Saturn cars, Saturn brand profile

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Saturn began as a concept different from any other in the automotive industry. GM created the brand as a wholly owned subsidiary, meant to operate independent of its parent corporation. The brand was designed to focus on people, creating the cars and service experiences the average consumer expects out of a brand. The simple and straightforward nature of most Saturn dealerships meant early success in both the consumer market and the critical world. In 1990, Saturn’s debut year, Popular Science magazine named the company one of “The Year’s 100 Greatest Achievements in Science and Technology.”

Since its inception, Saturn has become less and less independent and more a part of the overall GM line of vehicles. Many would argue this has been to the detriment of the brand as they produce less and less unique vehicles and focus on the platform oriented models of GM. The Saturn Aura, which saw great critical acclaim, was only a moderate success, likely as a result of the lackluster advertising campaign that preceded the model’s release. As GM continues to struggle against import manufacturers we may yet see a return to the Saturn of yesteryear.

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You can see the push-pull of independence vs. GM ownership in Saturn’s own site. The page is a subdued mix of retail advertising and personality. The ‘About Us’ page is thin, and could do a lot more to utilize the brand loyalty that has made Saturn infamous. The page also hosts a section for enthusiasts that, again, feels more like a retail ploy than an investment in the loyalty of the customer. Come on Saturn, we want you back.

Saturn at Wikipedia
The Saturn page at Wikipedia is pretty small, but with a decent amount of information. The page details the shift in GM’s plans for Saturn, from an independent subsidiary to just another part of the GM line. The most interesting part of the page is a discussion of the proprietary platform originally developed for Saturn vehicles.

Saturn at Autoblog
GM has certainly shifted its focus to providing smaller cars with less environmental impact. The guys at Autoblog keep us on the forefront of the mini-car invasion, with the Saturn Astra expected to do big things. Flop or fly, this is where you’ll hear about it first.

Community Sites
The Saturn Sky gives Saturn enthusiasts another reason to keep buying from Saturn. The success of the 2-seater, alongside platform sister the Pontiac Solstice, has bred a great forum at This is where you’ll find all the tips and tricks to fix the quirks and get the most from your Sky.

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