Aura Points Saturn Towards Europe

2009 Saturn Aura XR

Jeffrey Zygmont from recently discussed the new 2009 Saturn Aura in the Motor Mouth newspaper column. He cited Saturn's recent European influence - in terms of styling and road manners - as the most dramatic change in the brand's character. The "Aura's European aspirations represent the biggest change for Saturn," he wrote. "The brand positions the car as a European-inspired sports sedan." Zygmont concludes the Aura is a great car, but Saturn needs to do more to advertise the car.

David Volkmann would like to see GM's Saturn division make one improvement to help its Aura sedan. He'd like Saturn to advertise the car more, so more people visit his dealership to test its qualities. After all, when a panel of 48 car journalists from across America first tried the Aura, they selected it Car of the Year for its inaugural 2007 model run. Volkmann, sales manager at Saturn of Haverhill, has already seen the mid-size four-door win over some owners of models that engage serious drivers. "Without a doubt it is bringing new people to the Saturn family," he said. "I have taken in quite a few Saabs and Volvos, and some Honda Accords as trade-ins." He feels confident that Aura would conquer more if Saturn sunk more cash into TV spots and took other measures to tell people about the car.

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Flashback Friday: 1993 Saturn Shortage

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Back in the early days, Saturn was a bit of a phenomenon. As a new brand on the automotive landscape with a new way of doing business, folks came from miles around to check out their relatively unknown lineup of Tennessee-built plastic-bodied small cars. The trouble was that after kicking the tires and taking one for a spin around the block, customers usually wanted to buy one.