Apparently, selling plastic-clad vehicles at no-haggle prices cannot, by itself, sustain a brand. Try as it might, Saturn has been unable to carry the initial momentum generated by the S-Series. Yet, with the release of two exciting concept cars at the 2005 North American International Auto Show, Saturn looks like it may officially be changing directions. While the number of product offerings has (very) slowly grown to three over the past several years, little has been done to draw any significant attention to the newest of GM's divisions. But the SKY two-seater convertible indicates somebody's been stoking the fire at GM. Of the two vehicles unveiled, the Saturn AURA will be the volume seller (or at least Saturn officials hope so). With this midsize sedan based on the same Epsilon platform that carries the Chevrolet Malibu and Pontiac G6, the goal is present a "contemporary and upscale image", according to GM designers. Those same designers pointed to the strong headlights (think Chevy Malibu/Cobalt), and styling that was characterized as fluid…and muscular…and powerful. What that boils down to is a Saturn model that looks more substantial than those we've seen in the past, complete with a bigger body, steel body panels rather than the plastic usually inherent of Saturn vehicles, fender flares, and in the case of the concept car, big chrome wheels. The look is accented by a large chrome grille, a retractable sunroof as seen on the Pontiac G6, and small hood ducts. Like its cousins, the Saturn AURA has a relatively long wheelbase, and GM's Vice President of Design, Ed Welburn, suggested that it was this trait that allows the AURA to carry such attractive body proportions. On the inside, deeply bolstered leather seats will accommodate four or five adults, and upscale touches are found throughout the cabin. According Welburn, the AURA "clearly indicates the dynamic design language for Saturn." Like its cousin, the Pontiac G6, the design of the Saturn AURA will likely be met with a fair amount of success. However, unlike the Pontiac G6, Saturn officials have no plans of building a coupe or convertible version any time soon (the convertible slot will be filled by Saturn's other unveiling in Detroit, the Saturn SKY concept). Although the Saturn AURA was introduced as a concept, company representatives suggest the AURA will see production within the next year or so. By Thom Blackett
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