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Discussion Starter · #1 · (Edited)
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.
 

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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.
 

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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?
 

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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:yup:

Good reply
 

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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!
 

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

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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".
 

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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.
 

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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.
 

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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. :yup:
 

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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.
 

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Saturn lost its status as an import fighter a very very long time ago...I say Saturn should be GM's trendy brand, based on what the current consumers desire in a car, such as European inspired styling, hybrids, etc.
 

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Saturn is a good brand but GM has moved a long way away from its "import fighter" original mission.

While it is past the point to debate if moving Saturn to a more premium line was a smart move, IMO what Saturn needs now is some high quality class competitive small cars.

While Saturn did not offer great cars originally it did offer strong value small cars. Those days are gone. With $4 gallon gasoline this product is clearly missing. The Astra is a fine car except for two fat flaws: 1) The fuel efficiency isn't there and 2) neither is the performance. Plus, I think they need something smaller and less expensive.
 

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Saturn is a good brand but GM has moved a long way away from its "import fighter" original mission.
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if those Saturns they were making was their idea of imports, boy, Am I glad they moved it. The Ion was just waiting to be maimed by imports without a fight.. it was pathetic in all ways:D
 

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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. :yup:
This is true, just as Buick should behave like Cadillac does not exist, and do its thing. If Cadillac becomes the victim, too bad
 
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