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GM may eliminate Saturn dealers, sell Saturns at other dealerships
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Saturns like this Vue SUV might be sold at
Buick-Pontiac-GMC dealers.
When General Motors first proposed its Saturn brand more than two decades ago, it described it as "a different kind of car company." The original Saturn line of economy cars that came out in 1991 were designed as competitors against the Corollas and Civics that were stealing GM's market share, and they did well at disassociating themselves from the automaker's other vehicle lines.
Many consumers didn't realize Saturn was an American brand. Unlike in other GM brands, Saturn's products were exclusive; they weren't just another version of the same cars also sold as Chevrolets or Pontiacs. The plastic body panels didn't dent or rust. And the dealers were known for their friendly service and no-haggle sales.
But most of that is gone now. Recent and current Saturns have counterparts across GM's brands, and the last plastic-bodied Saturn was built two years ago. And as GM's latest plan for Saturn seems to be a medium to sell its European-market Opels in the North America under a familiar name, those friendly dealers may no longer be required.
The New York Times reported yesterday that GM is considering buying out Saturn franchises and selling Saturns through its network of Buick-Pontiac-GMC dealerships instead.
This move could add much-needed sales volume to struggling Buick-Pontiac-GMC franchises, but would also add redundant products to those dealerships. And it would be the end of the last difference the "different kind of car company" had offered.
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