Jill Lajdziak Talks With GMI

[nsap]

Saturn To Continue Revitalization In 2008
Jill Lajdiak Talks With GMI

After being in the works for a couple months now, Saturn Brand Manager Jill Lajdziak took some time out of her busy (very busy) schedule to answer some questions GMI had for her. We covered her, her job, Saturn's future, and even her thoughts on GMI's Revitalization In Action Saturn lineup.

There are a couple of tid-bits I would like to point out in Jill's answers. The first being that she confimed that the Vue Two-Mode Hybrid will be shown at one of the upcoming auto shows. We have been hearing for some time that the Two-Mode Vue is not very far off, but no one really ever had a confirmed time frame. Jill also mentions that Saturn will show a "surprise" at the 2008 Detroit show. The surprise vehicle is related to fuel economy, we know that much. Could it be a diesel? The new BAS+ hybrid system? We shall see.

Below is a question/answer format from our interview.

1) You seem to have a strong personal interest in Saturn; almost like that of an enthusiast, which is not seen in a lot of divisional executives (at least publicly). Why is that?

I have been with Saturn since 1986, so literally, since the start of this brand. Therefore, I have seen us grow from an idea to reality. And I have been through all the ups and downs that this company has been through. So you’re right, I do have a strong personal interest in the brand. I love this brand. Saturn is a big part of my life.

2) Saturn's main staple in the industry is its stellar customer service. You have improved on that with the "new" Saturn, but will improvements to customer service continue?

Absolutely. This is one of the founding elements of Saturn and remains core to our brand. In fact, we have continued to increase our efforts in this area. We still maintain things like “no haggle/no hassle” pricing – but now offer things like: ‘At home test-drives’ where we’ll bring a car to you and 24/7 live chat on our web site. In addition, we’re piloting a new retailer design that will enhance the customer experience even more.

3) You recently talked with a GMI member (whom is also a Saturn salesperson) at the Woodward Dream Cruise regarding why the current Aura lacks certain technological features such as Bluetooth and navigation system. Could you elaborate on those reasons? Will the next-generation Aura sport features such as Bluetooth?

I can’t comment very much on the next generation Aura – but can say that we’re fortunate to have such technology as OnStar in all of our vehicles. When you look at all the features that OnStar provides – i.e. turn-by-turn navigation, concierge services, remote unlocking, stolen vehicle tracking, etc. in addition to the safety and security features – it really is world-best technology. We think this offers a range of customer-friendly benefits. We are working on incorporating Bluetooth technologies in future applications.

4) We keep hearing about the Vue Two-Mode Hybrid. When are we going to see it and will it be a plug-in hybrid?

We will show the vehicle at an upcoming 2008 auto show… and plans for the plug-in version aren’t far behind. Stay tuned!

5) How has the responsibility of being Brand Manager changed with separate brands becoming more congruent (such as Saturn and Opel)?

For us – and for me – it’s about understanding the full aspect of the business. It’s no longer enough to know about sales and marketing only – you need to understand product development and product planning. This business is hyper-competitive and you need to understand how it all works. For example, I now meet regularly with my counterparts at Opel so we can work together on what products and features we desire in future vehicles. We also meet often with our engineering teams so we can feed our input into the development process early.

Regarding Saturn and Opel, we’re lucky because we’re similar brands with similar customers and similar challenges on two different continents. Therefore, we have found that our product needs align very well. Look for this relationship to provide more great products on both sides of the Atlantic. Together, we’re able to offer more than either brand could separately.

6) What are some of the challenges you’ve faced with the sharing of Opel product with Saturn (and vice versa with exporting the Sky) when it comes to the Euro versus Dollar? Is it possible to meet certain price points without noticeably discontenting the cars, and can price-pushing Opel-like options (such as navigation) at least be had on special trim levels?

The new Astra is a good example of us taking a successful vehicle in Europe, and with very few product changes, offering it here in the U.S. and Canada. We think customers are going to be very surprised about the quality, level of refinement, number of standard features and driving experience of this new sport-compact model.

Obviously, in the long-term, it’s GM’s strategy to build cars where we sell them to avoid the currency fluctuation.

7) The Saturn Astra debuted as a 2004 Opel model in Europe. What steps are you taking, if any, toward more “simultaneous” Opel-Saturn product launches that offer North America even fresher styling?

The Saturn Astra that we are now launching was significantly updated for Opel and Vauxhall in the 2007 model year. That is the car we will be offering here in North America.

Regarding launch timing for future Opels and Saturns, each product is treated as a case-by-case basis, however, you can expect to see our Saturn/Opel product launches closer in timing.

8) Do you feel that the Saturn line should expand with anymore vehicles at all, or will you just continue to advance in the market segments that Saturn is already competing in?

