.jpg)
Saturn's entry-level car, the Astra hatchback, is one of
its slowest sellers.
After General Motors announced it had halted development of future Saturns and would likely kill the brand within three years, the automaker has asked dealers and other loyalists for patience while it sorts out its options.
GM, which has been treating Saturn as expendable as it tries to streamline its operations, asked the owners of Saturn's dealership franchises to wait 60 days before trying anything drastic in their efforts to survive past 2011.
The Saturn brand was introduced in 1990 as "a different kind of car company," with innovative and fuel-efficient compact cars and extra-friendly dealerships designed to woo customers who would otherwise have bought Japanese cars.
The strength of Saturn's dealerships is one of the primary reasons the brand has survived as long as it has.
Owners stuck with Saturn even as its original core compact product became increasingly outdated in more than a decade on the market and was then replaced by a car that was torn apart by car reviewers.
They stuck with Saturn even as some of its more recent introductions -- the L-Series midsize sedan and Vue compact SUV -- suffered quality problems, and as the newest Saturns were nearly identical to products from other GM divisions.
But Saturn's product line no longer offers what was once its core product: an inexpensive, reliable compact sedan. The closest equivalent is the Astra hatchback, borrowed from GM's European Opel division, but exchange rates drive its prices up and its gas mileage isn't as good either as original Saturns or as many other key compact cars, and its sales have been dismal at just 824 units moved off dealer lots last month.
Last month, more than five times as many Toyota Corollas sold as the entire five-vehicle Saturn brand, and well over 20 times as many people bought Corollas as Saturn Astras. The original Saturn S-Series compact averaged well over 20,000 cars per month at its peak in the mid-1990s, comparable to the Corolla and other sales leaders of its day.
See the slideshow below for details on Saturn's product history and errors
But with the hundreds of dealers continuing to remain an asset to the brand, the two hundred or so franchise owners have considered making their own plans.
One idea pitched last week calls for the dealerships to collectively buy the Saturn name and distribution system from General Motors and then sell a collection of other automakers' products as Saturns. Saturn General Manager Jill Lajdziak described this possibility to dealers before the order came from higher up not to panic.
The goal—from a product perspective—would be to find future vehicles that match the Saturn Brand: fuel-efficient, safe, reliable and affordable. From a retailing perspective, we would build on our core strength of unmatched customer service. The same hassle-free experience that is a hallmark of the brand could be taken to even higher levels.
In other words, dealers who blame slow sales on the brand's collection of GM products that do not fit that original "core strength" would survive if they could find other automakers who could sell them cars that do.
Some industry observers say it's more likely, however, that Saturn will follow the path of Oldsmobile into extinction, and General Motors will end up spending further millions or billions it can't afford as it breaks its franchise agreements. And many of Saturn's remaining loyalists will likely return to the Hondas and Toyotas from whence they came.
Comments
I know some very sad Saturn fans. Thanks. i was never a big fan. I always felt cramped in a Saturn.
I know a staurn owner and I was considering getting one, not now. What can one buy and be certain that it will be around at least for the warrenty time.
General Motors will still honor the full warranty of any Saturn product sold at least through next year. The brand disappearing doesn't affect the General Motors warranty.
In fact, even if General Motors were to file for bankruptcy protection, warranties would almost certainly still be honored to prevent a loss of consumer confidence.
SUCH a crying shame how GM systematically destroyed this wonderful brand that performed in every single way GM asked it to: it produced quality, reliable, safe, unique (polymer body panels, for instance), high-mileage cars and consistently provided excellent customer service (which it still does). GM "rewarded" this by systematically destroying Saturn's autonomy, Spring Hill plant, and core product, and consistently NOT understanding what the brand is all about, which IS the future of what GM should be all about, and what Saturn customers want and LOUDLY begged for, to deaf GM ears, for years: A TRULY GREEN LINE OF VEHICLES. They destroyed their EV (electric vehicle) and crushed them into tiny cubes, instead of taking them national, which, again, is what Saturn customers like me begged for, for YEARS and LOUDLY and to GM directly. GM does not get it! They do not deserve Saturn! I hope Saturn breaks free of the shackles of GM and returns to their green roots. We loyal customers of Saturn who, as the article correctly points out, have stuck with the brand even as GM went with larger, clunkier, unrecognizable-as-Saturns vehicles, and kept our SLs (mine is a '99 SL2) all this time so that we could still go to Saturn service and HOPE GM would come to its senses and figure out what Saturn customers want (fuel-efficient, green vehicles), will be better off without GM, as THEY ARE CLUELESS, THEY ARE INTENTIONALLY CLUELESS, THEY HAVE TURNED A DEAF EAR ON CUSTOMERS FOR YEARS. Saturn will be far better off if it can ditch GM.
