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 Sky Brochure

2009 Saturn Sky Brochure

Saturn asks potential customers to among other things, "Rethink Adrenaline," on the pages of the '09 Sky brochure. "It's high performance and high style without the high price," writes Saturn. "With an available 260-hp engine, a near 50/50 weight distribution, and a suspension that successfully balances handling and comfort, this head-turner is ready for anyone who wants to have fun and let the sun to shine in."