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BW: Why Saturn Fell to Earth (Visit this link)
Nineteen years after emerging as a "Different Kind of Car Company," Saturn is headed for oblivion. A moment of silence, please, because Saturn once represented a new beginning for General Motors, which hoped the brand would catch the ascendant Japanese. The experiment fizzled and instead became an object lesson in what happens when a company fails to back up bold thinking with bold execution. Saturn was a stroke of marketing brilliance. Not only had GM created a standalone company with its own factory and dealer network, it had torn up the rules of auto retailing. Saturn's original S Series compact had one fixed price, a revelation for buyers who hated haggling with salespeople. The debut car sold for less than $11,000 and was a bona fide hit. But the newborn Saturn had sibling rivals inside GM.
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