Roadtest: The Astra Goes the Distance

2009 Saturn Astra Brochure

Daniel Barron from Autonet: Nickelback, Transformers and McDonald's are proof that just because something isn't critically acclaimed, it can still do well financially. On the other hand, Arrested Development, The Shawshank Redemption, and Sony's Playstation 3 are examples of things that have received plenty of great press but were canceled, bombed at the box office, and can't turn a profit, respectively. The Saturn Astra is another example of a good product that got canceled because it didn't sell. After only two short years, The Great North American Astra Experiment is no more. The vehicle will continue on across the pond as a product of General Motors' European subsidiary, Opel, but you won't see it being sold in Canada or the U.S. And that's a shame, because although the Astra isn't head-and-shoulders above anything in its segment, it's absolutely a competitive entry in the small car class that is just beginning to take off on this continent.

Random Article from the SaturnFans.com Archives

Flashback Friday: How Saturn Built a Brand

Saturn Logo

Saturn launched its lineup of compact sedans and coupes in the fall of 1990 as an relatively unknown and untested manufacturer of "a different kind of car." The Saturn team did the impossible by implementing a set of strategies that included building quality vehicles and crafting an intriguing message that attracted car buyers who had written off domestic cars long ago. That was no small feat. In his book, "Building Strong Brands," author David Aaker set out to "not only to describe what was done but also to suggest the logic behind the strategies: why they were pursued, and how they were intended to contribute to the brand." He concluded that "although certainly some elements of the Saturn strategy may have been critical, it was the synergy of the total program rather than the power of any single element - that led to its success."