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Old 02-03-2009, 11:16 PM   #1
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Default GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Marketi

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Jean Halliday from Advertising Age: General Motors is working behind the scenes to save Saturn. The automaker is working with dealers to keep Saturn in the GM orbit. It hopes to have an action plan ready within 30 days, said Fernando Somoza and Todd Ingersoll, two dealers on the brand's Franchise Operating Team. Neither dealer gave any details of options that are on the table, although Mr. Somoza said one proposal being studied "will have global implications."
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Old 02-03-2009, 11:31 PM   #2
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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One consideration is finding a non-GM carmaker from abroad to distribute cars via Saturn's 400-plus dealers here, said an executive close to the matter.
Interesting food for thought...
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Old 02-04-2009, 12:49 AM   #3
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

So...

Allow Renault or Peugeot CitroŽn on the upper end... Chery, Geely, or Tata on the low end... to share retail space at Saturn locations that want to add another franchise???

That may confuse people even more... especially if GM markets a Corsa and the others market a small car as well. Heck, some people still don't even know Saturn is a GM company, even after all the recent news reports.
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Old 02-04-2009, 12:53 AM   #4
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Originally Posted by todaresqSL2 View Post
So...

Allow Renault or Peugeot CitroŽn on the upper end... Chery, Geely, or Tata on the low end... to share retail space at Saturn locations that want to add another franchise???

That may confuse people even more... especially if GM markets a Corsa and the others market a small car as well. Heck, some people still don't even know Saturn is a GM company, even after all the recent news reports.
Good lord, man. Have you ever been inside a Chery or Geely? I have. There is NO WAY those would sell in the US in their current form. They are downright dangerous. In the 3rd world, people wink at safety in order to have the LUXURY of a car. I don't think the US has sunk quite that far yet.

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Old 02-04-2009, 01:56 AM   #5
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Good lord, man. Have you ever been inside a Chery or Geely? I have. There is NO WAY those would sell in the US in their current form. They are downright dangerous. In the 3rd world, people wink at safety in order to have the LUXURY of a car. I don't think the US has sunk quite that far yet.

Cheers,
lol... exactly why I said the low end. Even if they create something that is road legal in the US... it will be lower than KIA was.
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Old 02-04-2009, 08:45 AM   #6
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

LOL they finally admit their mistake about the lack of marketing? This should be interesting.
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Old 02-04-2009, 08:50 AM   #7
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Originally Posted by Ritz View Post
Good lord, man. Have you ever been inside a Chery or Geely? I have. There is NO WAY those would sell in the US in their current form. They are downright dangerous. In the 3rd world, people wink at safety in order to have the LUXURY of a car. I don't think the US has sunk quite that far yet.
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Old 02-04-2009, 09:31 AM   #8
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Even Mr. LaNeve conceded that GM "didn't spend enough on marketing to introduce the new products."
Well, no ****, you incompetent douche. Look at Hyundai - the new Genesis is advertised everywhere and now even more after winning NACOTY. The AURA got zip at launch and stalled for months between the NACOTY award and the first advertisement about it. People won't buy a car or see how good it is, IF THEY DON'T KNOW ABOUT IT!
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Old 02-04-2009, 09:48 AM   #9
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Well, no ****, you incompetent douche. Look at Hyundai - the new Genesis is advertised everywhere and now even more after winning NACOTY. The AURA got zip at launch and stalled for months between the NACOTY award and the first advertisement about it. People won't buy a car or see how good it is, IF THEY DON'T KNOW ABOUT IT!
Exactly. I think someone finally woke up and smelled the coffee at GM! Let's hope that now, maybe they will change coarse and start spending some advertising money. Time will tell though. I think Saturn will still be part of the picture, hopefully GM will see what was started and learn from the past errors to make Saturn a truly viable part of the overall scheme.
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Old 02-04-2009, 12:38 PM   #10
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

