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.

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River Days Attendees to Compete in "Kiss My Astra" Contest for Chance to Win Backstage Passes to Bon Jovi Concert

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Saturn is offering 16 contestants from the River Days audience will be selected for the opportunity to prove just how much they love Jon Bon Jovi, by kissing the Saturn Astra. Contestants who compete in the car-kissing marathon will compete for a chance to win. All who participate will win tickets to Bon Jovi's July 7 concert at the Palace of Auburn Hills, and the winner will receive two passes to go backstage before the concert. The goal is to help raise awareness and donations for Habitat for Humanity projects in the Detroit area.