Aura Named Best Production Car at NAIAS

Earlier today, BusinessWeek named Saturn's new Aura sedan the "Best Production Car $21,000 to $25,000" on display at the North American International Auto Show in Detroit.

While the Aura is technically labelled as a concept vehicle, its no secret that the car is basically the same car that we'll see when it goes into production next year. According GM's car czar, Bob Lutz, "the Aura, as far as the sheet-metal is concerned, is 100 percent production-ready, right down to the size of the tires. And that also goes for much of the interior. The thing is ready to go."

So what did BusinessWeek have to say?

The magazine's Detroit Bureau Chief, David Welch, said: "This is just what GM needs - a high-volume car that looks good. The Aura midsize sedan has a bold, wide stance from the front that should give it real road presence when it goes on sale in early 2006. Inside, its fancy leather and chrome gauges give it panache that's well beyond the interiors of anything from GM's other divisions. The 3.6-liter, 250-horsepower V-6 should be plenty peppy, too. GM has focused lots of effort - perhaps too much - on putting out convertibles and low-volume sports cars for every division. Finally, a nice car for the masses."

His colleague, and Senior Correspondent Kathleen Kerwin added: "No argument here. Its sibling, the Saturn Sky roadster is lovely. But while turning out a gorgeous roadster isn't such a stretch, designing a family sedan with eye appeal to sell to the masses is much tougher."

Source: Business Week, GM FastLane Blog

Random Article from the 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."