Review: Saturn Aura Takes on the World

[BGH]

Saturn's AURA Takes On The World

SANTA BARBARA, CALIF.—Saturn's had itself a bit of an identity crisis the last few years.

Originally intended as GM's flagship import-fighter division (complete with its own factory in Spring Hill, Tenn.), it then found itself as a value-oriented brand pitching small, polymer-paneled economy cars to an audience unwilling to haggle.

Lately, things have changed again: Saturn now sells a Honda-powered SUV, a competitively-sized minivan and a hot performance model of the Ion coupe — and has also launched the Sky roadster, the sexiest Saturn ever and a car that has only added to the confusion about what, exactly, Saturn is all about.

Things are about to change again, but this time Saturn swears it's found its new direction.

Starting with the new Aura mid-size sedan you see here, the brand begins a cautious move upscale and will sell in North America largely unaltered European GM models.

They'll have sharp styling, lots of technology, high quality and what Saturn describes as a European driving feel. All this while keeping the value that's made the brand popular with younger buyers.
SANTA BARBARA, CALIF.—Saturn's had itself a bit of an identity crisis the last few years.

Originally intended as GM's flagship import-fighter division (complete with its own factory in Spring Hill, Tenn.), it then found itself as a value-oriented brand pitching small, polymer-paneled economy cars to an audience unwilling to haggle.

Lately, things have changed again: Saturn now sells a Honda-powered SUV, a competitively-sized minivan and a hot performance model of the Ion coupe — and has also launched the Sky roadster, the sexiest Saturn ever and a car that has only added to the confusion about what, exactly, Saturn is all about.

Things are about to change again, but this time Saturn swears it's found its new direction.

Starting with the new Aura mid-size sedan you see here, the brand begins a cautious move upscale and will sell in North America largely unaltered European GM models.

They'll have sharp styling, lots of technology, high quality and what Saturn describes as a European driving feel. All this while keeping the value that's made the brand popular with younger buyers.

"The stance is really nice; the Aura looks poised to pounce. The wheels nicely fill out their fenders, and uplevel models feature multi-spoke 17-inch alloys that wouldn't look out of place on a BMW or a Mercedes."

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Very positive review, I can't wait to see some mags post some numbers.

[plane]

Nice pic of the Aura. Really looks great.

[mbukukanyau]

maybe GM is turning the corner. I remember a year or two back, the toyota chairman saying that the company he is most concerned about as potential competation is GM...
if GM can turn itself around in North America, and sell by product merit not fire sales, I do not see Toyota overtaking it anytime soon. The only briht spot in GM North America was Cadillac CTS.

With products like Holdens and the Bicks of China, and now this, Lutz may go down in history as one of automotive greats

[Kheiron]

a 3rd positive canadian review, excellent. I'm glad they like the fit'n'finish. Hopefully a manual will be offered next year. and a redline version too

[New_Mexico_Sunset_on_Rt66]

Now if we can just get a Chevy, Pontiac and Buick sedan with the same aura (no pun intended) then we'll have something.

[impala02]

Originally Posted by Kheiron

a 3rd positive canadian review, excellent. I'm glad they like the fit'n'finish. Hopefully a manual will be offered next year. and a redline version too

Good review. I wasn't aware that the Aura has LED tail lights.

From what I've seen, the Canadian press is usually more positive than the US press when reviewing GM products.

[paul3230]

Saturn is now putting GM in a GREAT positive light! Saturn will help SAVE GM. And the pic of the Aura in red is badazz

[GM>Toyota]

By the time all the products in the pipeline are introduced GM will be the most dominant car company in the world. Toyota was right to fear them. Oh and another thing, I read that Toyota has 30 billion in cash. They aren't that much richer than GM who has something in the 20 billions and that's before the money they are going to get from the GMAC sale!

[ChevroletRevived]

Aura is the jumpstart for Saturn's (and GM's) revival. It's a competitive, stylish mid-size sedan. High Quality, high feature. We're going to see alot more positive reviews, espessially with the great new 2008 products coming out, like the Enclave, CTS and Malibu. I'm really anxious to see how this car sells in the US, and how it fares in comparo. GO Aura!

[Mr. Burns]

Its a great vehicle but IMo i cant see young people being proud of driving saturns any time soon. Personally, Id love an aura, but the thought of owning a saturn doesnt appeal to me. so im kinda confused on the subject.

Its a great car for a less than great brand.

[TaHoE]

Originally Posted by impala02

From what I've seen, the Canadian press is usually more positive than the US press when reviewing GM products.

I was going to say the same thing. A good review, is a good review, however to have a big hit this needs to succeed in the American rags too.

[Quickening]

Give me better rims! The thing that is making the Aura look "old" is the rims.

[mucker15]

Originally Posted by Mr. Burns

Its a great vehicle but IMo i cant see young people being proud of driving saturns any time soon. Personally, Id love an aura, but the thought of owning a saturn doesnt appeal to me. so im kinda confused on the subject.

Its a great car for a less than great brand.

young people are loving the Sky
In the very near future Saturn will be a great brand

[cincygoblue]

Originally Posted by Mr. Burns

Its a great vehicle but IMo i cant see young people being proud of driving saturns any time soon. Personally, Id love an aura, but the thought of owning a saturn doesnt appeal to me. so im kinda confused on the subject.

Its a great car for a less than great brand.

Well, Saturn has always been loved by young people, though less so than VW and Honda. Once Saturn gets the Astra, young people will love the brand again. Between the Astra and the Sky, the brand will be youthful to say the least. The Aura adds some class to the image too, rather than the plastic panel utilitarian image it has had, so young people who want value, a nice car, and great service will have it all soon.

And you say you like the Aura but wouldn't want to own a Saturn?? What's the drawback to having a Saturn?

[genjy]

Those wheels belong to Buick... the Aura needs sportier looking ones. The car with those wheels at that angle reminds me of the Chrysler 300M. Which isn't the car that youngsters would exactly want to buy if they have a choice.