Retailers, Owners Shocked Over End of Saturn

Steve Manning from the Associated Press via MSNBC: Charlie Eickmeyer says he was a fan of Saturn vehicles years before he was able to drive. Today he's in shock. So were employees at Day Automotive Group in Pittsburgh when they read the news online that a deal to rescue Saturn had fallen through. And Mike Martin is left wondering how he can move the Saturns left on his lot or what to do with the employees at his Manassas, Va. dealership now that the brand is apparently doomed. "It seemed like the deal was going through," said Eickmeyer, 34, who started following Saturn when he was 10 years old and now runs a Web site for enthusiasts of the brand. "I was really excited about the next chapter in Saturn's history." The chapter was supposed to be a future under former race car driver Roger Penske with the novel approach of filling dealerships with cars made overseas and rebranded as Saturns.

Random Article from the SaturnFans.com Archives

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."