NYT: With Saturn, G.M. Failed a Makeover

[Omaha Steve]

http://www.nytimes.com/2008/12/04/business/04saturn.html?_r=1&partner=EXCITE&ei=5043

By MICHELINE MAYNARD
Published: December 3, 2008

General Motors has promised Congress that it can recreate itself as a different kind of car company — smaller, with a more cooperative relationship with its union, and a lineup of fuel-efficient cars to compete with the best of the foreign brands.


Christopher Berkey for The New York Times
In July 1990, the first Saturn rolled off the Spring Hill, Tenn., assembly line, with Roger Smith of General Motors holding the key.


At least G.M. knows how difficult the challenge will be.

A quarter-century ago, G.M. started Project Saturn with the same goals. And it worked, for a time. Saturn owners, including many who traded in their Hondas and Toyotas to own the first models in 1990, became cheerleaders for the division’s customer-friendly approach, while the United Automobile Workers union gave up many of its traditional restrictions to help Saturn succeed.

The brand became a media darling, and was featured on the cover of Time. “Can America still compete?” said the headline. “With its new Saturn, G.M. bets the answer is yes.”

But Saturn quickly started losing its shine. G.M. executives cut spending, and shoppers flocked to S.U.V.’s. Eventually, many workers resisted the new management style. Now the brand that was once a symbol of G.M.’s future will have a bit part, at most.

G.M. said Tuesday that it was “exploring alternatives” for Saturn, which come down to selling it or relegating it to a smaller role in G.M.’s lineup.

FULL story at link.

[trotsky]

1. I've been a proud Saturn owner since 1994.

Our current model is a 2002 L200. Solid car. Traditional Saturn. But I started to notice just a couple of years ago, going to the dealerships, that Saturn was drifting away from what made them a sensation. Their first SUV. Larger sedans. Going for flash & style over substance. I am at the point now where I'm not sure if my next car will be a Saturn, and that's sad. It's become just another line of cars, nothing different.

[Gidney N Cloyd]

2. I'm on my second Saturn-- had a 94 coupe and now a 02 Vue.

Liked them both but I'm not sure I'd be interested in a third go 'round with Saturn. I still like the treatment I get at the dealership but the cars are becoming just re-badged Chevies. GM really fucked up Saturn. They had a promising concept that was starting to deliver and they lost their nerve.

[Eksess]

3. "are becoming re-baged Chevies" ?

Does Saturn make a car that isn't built on a GM platform? For the longest time I've considered Saturns nothing more than Chevys with doors you could kick.

[Gidney N Cloyd]

10. "Does Saturn make a car that isn't built on a GM platform?"

I don't believe Saturn has any models left that don't have 'twins' in most of the other divisions.

And you shouldn't kick the doors anymore, either. The plastic side panels have unfortunately been phased out.

[juno jones]

4. '95 4-door sedan.

I bought it used from my mechanic 4 years ago with 78,000 on it.

One of the best cars I've ever had.

[Schema Thing]

5. Only GM could make such a failure out of a clear success

[hadrons]

6. I have a 1985 news story on the Saturn being the car of the future ....

I should youtube it

[leftofthedial]

7. I had a '93 Saturn wagon (original owner)

until it was stolen last month.

Great car.

[sinkingfeeling]

8. I love my 1999 Saturn. It's got 71K miles on it. Runs great with the only thing replaced being the

timing chain. It still gets up to 40 MPG on the highway.

[originalpckelly]

9. The last two cars my mom owned were Saturns...

and they were the best damn little cars. I remember going to the dealership, and how excited I was. The salespeople weren't total dicks like most other places. It was a neat experience.