Saturn "Not Meeting Expectations" ?

[Rob]

Wow. There it is, in the GM viability plan submitted to Congress. But it comes to mind after following the Saturn story as to why this is the case, at least from an "outsider's" point of view. Here was a new car company developed by GM to fight the imports, mainly Toyota and Honda, that had a new philosophy, a new way of doing business and what appeared to be a fresh start for a company that had continued to do things, "business as usual". "A different kind of company, a different kind of car".

For some, I'm sure you know the background of Saturn's early years, the "99", and Roger Smith. Saturn brought about some new and innovative ways of doing business just as a corporation. From the environmental issues addressed when building a new plant, to the landmark contract between the Union and the Company, to the no haggle, no hassle way of selling cars and then the polymer panels that skinned these new cars. The mission statement, the philosophy and "Inspiration Point" were all parts of this new brand. One that I embraced and followed with great interest. This all came to fruition for me in late '93 when I purchased not one, but two vehicles, trading in one vehicle for both of them. My expectations were exceeded during my buying experience and subsequent ownership experience. I didn't drive either one until after all the paperwork was signed and it was time to head home. It's because of this belief and experience why I'm at Saturn #7 right now.

I loved the way Saturn conducted business. Everytime I came in for service, it was always reinforced I had made the right choice. Eventually, I would become part of the Saturn family by going to work for a retailer. There I learned even more of what Saturn is/was all about. WOW, what a cool company to be a part of!

Fast forward now to the current situation that Saturn, GM and the rest of the auto industry is facing currently in this country; dropping sales. GM down 41%, Ford down 31%, Chrysler down 47%, Toyota down 34%, and Honda down 32%. So the Big 3 are looking for a bridge loan to help them make it through this hard economic time. GM has released it's viability plan presented to Congress. Naturally, I wanted to see the plans for Saturn. Nothing specific other than:

"Finally, Saturn, which has performed below expectations, has a unique franchise agreement and operating structure. As part of the Plan, the company will accelerate discussions with Saturn retailers and explore alternatives for the Saturn brand."

Performed below expectations. I wonder why? The starvation of product development, relying on 3 basic models to support a huge investment for the first 9 years of business. The L-Series was 5 years overdue. The vehicle didn't receive the proper launch support or advertising needed to penetrate the already over saturated mid-size car segment. Word of mouth through a small network of retailers can only go so far. Where was the media blitz needed for a new product line? Then the Vue was introduced two years later. Delayed and limited quantities. The growing SUV market had yet another entry. Cool, but as most Saturn product, it did not receive the accolades that most Toyota and Honda products received. What should have been introduced then wasn't brought to market until the '04 model year. But by then, the market was full and Saturn was falling behind because product development wasn't keeping up.

As customers continued wanting yet an even larger product, that didn't come until the Relay, which received very little marketing and was nothing more than a clone of a Chevy/Buick/Pontiac. What? a clone? What happened to "a different kind of car"? And now, the Outlook is suffering the same fate. Even though the Outlook has received praise and has been called "a better value for the money" (Road and Track I believe printed that) than it's corporate siblings.

I, as so many others will say only one thing about marketing. Where was it? Where is it? Saturn has the newest lineup in the industry, yet, driving an 08 Sky, people still have no idea "It's a Saturn". People have no idea about Saturn and what they offer even nearly 20 years later.

I own an Ion. Why? I vowed that if Saturn built a performance vehicle, I'd buy one. So I did. Regret it? No. But, my '96 SC2 Classic Coupe edition had far fewer squeaks than my Ion (generally coming from the RADs). The dash on the SC2 was much sportier looking and must say, better layout than the Ion. The center cluster is not an issue for me. I think it works. Saturn got killed in the press for this even though Toyota, Mini and others have used a similar position. The Ion was not up to the quality the S-Series had become when it was replaced. But yet, I stuck by Saturn and have enjoyed my Ion Red Line. Do the overuse of plastic dash components bug me. Yep. But I've seen the same in the competitors and some worse than what GM uses. Dodge Caliber for example. Rides and sounds like a tin can on wheels. Extremely hard plastics on the doors and dash. OUCH!