What a shame. Such a great company. Hopefully they get bought out by a more responsible car company that actually has clue on what the consumer wants. -Colin
I have a Relay. The biggest mistake of my life thus far. The Automakers and the UAW have helped bring this country to it's knees. GM is now 60% owned by the government.
We are looking at a capitalistic society very soon. I will never own another American or UAW produced vehicle.
I'm on Saturn #2 and found the car and service to be phenomenal! Shame on you, GM, for doing such a lousy job of running your company - greed, greed and more greed - with a former president and VP who were Oil Greed and didn't help the situation at all.
I have had 4 saturn cars since 1992 I lease and love the Saturn cars.I now have a 2008 Saturn Aura and love it.The Saturn Dealers I
have worked with over the years I have found to be very satisfying.
My problem is what happens when my 2008 Saturn has to be returned
and will Saturn still be there with more of their fine cars.
I remain tedblow1@hotmail.com
I am an owner of a saturn L series and its the worse car i ever owned!
Not surprised that its going bad for GM.
My family has had several Saturns - all of them great cars - unmatched dealer service and vehicle quality! I'm not a big fan of the overpriced niche market Cadillac, but it's still around - the Saturn line was great! The innovations the cars have are great - comfort, style, value all rolled into one. I guess the reason their sales were down was that Saturn owners tend to keep their don't have high turnover - LONG LIVE SATURN!
I just bought a Saturn Ion and its the sweetest car a have ever had so far saturn is a brand that will be in my heart F these hatin people man F YOU ALL
Very easy There too many brand under GM and if there going to be alot of brand and styles DON'T base it off each other give them there own look and under bodies and to boost sale Car, Truck ,suv vans got to loose about 35% of its cost , everyone can go to the dealer sign a paper then expect them to buy your products and keep it for 7year and keep up with Payments and then Maintains,Here in canada we are expected to pay monthly around 800 for a good Car after 3yrs start paying an average 300 a month for maintains
I have a 1992 Saturn SL-1 with 480,000 miles on it and it is still running great. My daughter uses it now, she's seventeen.
Great car and lots of good memories when my children were still young. Cross country driving from East Coast to West Coast and back several times. I can't get rid of it. My life story was written on it.
Had a '94 Saturn that ran and ran and ran, went for a bigger car cuz of kids, got a Chrysler Sebring, gorgeous car but piece of crap, went back to Saturn, an ION. Sweet car and great service but miss the autonomy of Saturn. Great company destroyed by GM.
I had a Saturn and thought they were the worst cars ever. I feel bad for the people losing their jobs. But I feel Sautrn grew Greedy. The cars were very cheaply built. And were too much for what they actually were. A friend of mine was a Saturn lover until I took apart her car and showed her how cheaply they were made.
Edna, you like like Apple Fans. No matter how expensive it is and how little you get you will still back a brand that was really no good from the start.
We will miss you Saturn!!!!!
My husband and I have had our 1999 Saturn SL-2 (4-doors) for almost 7 years, it has been through everything we have, from central AR to eastern GA, then back down to FL and up to AL. We love our car, and although it's starting to need more repairs, it's better than buying a new one and making highly outrageous payments for something I could get parts for cheaper. Thank you Saturn for a good car! And thank you Toyota for a gas-guzzler of a Toyota Tacoma, crappy floor mats that needed replaced, and headlights & flood-lights that need to be changed every other month it seems. Going with a Chevy next time ;)
Got something to say?
Examiner.com is looking for writers, photographers, and videographers to join the fastest growing group of local insiders. If you are interested in growing your online rep apply to be an Examiner today!