Saturn’s New TV Ads: Retailers Tell Saturn’s Story

[Kim McGill]

The unique experience of buying and owning a Saturn always been anchored by the honest and respectful way customers are treated by Saturn retailers. That foundation shines in our new television ads that will appear widely this week during the college basketball tournament.

The format of the ads is simple. There’s no blaring music or cars zipping down twisting mountain roads. Instead, it’s just a Saturn retailer talking about our brand and our products. It represents a renewed focus on the more personal side of Saturn. We are a human car company, made up of people who understand what our customers are going through today.

The messages are straightforward. We are still here, offering a full line-up of fuel efficient vehicles that includes two hybrids. And these great vehicles are still backed by Saturn’s deep commitment to taking care of each and every customer.

I know many ImSaturn members are wondering about Saturn’s future direction, and we hope to have more news to share with you soon. For now, if you want a preview of where we are headed, take a look at these ads. You’ll see a brand that is optimistic, even in these challenging times. You’ll see retailers who are as committed as ever to setting new standards for customer service. And you’ll see Saturn, a different kind of company.

Take a look at our new ads: "We're Still Here," "Pundits" and Fuel Efficiency.

-Kim McGill, Director of Advertising and Promotions, Saturn

[Vickie Vue]

My name is Vickie, a 2009 Saturn Vue XR who is gold. The man who chose me is Matthew. I am his second Saturn. He had a white 2007 Saturn Ion before me but his plans changed so he chose to let someone else adopt the Ion and he chose to take me home. We get comments all the time about how pretty I am and some people even mistake me for a Lexus. That's really cool. Not only that, on the same day I got chosen, so did my cousin, Storm. So we live together. Storm gets lots of great comments too because he's a hybrid. I know I can't do much to help Saturn. I'm not a star so I can't do a commercial and I'm not allowed in buildings. People frown on having their floors marked by tire scuffs. So I'm doing what I can. I'm blogging. I'm also on Twitter under the name VickiePVue. Matthew is a writer and is trying to get permission to have me featured in his upcoming book. People can talk about their cars all they want, but Matthew and I thought it would be different and unique to have the car (Well, crossover in my case) talk. Maybe people will listen. After all, I know what I'm talking about. Make not mistake about it. I'm well aware of the economy and I know what the auto industry is facing. Maybe my posts will do nothing, but in these times where people are down and sad maybe, just maybe, reading a post by an actual vehicle will make them smile. It'll stick in their brains. Then when they pass by that Saturn show room, maybe they'll stop in and fall in love with a Saturn just like Matthew fell in love with me. Anyway, I gotta go. Matthew said something about forgetting his shirt. See ya later! Vickie P Vue

[Rob]

Yep. I was just getting an oil change done this past weekend. They had a Vue Hybrid sitting on the show room floor so I looked it over and read the options label. Found out something I did not know. The warranty on the hybrid system is longer than the powertrain; it's 8 years, 150K miles. What? So maybe when the vehicle is advertised, if it ever is, you can inform others what the warranty is. Some may think the hybrid system is under the general vehicle warranty of 5/100 or even 3/36. Get the word out! This might push some into buying a hybrid knowing there is more protection on the hybrid system.

[FunkyStickman]

Marketing isn't GM's strong suit, obviously... if I hadn't known about the Ion Red Line from insider sources, I never would have heard about it. Never would have heard that Saturn was involved in racing, sponsored a cycling team, or made a fast car.

At this point, it's going to take more than just "plain" commercials to get Saturn out of the hole it's dug itself in. The problem isn't making great cars, the problem is nobody knows about them! If GM had put out commercials for their Red Line series, with comparisons to other cars' performance numbers, they would sell like hotcakes. To this day, every single "car afficionado" I talk to still has never heard of a Saturn Red Line.

[Rob]

Bump..

+1 to Phamer and Rick's comments.

[Phamer]

I agree with Rick. They're not selling the great cars that they have. Seriously, the Sky is the best looking car are on the road and they don't even use it any of the 3 commercials? Please! I've had my Sky 3 weeks and I've found that the knowledge about the car is seriously lacking in the general public. My friend said "Wow, I didn't know Saturn made a car like that". Advertising is failing.

[Rob]

So when and where are these ads running? I have yet to see one on TV. But during the last half hour of my local news prior to "The Today Show", Toyota ran their spring sales event 5 times within a half hour!!!

[Rick V.]

"The format of the ads is simple. There’s no blaring music or cars zipping down twisting mountain roads..." Uhm, can I have that instead please? It works well for Honda and Toyota, no? This looks too desperate and uninteresting. Don't be afraid to go for the gusto either and mention a few points where your product is better than the competition, naming names. Saturn's advertisement has always been too soft in my opinion. I want to see a Sky hitting apexes on a mountain, switchback road and a voice telling me how it out torques an S2000 and how it's better fuel economy than an RX-8. How about an Aura's 6-speed auto over Honda's 5? Camaaaan! Or how the Astra can be nicely equipped for much less than a Golf? Good Lord, you know, I don't think I've EVER seen an Astra commercial? It's a shame too, it's a neat car. Too bad no one knows it exists!

[dreckte]

I'm glad Saturn's advertising again aswell, but these commercials suck. If I didn't already know what Saturn has to offer in their lineup, this sure wouldn't give me any answers. It's great you're still here, now show me what you HAVE.

[SaturnRaycer]

I, too am glad that Saturn is advertising again. I can't help but think that if Saturn got 25% of the advertising that has been done for Chevrolet & GMC, Astras and Auras would be flying out the doors instead of dealers having a lot full of 2008 Astras that aren't going anywhere. Come to think of it, this was exactly what GM did to Oldsmobile - they allocated almost no advertising, then announced that the line was being discontinued. C'mon Jill, stand up for us when it comes to advertising $$$!

[Janet Hrydziuszko]

I am a dedicated Saturn owner and I am hoping that this may be a great opportunity for Saturn to really take control again of its brand and product. Get the word out, I know Saturn owners are dedicated to spreading the good news about Saturn.