I was saddened last evening when the news first broke that GM's Saturn brand will ultimately cease production as the deal to sell to Penske Automotive Group fell through. AdAge article here.
I remember well when the Saturn brand first popped onto the scene with its "Different kind of car. Different kind of car company." brand messaging (developed by Hal Riney Partners, San Francisco). In 1993, my wife and I purchased our first new car together – a blue-black Saturn SL-2. Damn, that was a gorgeous car. The bottom line: the car buying experience lived up to their brand positioning. At the time, it was different – a new way of buying a car as Saturn was the first to offer "here's the price, let's not play the car buying game". I remember they also took our picture (Polaroid, of course...it was 1993!) and placed it onto their bulletin board with all of the other proud new owners.
Our SL-2 lasted 10 or so years (at least five of the valves lasted 9 and half years). Ultimately, I donated it to St. Vincent De Paul and purchased something else. Funny thing is I don't remember that purchase as the car buying experience just wasn't the same.
So, farewell Saturn. And thank you for making our first car buying experience a memorable one.
For just a taste of the Saturn experience, here's a Saturn Homecoming spot from 1994:
I remember well when the Saturn brand first popped onto the scene with its "Different kind of car. Different kind of car company." brand messaging (developed by Hal Riney Partners, San Francisco). In 1993, my wife and I purchased our first new car together – a blue-black Saturn SL-2. Damn, that was a gorgeous car. The bottom line: the car buying experience lived up to their brand positioning. At the time, it was different – a new way of buying a car as Saturn was the first to offer "here's the price, let's not play the car buying game". I remember they also took our picture (Polaroid, of course...it was 1993!) and placed it onto their bulletin board with all of the other proud new owners.
Our SL-2 lasted 10 or so years (at least five of the valves lasted 9 and half years). Ultimately, I donated it to St. Vincent De Paul and purchased something else. Funny thing is I don't remember that purchase as the car buying experience just wasn't the same.
So, farewell Saturn. And thank you for making our first car buying experience a memorable one.
For just a taste of the Saturn experience, here's a Saturn Homecoming spot from 1994:
Powered by Compendium
Comments for A moment of silence for a fallen brand