Saturn: The Import-Fighting BEAST?

[seeg]

Alright, serious discussion here. I made a similar thread in the Cadillac forums.

Saturn was once created to be the import fighter, so what would be needed to accomplish this goal? What would it take for Saturn to compete with Toyota and Honda? More specifically, what would it take for Saturn to be not only considered superior to both Toyota and Honda (in ALL facets), but also literally overtake Toyota in sales for the North American market? I know Chevy factors into this for GM somehow, but for the sake of the discussion let's leave them out of this. Note: This is without Toyota screwing up.

Describe in detail (as well as give some examples and ideas) how far Saturn has come in accomplishing this task, as well as how far it still needs to go in accomplishing this.

[ronald mcretard]

well for starters, they need about 5 times as many dealerships as they have now.

they also need the Astra to be upgraded, the Vue to get better gas mileage, and a small car to rival the Fit and Yaris. also, a minivan would be nice. and keep bringing out the hybrids.

[Bravada]

Why Saturn? Saturn is GM's "extra" brand. It just was there and GM had to do something with it. It won't overtake Toyota without a lineup of pickups, SUVs and crossovers, small cars, large cars etc. and a gazillion dealerships. What for? GM has a pallette of much more interesting brands (than Toyota) to take on Toyota - or Honda, for that matter. Why try to create another blandwagen monstrosity?

[rumble bee]

Originally Posted by Bravada

Why Saturn? Saturn is GM's "extra" brand. It just was there and GM had to do something with it. It won't overtake Toyota without a lineup of pickups, SUVs and crossovers, small cars, large cars etc. and a gazillion dealerships. What for? GM has a pallette of much more interesting brands (than Toyota) to take on Toyota - or Honda, for that matter. Why try to create another blandwagen monstrosity?

X2

Good reply

[Kheiron]

GM's main competitor to Toyota is Chevrolet. Invest in Chevrolet with great product, current marketing, and the dealership strength combined with a saturn selling experience and GM can beat TMC's Toyota brand.

Malibu is an excellent example of what GM needs to do with Chevy to match (and overtake) Toyota long term. Moreoever, it should be done with all GM brands, not just Saturn or Chevy.

Another point, Saturn has a euro-inspired wannabe VW yet still Americanized Opel kind of thing going on. If anything, its a budget VW designed to steal Nissan/Honda buyers. Toyotas ride softer with less aggressive styling, airing on the side of caution, just like Chevrolet.

In GM Speak: Saturn=VW/Nissan/Honda; Chevrolet=Toyota

Just my opinion, happy posting!

[seeg]

Originally Posted by Bravada

Why Saturn?

Well, the reasoning is because Saturn was created to be the import fighter and is still considered as such.

[Bravada]

Toyotas ride softer with less aggressive styling, airing on the side of caution, just like Chevrolet.

It's totally un-presidented for somebody to say that

[jc7222]

Chevy is the Toyota and Honda fighter. I think GM is positioning Saturn against slightly upstream brands, VW, Subaru, Mazda, etc.

[Kheiron]

Originally Posted by Bravada

It's totally un-presidented for somebody to say that

lol, no pun intended. I believe it's true though!

[Bravada]

IMHO, Chevrolet is Chevrolet, and GM is a Toyota fighting company. The good old days when there were three automakers mirroring each other in an uber-creative way are now gone. People are considering many different options, new cars, used cars, larger cars, smaller cars, mortgage, motorboat, college for children, fine dinining etc. GM needs every brand to offer a good selling proposition and a strong identity to back up the price tag, not discuss which brand should "take on Toyota".

[Carver]

I think Saturn, as an import-fighter, should be striving for an image similar to that of VW, but with better reliability. To do this: 1) Give us a replica of the European Insignia, which is in the works, 2) Upgrade the European and American Astras with better fuel econ. and more power (in the case of the Astra, both of these goals can be accomplished simultaneously with a better powertrain), 3) have effective marketing. Those are the most important things I can think of.

Fighting Toyanda is for Chevy and Pontiac.

[mgescuro]

Saturn is that "extra brand."
Chevy, for all intents and purposes, is really the one who should be competing with Toyota and Honda.

Saturn needs to fill a niche -- high-end premium economy. It's what VW and some of Honda/Acura are fulfilling now.
Saturn needs to not LOOK, ACT, DRIVE, or BE and American car.
As it looks like Saturn will be 100% Opel, and that's exactly the right thing to do. Now, All Saturn needs to do is NOT Americanize the Opels and sell them as is (just taking into account necessary localization modifications).

Furthermore, Saturn marketing needs to be strengthened. It needs to show off Saturn's superior, European driving abilities. Better, European design, and start to cater to buyers who don't want a sloppy American car, but a car with a European heritage and European performance and design.

[Bravada]

It needs to show off Saturn's superior, European driving abilities.

Saturn needs to first have those

[mgescuro]

Originally Posted by Bravada

Saturn needs to first have those

It's got Astra, Sky, and VUE.
Next up... Aura. Discontinuation of Outlook.
Addition of Corsa and Meriva.

Saturn needs to be and should be the anti-Chevrolet.
Everything that Chevy is -- classic American, etc -- Saturn should be the exact opposite.

Saturn shouldn't be shy about touting its superior european driving and design. That's the only way to beat the Europeans at their own game. A true European car made in America.

[Bravada]

It's got Astra, Sky, and VUE.

Only Astra comes from Europe, it might have "European driving dynamics", but this expression is vague. VWs drive different from (Euro) Fords who drive different from Citroens. The fact is that European cars tend to actually have styling and suspension as features, unlike many American cars, at least the stereotypical ones. But that's not "European". That's "handling".

The VUE is a thoroughly "Americanized" Korean SUV built on an American platform, and the Sky is a very American roadster that just happens to be sold in Europe too.