Flashback Friday: Saturn "New in Town" Newspaper Ad

Flashback Friday: Saturn "New in Town" Newspaper Ad

Back in the early 1990's Saturn was still building out its retail network and when new stores opened, they often ran advertisements like the one above in local area newspapers. This particular ad was printed inside the pages of a newspaper in New Jersey on June 25, 1993 to announce the opening of Saturn of Toms River.

Read the text of the advertisement below and then click here to view a large copy of the ad.

Hi. We're new in town. We're very pleased to announce the opening of our newest Saturn showroom. And we'd like o invite you in for a visit - to show you some of the ways we're trying to change the automobile business. It's in the way we design our cars. And how we build them. And most of all, how very differently we take care of our customers - more like how you'd treat a new neighbor. (Which we are, we guess).

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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."