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Old 03-19-2009, 01:03 AM   #1
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Default Saturn Launches Ad Campaign to Reassure Customers

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Saturn Launches Ad Campaign to Reassure Customers

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It's only been a few hours since I first saw the new "We're Still Here" television ad, and the New York Times already has an indepth article about Saturn's brand-new campaign. The story not only discusses that particular ad, but it also takes a look at some of the other spots featuring retail store owners in Saturn's attempt to reassure customers that the brand is still in business.

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Old 03-19-2009, 06:58 AM   #2
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

It's just plain sad and embarrassing that Saturn has reached the point where they are spending money to say "we're still here". I have to wonder if this ad will have a reverse effect from the intended goal. If I knew little about a car company and saw an ad saying "we're still here", I think I might give them a broad pass when searching for a new vehicle.

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Old 03-19-2009, 07:26 AM   #3
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

"The campaign is intended to tackle the "issue of trust" that may arise in these circumstances, Ms. McGill said, as many marketers caught up in the economic turmoil find it necessary to reassure consumers. The Saturn campaign, scheduled to run through early May, is being timed to arrive with spring, usually a good sales season."


Some years back, Avis ran a very successful ad campaign in which they acknowledged that Hertz was the #1 rental car agency and Avis was only #2, coming up with the "We try harder" slogan. Sometimes coming forth with an honest and candid statement puts the target audience a little more at ease and willing to hear you out.

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Old 03-19-2009, 07:56 AM   #4
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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Some years back, Avis ran a very successful ad campaign in which they acknowledged that Hertz was the #1 rental car agency and Avis was only #2, coming up with the "We try harder" slogan. Sometimes coming forth with an honest and candid statement puts the target audience a little more at ease and willing to hear you out.
That was in 1962...it's 47 years later...Avis is now #1 (But they had to merge with #4 Budget to do it) Of course Hertz was also owned at one point by GM and later, Ford...which could explain a lot..(LOL)

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Old 03-19-2009, 08:02 AM   #5
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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It's just plain sad and embarrassing that Saturn has reached the point where they are spending money to say "we're still here". I have to wonder if this ad will have a reverse effect from the intended goal. If I knew little about a car company and saw an ad saying "we're still here", I think I might give them a broad pass when searching for a new vehicle.
Sometimes even "bad" press is good press. And for some that don't even know who Saturn is, it might prompt them to find out. Personally, I think it's a good, bold move on their part, but as stated in another post, I hope there is supporting product line ads to SHOW people what Saturn has to offer other than still being here doing business.

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Old 03-19-2009, 09:05 AM   #6
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

Gee. Historically bad marketing followed by...more extremely despirate bad marketing. What a surprise! All GM is doing is trying to cut their losses. We need to face the facts - Saturn is beyond life support - brain dead - it's a goner.

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Old 03-19-2009, 09:33 AM   #7
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

There was a nice looking ad recently about how Saturn buys the competitors vehicles to compare them to the Aura. It was a slick commercial, but could have run when Aura came out.

I remember in the mid 90's I was wanting to buy a new truck as cheap as possible. A Nissan dealer advertised one and I went the address listed in the ad and the dealership had moved. I bought a Mazda instead. The problem I see with Saturn is trying to instill trust when there are weekly dealership closings and the word bankruptcy being mentioned in the same sentence with GM.

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Old 03-19-2009, 11:54 AM   #8
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

A lot of people, if they get taken in by these desperation ads, are going to find that their Saturn dealers are no longer here when they go looking!

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Old 03-19-2009, 12:30 PM   #9
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

At the same time they are advertising "we're still here", dealerships are closing on a daily basis. What kind of mixed message is that?

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Old 03-19-2009, 12:48 PM   #10
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

I liked the ad. I saw it several times on TNT in Seattle.

One of the best ads they made in quite some time.

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Old 03-19-2009, 04:33 PM   #11
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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Old 03-19-2009, 07:48 PM   #12
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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At the same time they are advertising "we're still here", dealerships are closing on a daily basis. What kind of mixed message is that?
I don't think its mixed at all considering the economy. Stores, businesses, and car dealers of all makes are struggling to stay open. Unfortunately, some folks -- even a few very vocal SaturnFans members -- confuse some Saturn store closings with the company going out of business!! What's wrong with Saturn going on the offensive and telling consumers that, despite what they may have read or heard, Saturn is not dead? I think its a smart move.

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Old 03-19-2009, 07:54 PM   #13
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Dizzy Re: Saturn Launches Ad Campaign to Reassure Customers

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Originally Posted by VWCarcrazy View Post
Gee. Historically bad marketing followed by...more extremely despirate bad marketing.
What was so bad about that commercial? I think its a pretty smart move considering everything that's going on in the industry.

