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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GM Recalling 2008-2010 Saturn Outlooks

2008-2010 Saturn Outlook Recalled

General Motors announced today it is recalling 1.18 million of its Lambda-based large crossover sport-utility vehicles, including: Saturn Outlooks from the 2008-2010 model years, Buick Enclaves and GMC Acadias from the 2008-2013 model years, and Chevrolet Traverses from the 2009-2013 model years.