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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