Saturn Was a Marketing Success

Charlene Sadler from CBC News: Historians reviewing what went wrong with Saturn shouldn't blame fickle consumers for turning their back on a brand trying to do things differently, says an automotive marketing expert. "Saturn will stand out as a spectacular marketing success," Ashwin Joshi, an associate professor of marketing at the Schulich School of Business in Toronto, told CBCNews.ca on Thursday. The automaker succeeded in developing a loyal following, but failed to deliver in the technical department, said Joshi. "There's supposedly a study that says that people's top three fears are fear of public speaking, fear of dying and fear of buying a car," said Joshi. "So fear of buying a car is right behind dying. And GM took that off the table with Saturn."

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Jon Bon Jovi and Saturn Team with Habitat for Humanity to Help Five Detroit Families Build a New Place to Call Home

Saturn Hands On Homes Logo

While Jon Bon Jovi is used to bringing down the house, today he announced the building of five homes in the MorningSide community on Detroit's East Side. On behalf of his Philadelphia Soul Charitable Foundation, Bon Jovi joined Saturn General Manager Jill Lajdziak, Detroit-area Saturn retailers and Habitat for Humanity Detroit to kick off a construction blitz that will provide five Detroit families with their own homes by the holidays.