See, I don't believe it's that "people don't want the product." That's the simple, face value answer. There's something more to it.I still don't fully agree. Saturn may have good product, but I repeat: what does that matter if no one wants the product? When the car of the year can't outsell the unloved L-series there's something wrong. The Astra was outsold by the Solstice in April. The Vue is down YTD compared to last year. I like all of Saturn's products and would be happy with any of them, but the average buyer doesn't agree.
GM can't market what is probably the best car lineup in the US... you'd think that would be a fairly easy task. That's why I don't see much hope for poor Saturn, and wonder if it wouldn't be easier to prop up Pontiac (with its much larger dealer base and current fan base and awareness) with all this good product.
Why would Sky not sell better than Solstice? Is it simply the name? Or is it something else?
Is it price? Is it features?
Or have consumers becomes wiser and more acute and sensitive to what's going on when it comes to cars? A more educated customer becomes harder to fool.
Aura is a great car. Does it stand with Passat? Not on your life. Accord? Nope. Then Aura needs to be rethought along the proper lines.
Marketing needs to show the consumer "What does Saturn offer that can't be found from the imports?" And it's not doing that.
And let's not forget the number of Saturn dealerships is really insignificant compared to the thousands of Chevy and POntiac dealerships.
Market penetration is a factor.