Did Saturn Move Up Market too Fast?

Jerry Flint from Forbes: Saturn probably had the latest and best lineup of any GM brand: two well-done SUVs, the Outlook and the Vue, the handsome Aura sedan, a sister of the Chevy Malibu, the European built-small Astra car, and even a two-seat sports car, the Sky. But sales went nowhere. GM had said it will kill the brand, but now hopes to sell the name to Roger Penske. Why did Saturn fail despite a decent product lineup? I would say because they went "upscale." Saturn was created as a low-priced line, below Chevrolet, to take on lower-priced imports. That new lineup was good, but its prices were higher - $20,000 for the small car, $25,000 to $35,000 for the others. There's nothing wrong with moving up-market; lots of companies do this. But it takes time to build a new customer base, maybe a decade. People who paid $15,000 for the last Saturn will have trouble trading up for a $35,000 model. GM gave up on Saturn after two years.

Random Article from the SaturnFans.com Archives

2009 Saturn 2-Mode Vue Hybrid to Feature "Friction and Regenerative Brake Control" System

2009 Vue 2 Mode Green Line Hybrid

Earlier this week, Marty Hogan, Saturn Vue 2-Mode Hybrid chief engineer posted an interesting story over at ImSaturn.com about the brake system that was developed for the dual-mode Vue. "The 2009 Vue 2 Mode Hybrid will be equipped with an advanced brake system that stops or slows the vehicle using traditional friction braking, regenerative braking, or any mixture in between," he wrote.