I literally stumbled onto the Saturn Aura while researching Opel summer of 2006. Went to a Saturn dealership 2 weeks after the Aura first hit the showroom floor BEFORE winning NACOTY. 2 Years later I bought one. Other than the Saturn website, I saw virtually no Saturn advertising that I can recall (and I'm a TV watcher!). Now that I've got an Aura, what does GM do? It pushes the Chevy Malibu - a well-established brand and model. It's beyond me as to why GM hasn't pushed the new Saturn lineup more aggressively through TV ads. This is my first new GM in 30 years and it's a SWEET ride. Loaded - for much less $$$ than a CamCord. I did my part in helping GM / Saturn. I'll buy another Saturn in a few years - if they're still around.
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Old 02-04-2009, 01:17 PM   #11
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Originally Posted by gpartrid View Post
I literally stumbled onto the Saturn Aura while researching Opel summer of 2006. Went to a Saturn dealership 2 weeks after the Aura first hit the showroom floor BEFORE winning NACOTY. 2 Years later I bought one. Other than the Saturn website, I saw virtually no Saturn advertising that I can recall (and I'm a TV watcher!). Now that I've got an Aura, what does GM do? It pushes the Chevy Malibu - a well-established brand and model. It's beyond me as to why GM hasn't pushed the new Saturn lineup more aggressively through TV ads. This is my first new GM in 30 years and it's a SWEET ride. Loaded - for much less $$$ than a CamCord. I did my part in helping GM / Saturn. I'll buy another Saturn in a few years - if they're still around.
Completely agree with you.
I never saw myself buying a saturn before, I feel the same way about the new products, I shall buy another saturn in the future if they offer a line-up like that.
I almost bought two , VUE, AURA but settle for the aura.
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Old 02-04-2009, 01:17 PM   #12
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Originally Posted by todaresqSL2 View Post
So...

Allow Renault or Peugeot CitroŽn on the upper end... Chery, Geely, or Tata on the low end... to share retail space at Saturn locations that want to add another franchise???

That may confuse people even more... especially if GM markets a Corsa and the others market a small car as well. Heck, some people still don't even know Saturn is a GM company, even after all the recent news reports.
Knowing our luck, it probably will be cheap Chinese crap! On the other hand, it'd be awesome to see Citroen in this country again.
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Old 02-04-2009, 01:18 PM   #13
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

It's not just lack of advertising, it's poor quality and ineffective marketing. They need to create some buzz, showcase unique features, and find an identity in the marketplace.

Showing a car driving around with some music and a 5 second shot of an "attractive offer" in a TV spot just doesn't do it anymore. They need to get these cars out into the public where people can see the quality. They need to find viral ways to drive people to their web site. It's time for someone to get creative. Find ways to reach your target audience.
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Old 02-04-2009, 01:37 PM   #14
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

GM had the chance to hit people between the eyes during the Super Bowl back when the Aura won 2007 NACOTY just like Hyundai did last Sunday.....but of course they didn't....because they are idiots. Anybody see Hyundai sales released yesterday...take a look, you'll fall off your chair. Their employment insurance campaign is sending sales skyward and their campaign on Sunday has only added to their visibility. As a huge Saturn supporter I just cry.
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Old 02-04-2009, 01:43 PM   #15
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Their employment insurance campaign is sending sales skyward and their campaign on Sunday has only added to their visibility.
Hyundai would just love for that to be the case. In the real world, someone unsure about their job security isn't buying a new car in the first place. This was either a severe fleet dump (probable and not uncommon for them) or Jan. '08 was horrendous.
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Old 02-04-2009, 01:57 PM   #16
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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In the real world, someone unsure about their job security isn't buying a new car in the first place.

Hello? is this mic on? Ding Ding Ding!!!
K-1 wins the golden prize!!!! You are one of the few who seems to understand what is happening.

Bad economy = no sales. No Sales = no profit. No profit = bad economy. Add no marketing into the mix and whaddya got? nothin' ! and lots of it.
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Old 02-04-2009, 02:33 PM   #17
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Attention Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

Mr. LaNeve conceded that GM "didn't spend enough on marketing to introduce the new products."

Isn't this the second time GM admitted this? Did these chuckleheads expect different results the second time around? Will they ever freakin' learn?

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Old 02-04-2009, 02:35 PM   #18
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Mr. LaNeve conceded that GM "didn't spend enough on marketing to introduce the new products."

Isn't this the second time GM admitted this? Did these chuckleheads expect different results the second time around? Will they ever freakin' learn?


Ever hear the saying "you can't teach an Old Dog new tricks?" I'll say no more.
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Old 02-04-2009, 02:39 PM   #19
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

By chance, I discovered the Astra on an automotive forum on a college website. The discussion thread ironically involved the state of the US car industry in general, and GM in particular.
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Old 02-04-2009, 02:52 PM   #20
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Default Re: GM Throws Lifeline to Flailing Saturn Brand, Admits It Didn't Spend Enough On Mar

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Ever hear the saying "you can't teach an Old Dog new tricks?" I'll say no more.
Ya can't even teach 'em old tricks. Henry Ford said:

ďA man who stops advertising to save money is like a man who stops a clock to save time.Ē
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