| The Saturn brand has been revitalized by General | | | | the people with a mindset we're going after,” says |
| Motors to provide good competition for Asian brands | | | | Chuck Thomson, the executive director for Saturn |
| such as Toyota and Honda. In the past, the brand is | | | | marketing. “Rather than default to Camry or |
| known only for its haggle-free customer service, but | | | | Accord we're saying we have a shot if you stop in |
| with General Motors injecting European styling and a | | | | and drive all three,” he added. |
| better performance engine to the Saturn cars, the | | | | “When we get people in the seats, we're very |
| brand quickly became a strong competition to Toyota | | | | successful, even among people who'd never think |
| and Honda. | | | | about shopping a Saturn,” inferred Thomson. He |
| The brand’s midsize sedan, the Saturn Aura, | | | | further pointed out that they are successful 40 percent |
| recently was named as the North American Car of | | | | of the time in selling a car when the customer has the |
| the Year and that is a sure sign that they are moving | | | | car for a test drive. |
| forward in challenging Asian car brands for supremacy | | | | Letting potential costumers test drive the |
| in the auto market. Saturn will now capitalize on the | | | | competition’s car, of course, has its risks. There is |
| distinction given to the Aura and will use it as the | | | | that certain chance that consumers would like either |
| anchor of their latest marketing strategy. | | | | the Camry or the Accord better. In response to this |
| In a move akin to Ford’s Fusion Challenge, Saturn | | | | possibility though, Thomson has this to say: “It's a |
| will also put the Aura against the Camry and the | | | | risk we're willing to take. We don't think it will |
| Accord to let car buyers experience the new Saturn | | | | happen.” According to Thomson, sixty percent of |
| experience. The marketing strategy is aimed to | | | | their consumers have never owned a General Motors |
| highlight the fact that the Aura bested the Camry and | | | | vehicle in the past. |
| the Accord. According to the manufacturer of the | | | | The 2007 Saturn Aura XE was named as the 2007 |
| Aura, they are also aiming to change the views of car | | | | Car of the Year besting the 2007 Toyota Camry LE |
| buyers who think that domestic cars are inferior to | | | | and the Honda Accord Special Edition with latter using |
| those made by Toyota and Honda and even Nissan in | | | | the Honda Accord side marker light and other |
| that case. | | | | components. |
| The marketing strategy involves providing Camry units | | | | Saturn though is not the only General Motors division to |
| and Accord vehicles to consumer test drivers. These | | | | have thought about providing their consumers the |
| cars will be provided for those who are willing to test | | | | chance to test drives the competition’s cars. |
| drive the Saturn Aura. Saturn dealerships will be | | | | Chevrolet is reported to be thinking about employing |
| running the Saturn side-by-side test drive strategy until | | | | the same strategy by offering Camry units to be test |
| the 31st of July although it is expected that Saturn will | | | | driven side by side with the Chevy Malibu. General |
| extend the marketing campaign. | | | | Motors announced though that the marketing strategy |
| “Those with preconceived notions about domestic | | | | for the Chevrolet division has not been ironed out yet |
| cars who wouldn't even stop by a dealer to shop are | | | | but it may even be employed sometime soon. |