In an effort to continue to build momentum and growth, Saturn has four tricks up its sleeve this fall. Bloomberg News reports that GM's import-fighting division will roll out new ads, test a new online ordering system, put its name back its cars, and bring back the successful side-by-side-by-side campaign from this past summer.

This year will be Saturn's third consecutive year of sales increases, but Saturn executives are aggressively working to find ways to push its sales even higher in an innovative and creative Saturn-like way. Saturn, drawing from its roots as GM's lab for new testing new concepts, hopes this combination of ideas will help it to win over import customers at a faster rate. "This is really the 21st century division of GM, and this is where they're putting their best foot forward," Jonah Brown, director of sales strategy at Edmunds.com, told the news service. "But this is a game of very incremental wins."

Here's a look at what you can expect to see from Saturn marketing this fall.

• New ads will debut this fall featuring the brand's five all-new models introduced as part of its product overhaul. The goal of the campaign will be to show buyers that Saturn's lineup is brand-new after a four-year, $3 billion rebuilding project. The goal is to try to recapture some of the magic from its early sales successes. "This is a brand that was wildly successful in the early 1990s, then we hit some bumps," said Jill Lajdziak, general manager of Saturn, in Frankfurt at the International Motor Show last week to unveil the production version of the brand's new Astra compact car. "We've just started this revitalization."
  
  
• For the first time, Saturn will let buyers pre-order the upcoming 2008 Saturn Astra online through its Saturn.com website.
  
  
• Dan Keller, Saturn's marketing director, told Bloomberg that in the near future "the Saturn nameplate will return to cars, instead of just the company logo." Saturn used to emboss its name on all of its rear bumpers, and its logo used to include the Saturn name as well. Saturn's current logo just includes its stylized red planet logo, which Saturn fears some of its target, import-minded customers may not recognize.
  
  
• Saturn will reportedly bring back the successful "Side-by-Side-by-Side" campaign from this summer. Bloomberg reported Lajdziak as saying that "future advertising will also repeat a campaign that lines up Saturn models against Toyota and Honda products."

Want more information?

Source: Bloomberg News