "new GM" revitalization of products.

[JonathanRohr]

I think they should REPLACE some redundant or slumping BPG stores with Saturn.

Maybe even a Chevy one if it is failing, or across the street from another Chevy dealer.

[dav305z]

If true, there's some idiotic group think going on at Ren Cen.

The entire reason for Saturn's existence was supposed to be their super duper dealers. Now GM realizes that this dealership network actually is too puny to move the metal. So they move it to BPG. But if it's in the BPG showroom, then isn't it no different from BPG?

I have a headache.

[eaton53]

If they must do this (I'd just cut Saturn myself) then Saturn should go back to its roots selling small FWD cars only.... forget this moving upscale crap.

This relieves Pontiac from the burden of selling them and allows it to concentrate on RWD performance, including the modern day 2002 that BMW seems incapable of building and the Torana along with the G8 and Solstice.