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How Saturn Built a Brand (Visit this link)

GM's basic premise was that a world-class compact car and a strong quality culture could not be created within the confines of an existing General Motors division. A new company was therefore formed and given the freedom to create not only a product but a whole new organization free from the restrictive UAW contract and the historically confrontational relationship between labor and GM management, free from the constraints caused by an existing brand family, and free from the inhibitions of an existing way of doing business. People who joined Saturn broke ties with their prior GM unit and often moved to Spring Hill, Tennessee, where a "green field" manufacturing facility was built. This new organization was integral not only to creating the product but also to the broader challenge of creating a brand and communicating its identity.

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