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We need to face the facts - Saturn is beyond life support - brain dead - it's a goner.
Says who? Last I heard, Saturn was working on spinning itself off from GM, becoming independent, and working on a viable business plan for the future. That's far from dead! Please stop posting WRONG information as if it were fact.

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Old 03-19-2009, 07:58 PM   #14
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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Originally Posted by railguy7 View Post
It's just plain sad and embarrassing that Saturn has reached the point where they are spending money to say "we're still here". I have to wonder if this ad will have a reverse effect from the intended goal. If I knew little about a car company and saw an ad saying "we're still here", I think I might give them a broad pass when searching for a new vehicle.
Well, just look at some of the posts around here. Some very vocal members have already declared the company dead. What is Saturn supposed to do? Sit back and watch as the media, critics, and those select few upset fans write their obituary? I think setting the record straight in the form of a new ad campaign is a smart move and the right thing to do.

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Old 03-19-2009, 09:15 PM   #15
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

Depressing
that when I see the current Saturn advertisment it feels like a preview of a 2011 Buick (Opel rebadge) commercial...

I support Saturn but as a corporaion they need to grab the rudder and demonstrate the ability to steer this boat without the GM umbrella. Two years is a really short time to develop an entirely new car so a rebadge may be the only option to save the Saturn brand until they can actually build 'something different'. Returning to polymer or other radical changes may be a 2015 possibility, but Saturn has to survive until 2015 for that to happen. The 2012 model year is already approaching fast...

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Old 03-19-2009, 09:52 PM   #16
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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Tisk Tisk Wolfie...

These ads are too little, too late. GM neglected the brand for too long and abandoned the core concepts it was founded on (along with the following) for a mainstream market that didn't exist for its product mix of re-badged GM product.

With dealers closing faster than they can move the cars off the lot, I just cannot fathom how anyone can see this ad as anything but a desperate ploy with no substance behind it other than the stimulus money that likely paid for it.

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Old 03-19-2009, 10:08 PM   #17
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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Well, just look at some of the posts around here. Some very vocal members have already declared the company dead. What is Saturn supposed to do? Sit back and watch as the media, critics, and those select few upset fans write their obituary? I think setting the record straight in the form of a new ad campaign is a smart move and the right thing to do.

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Old 03-20-2009, 07:12 AM   #18
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

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Tisk Tisk Wolfie...

These ads are too little, too late. GM neglected the brand for too long and abandoned the core concepts it was founded on (along with the following) for a mainstream market that didn't exist for its product mix of re-badged GM product.

With dealers closing faster than they can move the cars off the lot, I just cannot fathom how anyone can see this ad as anything but a desperate ploy with no substance behind it other than the stimulus money that likely paid for it.
Wow, that line gets harder to spot with every passing week...

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Old 03-20-2009, 08:46 AM   #19
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Roll Eyes Re: Saturn Launches Ad Campaign to Reassure Customers

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Tisk Tisk Wolfie...

These ads are too little, too late. GM neglected the brand for too long and abandoned the core concepts it was founded on (along with the following) for a mainstream market that didn't exist for its product mix of re-badged GM product.

With dealers closing faster than they can move the cars off the lot, I just cannot fathom how anyone can see this ad as anything but a desperate ploy with no substance behind it other than the stimulus money that likely paid for it.

piney, just curious, I have been reading lots of dealerships in the NE US and Canada closing, but none in FL. Florida has one of the largest bases of Saturn retailers. What FL dealers are "closing faster than they can move the cars off the lot"? Just curious because I am not aware of any, did I miss something? As you live in FL and I used to we are both familiar as to what stores are around, especially South FL. Has Saturn of Miami Dade or Broward or WPB or Stuart or Vero or the many dealerships on the W. Coast or Central FL closed lately that I have missed?

From what I know there are still around 400 stores very much still open scattered about the US. The commercial is just telling people that Saturn IS still open, there is no hidden context to it and it is intended to counter all the negative hype and premature-death tolling. Some specific dealers have closed their Saturn stores, but Saturn itself is still very much alive.

As far as WHY certain Saturn dealerships are closing, please read this post:

http://www.saturnfans.com/forums/sho...d.php?t=135558

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Old 03-20-2009, 09:20 AM   #20
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Default Re: Saturn Launches Ad Campaign to Reassure Customers

I think Piney was refering to the fact that Saturn has recently seen a number of its dealers close or consolidate nationally. The past three weeks have seen numerous dealers give up and close. While many other brands are suffering, Saturn, Saab & Hummer have been especially hard hit by the General Motors announcement of a future without them.

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