Don Hudler: "I Didn’t Expect to Finish this Way"

Peter Brown from Automotive News: At 75, Saturn megadealer Don Hudler figures he's going to stick with the brand till the fat lady sings. "We're diehards. We'll probably go to the bitter end," Hudler, the former chairman of Saturn Corp., said last week after the shocking news that Roger Penske's deal to buy the Saturn brand had collapsed. Hudler owns three Saturn dealerships in Houston and three in Dallas. The day after the deal collapsed, floor traffic "all but stopped," he said. Hudler's history is intertwined with the once-promising brand. He was its marketing chief in the early 1990s as Saturn became the industry's leader in customer service and loyalty. Then he became chairman, briefly ran a GM subsidiary that bought more than 20 Saturn dealerships, and then bought the Texas stores in 2001. Now he's looking at an empty cupboard and a slow death for the brand. "I never like to admit that I don't have a plan," he said in a phone interview. "But I was stunned by it. It sounded like it [the sale to Penske] was just waiting to close."

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2009 Saturn Astra Brochure

2009 Saturn Astra Brochure

The first 2009 Saturn brochures are beginning to show up at retail facilities around the country. This year's book features glossy pages with sharp, vivid color photos. FSC-certified (Forest Stewardship Council) paper was used and, according to Saturn, that means "a minimum of 30% post-consumer recovered fiber" is used in the creation of the paper. In addition, the company says the "electricity used in the manufacturing process is generated from renewable resources."