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Saturn retailers helped us change a consumer's frame of mind about how they should be treated during the vehicle purchase and ownership experience. People want to be treated right, like our no hassle, no haggle sales strategy. People go out of their way to visit Saturn to get that experience.
The concept of surprising and delighting people is a brand characterization that makes Saturn unique and we will continue to capitalize on it.
A great brand is relevant. This year, we're going to focus on Saturn's ideals. We'll do it with an all-new advertising campaign, all-new creative and a focus on each and every touch point with our customers.
Q.What is Saturn's new marketing campaign about?
A.Our advertising and other communications are talking about the product in a balanced and uniquely Saturn way. The simple fact is, we're Saturn, and we're about an experience that automotive consumers can't get anywhere else.
Q.How is Saturn changing?
A.The brand, in my mind, remains the same. We still put people first by nurturing the customer's experience. What's different is that we are expanding and significantly enhancing our product offerings. Beginning with the Relay, a crossover sport van, Saturn will double the brand's portfolio within the next 30 months. Following the Relay, Saturn will introduce its customers with a roadster from GM's Kappa architecture followed by an all-new midsize vehicle, and a larger SUV.
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