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Old 04-22-2008, 11:40 PM   #1
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Default New Saturn Ads Try To Turn The Page on Riney

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New Saturn Ads Try To Turn The Page on Riney

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With Saturn's new advertising campaign well underway, Business Week's David Kiley blogs about his recent article about Saturn's latest marketing direction.

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Old 04-22-2008, 11:44 PM   #2
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Default Re: New Saturn Ads Try To Turn The Page on Riney

But Eric Hirshberg, chief creative officer of Deutsch/LA says the agency research the heck out of Saturn in the last six to nine months and found that the target buyers for Saturnís Outlook, Aura sedan, Sky roadster, Vue SUV and Astra sub-compact viewed the "Main Street" approach as being out of step with the current lineup.

Not surprising, but it begs the question, why did GM keep the Saturn name? If brand loyalty was the reason, why give the division a completely different class of product that targets a totally different buyer? Isn't Cadillac supposed to be the luxury division? And what is Buick's role these days?

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Old 04-23-2008, 08:02 AM   #3
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Default Re: New Saturn Ads Try To Turn The Page on Riney

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Originally Posted by VTHokie00SL2 View Post
Not surprising, but it begs the question, why did GM keep the Saturn name?
Why is Hyundai moving up-market and keeping the same name? Why is Toyota moving up-market and keeping the same name? Why did Lexus move from the Chevy of luxury marques to an legitimate luxury marque and keep the same name?

Because there's nothing to gain from rebranding.

Quote:
Originally Posted by VTHokie00SL2
If brand loyalty was the reason, why give the division a completely different class of product that targets a totally different buyer? Isn't Cadillac supposed to be the luxury division? And what is Buick's role these days?
There are plenty of people that have gone from: S-series->AURA, L-series->AURA, S-series->ASTRA, ION->ASTRA, old VUE->new VUE, old VUE->OUTLOOK. These are the same buyers.

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Old 04-23-2008, 12:25 PM   #4
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Default Re: New Saturn Ads Try To Turn The Page on Riney

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Originally Posted by K-1 View Post
Why is Hyundai moving up-market and keeping the same name? Why is Toyota moving up-market and keeping the same name? Why did Lexus move from the Chevy of luxury marques to an legitimate luxury marque and keep the same name?

Because there's nothing to gain from rebranding.

There are plenty of people that have gone from: S-series->AURA, L-series->AURA, S-series->ASTRA, ION->ASTRA, old VUE->new VUE, old VUE->OUTLOOK. These are the same buyers.
Couldn't have said it better myself. Sometimes when things change, people don't like it. An old wise Master Sergeant once told me that "the only thing constant in life is change...you either get use to it, or you get run over!!"

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Old 04-23-2008, 02:11 PM   #5
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Default Re: New Saturn Ads Try To Turn The Page on Riney

It's one thing to expand the lineup, but another to eliminate the product that was once your bread and butter. There are always going to be people looking for an affordable small car. And given that the entire new Saturn lineup doesn't match the sales of the S Series back in the mid-90's, I'd say more buyers have gone on to other brands than stuck with Saturn.

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Old 04-23-2008, 02:23 PM   #6
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Default Re: New Saturn Ads Try To Turn The Page on Riney

Quote:
Originally Posted by VTHokie00SL2 View Post
It's one thing to expand the lineup, but another to eliminate the product that was once your bread and butter. There are always going to be people looking for an affordable small car. And given that the entire new Saturn lineup doesn't match the sales of the S Series back in the mid-90's, I'd say more buyers have gone on to other brands than stuck with Saturn.
Comparatively, everyone has "eliminated" their "bread and butter." Can you buy a $10k Corolla/Civic anymore? How about a $15k Camry/Accord? The "affordable small car" is now a misnomer.

To quote the sales numbers of yore is moot, the cars are more profitable now than they were in the mid-'90s, even at lower numbers.

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Old 04-23-2008, 04:06 PM   #7
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Default Re: New Saturn Ads Try To Turn The Page on Riney

Quote:
Originally Posted by K-1 View Post
Comparatively, everyone has "eliminated" their "bread and butter." Can you buy a $10k Corolla/Civic anymore? How about a $15k Camry/Accord? The "affordable small car" is now a misnomer.
There's now the Yaris below the Corolla.

Quote:
To quote the sales numbers of yore is moot, the cars are more profitable now than they were in the mid-'90s, even at lower numbers.
Huh? The population has only increased as time has gone by, and there are more cars on the road than ever. So, if sales numbers are dropping, someone else is picking up market share while Saturn is losing it. But if they're making a bigger profit off of fewer cars, I guess market share isn't so important.

Last edited by VTHokie00SL2; 04-23-2008 at 04:12 PM..

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Old 04-23-2008, 09:10 PM   #8
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Default Re: New Saturn Ads Try To Turn The Page on Riney

Now that Riney is dead, GM feels they can continue to close another page from the book on Saturn.

The question now is what is left? The original Saturn owners that Riney, and Saturn Corp brought into the GM fold.

K-1 is right, most all the current Saturn owners are previous Saturn owners.

The new ads really should not even try to follow the old Saturn in any way, because the new Saturn is a totally different animal being sold by the same dealers.

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Old 04-24-2008, 06:34 PM   #9
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Default Re: New Saturn Ads Try To Turn The Page on Riney

I agree with K-1 about past Saturn owners sticking with Saturn in spite of the changes it has gone through.

Hokie, changing the name of a division doesn't allow for the chance to build equity. In addition I'd be curious to know how much it would cost GM to change the signage over from Saturn to Opel.


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