Farewell to Saturn’s Utopian Dream

Pam Platt from the Courier Journal: It wasn't just the new-car smell that made me want to swoon when I went to the Saturn dealership. It was exactly as my friend said: Nice people, no games, really nice cars, good prices. The Saturn salesman went a mile better than smacking the car seat and ordering me to sit. He let me drive the wagon for a couple of days so I could see how I liked it. Well, I fell in love with it. With the car. With the experience. I was sold. I'm still driving the Saturn station wagon I bought in Florida eight years ago. It has been a very trusted friend, carting me and mine, mostly reliably, all over the place, mountain and beach, highway and byway — come to think of it, my Saturn even took me to President Carter's boyhood home — in snow and in sun, for more than 114,000 miles. Both of us are a little worse for wear from all that living and driving (actually, the car cleans up better than I do; its plastic body looks shiny-new when I wash it); and we went through a pretty bad crash, surviving that together. And I'm still sold. Now I'm also a little sad, because last week brought news that the Saturn is driving into the sunset.

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Saturn's Future Product Roadmap

Jill Lajdziak, vice president of Saturn sales and marketing, talked to retailers on Sunday at the 2004 NADA conference. She spoke about the future of the brand, the importance of maintaining Saturn's high level of customer satisfaction, and increasing brand awareness through advertising. The list below highlights some of her discussion points.