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."

Random Article from the SaturnFans.com Archives

GM Plans to Bolster Liquidity by $15 Billion Through '09

General Motors today announced it is taking further steps to adapt its business to rapidly changing market conditions, marked by the weak U.S. economy, record high fuel prices, shifts in consumer vehicle preferences, and the lowest U.S. industry sales volumes in a decade.