Initial Co-Branding from Pending Penske Acquisition Pumps Saturn Retailers

Steve McKee from Business Week: The moment Roger Penske announced his planned acquisition of the Saturn brand from GM, Saturn dealerships around the country initiated a spontaneous and organic co-branding campaign, erecting banners and billboards to celebrate the alliance. Saturn of Wichita's advertising proudly proclaimed: "Finally, a car guy owns a car company." Scott Davies, owner of the dealership, explained the resulting traffic increase by saying: "People want to buy from someone they like. A lot of customers won't buy a car from GM, but they will buy a car from Roger Penske." That's why Davies — and many other dealers like him — were so eager to associate Saturn with Penske. It was an odd and unintentional (at least from GM's perspective) co-branding effort, but it paid off.

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