Right now, after launching five all-new vehicles in the last 20 months, I feel very good about our line-up. The Outlook, all-new Vue and Vue Green Line have really surprised people. They are considered by many to be best-in-segment. Astra will be a great addition to our portfolio, as Saturn was really founded on small cars.

Our sales are up 10% this year – in a market that is down 4% -- so we’re making decent market share gains. This trend should continue as more and more people find out about all the new cars and trucks we offer.
So, for now, I feel that our portfolio is exceptional – among the best in the industry.

9) How does Saturn see itself? We have seen two marketing campaigns in the last year.

Our new “Rethink” campaign is a great portrayal of Saturn. It challenges people to rethink what they know about the world around them, including us. We have so many new products, including two hybrid models, that most people have an incorrect perception of Saturn.

We’re still friendly, approachable, honest – like we’ve always been. And we’re still geared toward customers who are more likely to buy an import vehicle. However, our product range has grown so substantially – from two-seat roadsters to $40k SUVs – that we’re not exactly the same company that many think we are.

If you haven’t seen the new spots, click here: http://www.saturn.com

10) Fuel economy and alternative fuels are becoming a big factor in car buyers’ decisions. What direction is the Saturn Green Line going to take when it comes to future propulsion?

We currently offer our BAS hybrid system in the Aura and Vue Green Line models. We’ve announced that we’ll offer a full two-mode hybrid and plug-in in a future Vue model. And keep your eyes open at this year’s Detroit show for another surprise.

So, you can see, green technologies are very important to our brand.

11) Saturn’s Red Line of products seems to have mixed feelings. The Sky Red Line has a significant performance boost over the base Sky; however the Vue Red Line has no performance boost. Which direction will Saturn take with future Red Line vehicles?

As the market for vehicle customization and differentiation continues to grow, we will continue to offer Red Line variants of some of our products. This sporty trim level will include unique interior and exterior appearance, a sport-tuned suspension and, in most cases, increased horsepower. In the case of the VUE, which already has among the best horsepower in the segment, we put our resources towards the other trim level components.

12) GMI’s Revitalization in Action series has garnered significant attention in the automotive press as a car enthusiast’s version of Fantasy Sports, if you will. What are your thoughts on the Saturn lineup? Click here to view the lineup; we would be honored to hear your opinions on our members’ work.

Excellent, creative work. I love the idea that you and your readers are discussing and dreaming of future Saturns. It’s great for us to see and read what you’re hoping for out of this brand. (And, you’re on the right track!)

Thanks!

Jill

[Buick61]

It's finally happened!

WTG

[giagastormer]

I bet she drives a SL500 or SC430.

[I-Love-Pontiac]

Nice to see GMI get a fairly serious interview... and what seems to be new information.

I hope the "surprise" is a Saturn varient of the Volt. Preferably named the EV2

[Phoenix]

Originally Posted by giagastormer

I bet she drives a SL500 or SC430.

She's from a small town in Wisconsin. I bet she drives a GM product.

[Bornfromparents]

I'm interested in the suprise at Detroit, I'm looking foward to going this coming year

[Hitman1970]

Anyone think the "surprise" is the Opel variant E-flex vehicle with the Saturn badge on it?

[Saturn69]

Originally Posted by Buick61

It's finally happened!

WTG

What's finally happened?

[I-Love-Pontiac]

Originally Posted by Hitman1970

Anyone think the "surprise" is the Opel variant E-flex vehicle with the Saturn badge on it?

Lmao... it probably is.

But who knows. Maybe they will get their own unique design. Didn't they build an entire studio dedicated to designing E-Flex vehicles?

[regfootball]

love the avoidance of the NAV issue.

[Russell]

Originally Posted by Hitman1970

Anyone think the "surprise" is the Opel variant E-flex vehicle with the Saturn badge on it?

Oops, you've spoiled the surprise.

[newclasshero]

I am really excited about what the centennial year autoshows have in store... Go GM!
Great interview... nice to see GMI getting some access and priase for it's efforts.

[GMinTheDriveway]

I love the way she talks about future products as if they are already on sale. "We have the Aura and VUE hybrid"
uh... no, we don't. Production hasn't even started. In fact it's been pushed back due to supplier issues so we may not see any of the much-touted and marketed Greenline products until next year.

[Saturn69]

Originally Posted by GMinTheDriveway

I love the way she talks about future products as if they are already on sale. "We have the Aura and VUE hybrid"
uh... no, we don't. Production hasn't even started. In fact it's been pushed back due to supplier issues so we may not see any of the much-touted and marketed Greenline products until next year.

You interpreted it that way, she didn't say it that way. I've seen an Aura hybrid at my Saturn retailer, actually they had a couple for sale.

[Buick61]

Originally Posted by Saturn69

What's finally happened?

After a half decade or so, someone from GM actually decided to throw us a bone.