CNN reports that General Motors has ended its innovative "Side-by-Side-by-Side" test drive program.

The initiative, launched by Saturn earlier this summer in a brief campaign to support its award-winning Aura midsize sedan, was also expected to be adopted by Chevrolet later this year when it begins shipping its new 2008 Malibu to dealers across the country. "It's really been off the table for quite some time," Nancy Libby, communications manager for Chevrolet, told the news organization. Libby said that Chevy will take a creative approach to marketing its new sedan, but it will be different than Saturn's direct test drive comparison effort.

Saturn's efforts helped boost Aura sales figures this summer. CNN reports that "Aura sales increased 24% from June, when the program started, through July. At the same time, the overall market for midsized cars went down 14%. July was the second-best month for the Aura since the car's launch in 2006."

In a deal worked out between Saturn and its retail partners, Saturn store owners purchased or rented Honda Accords and Toyota Camrys for the program. Saturn supported their efforts with a national ad campaign promoting the unique comparison effort. Saturn considers the program a success, Saturn Marketing Manager Scott Armstrong told CNN. "The Saturn test drive program had always been intended as a summer promotion to boost awareness of the Aura," CNN reported Anderson as saying.

So why the change? Saturn is in the midst of launching is all-new Saturn Vue sport-utility. "We made the decision to shift our resources over to Vue," Armstrong told CNN.

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Source: CNN