I, like so many others, love their Saturns. Granted, I know there are those that have had their issues and bad experiences. It happens to all car companies. Saturn was the part of GM that was geared to those potentially buying an import. I don't know specifics, but I remember at one point, 40% of Saturn owners would have bought an import. That's a pretty significant number that GM would have never been able to entertain, let alone sell a vehicle to. It also seemed that Saturn was the brand that would try new and innovative technologies. The EV1 was marketed as a Saturn. The CVT, problematic as it was, marked a new technology. Granted, the reliability of the Vue has taken the hit for it, the trans was the start of what other manufacturers are now using in their vehicles. The Green Line/Hybrid line is the next vital part of the Saturn line. But will it, as so many other things Saturn, not receive the support from GM? The preliminary reviews of the 2 Mode Vue are great. As stated in the proposal to Congress, GM has received awards on new products, the Saturn Aura being one of them. The current Vue is finally what it needs to be competitive. The Astra is only the start of the smaller car market coming to the States. The Sky, great looker, fun to drive aside from the lack of truck space. And what's with the comments of a "difficult operating top"? What's so hard about pulling a latch and storing the top in the truck?

Saturn's network of retailers might be small, but how many vehicles are sold per facility compared to Buick, Pontiac or GMC? Check Caddy's numbers too. Chevy, well, it's GM's bread and butter.

I guess I ask this of GM: Have you learned anything from Saturn? How to treat the environment as a manufacturer? How to treat customers during the buying process, the service experience and keeping a customer loyal to your brand? How to work with your employees to a landmark contract that empowered everyone to have an interest and pride in the product. How to provide a quality, reliable vehicle that will go 100K, 200K or even 300K? That you need to provide products to the consumer or they WILL go somewhere else when it is not offered?

In this Saturn owners opinion, its not Saturn that has not met expectations, but GM who has not met expectations by supporting a car line that had all the ingredients of success.

[Rob]

Jason

I'm all for Saturn owners letting GM know we should be part of the long term plan.

[JASON J.]

My family just spent 30 grand on a 2009 Saturn Vue XR last month and GM wants to kill Saturn? This is just terrible news for all of us that have purchased new vehicles from this company. I absolutely cannot believe that we've been placed in this position and all the repeat loyal customers like myself deserve a better solution! Why not just change the Saturn franchises to Opel and double our existing manufactures warranties and send us a fruitcake for Christmas as well as new badging for our vehicles to make it right? Let's get on the horn and make our voices heard! The telephone number for the GM Saturn Division executive offices is 1-313-667-7153. Anyone intrested in organizing a massive convey of Saturn's up to Detroit ? Let's take back our right to drive and love our Saturn's ! Signed, Jason Johns and Family St. Petersburg, Fl

[Rob]

You know it. I posted a comment with a link to UK article about Japan's auto industry in a freefall on another blog thread.

[Mark]

Japan still has one of the most protectionist economies in the world. If the Japaneese companies had to compete in their home markets like the big 3 do we wouldn't be having this discussion right now!

[Rob]

That's a good part of it. Some may not remember, but Saturn shipped cars to Japan. Those who bought what was termed a "postal SW" know, those were also sent to Japan. From my understanding, I'm not "up" on trade tariffs regarding autos in Japan, there exists a tremendous imbalance between the US and Japan regarding vehicles, hence why few vehicles are exported to Japan from other markets.

Yep, it's definitely cheaper to ship to China based on labor rates and the falling dollar vs. the Euro. The import costs of the Astra is partly responsible for the higher than anticipated price for the vehicle. That's what some blame for the slower sales of the Astra, even with the extensive positive reviews the vehicle has received in the press.

[Mark]

I just realized why GM would keep Buick over Saturn. Buick is huge over in China. GM can design, build and import cars from China under the Buick nameplate much chreaper than Saturn can import Opel cars from Europe. Makes sense since Saturn has outsold Buick for years. You can keep costs down and maximize profits. Doesn't make me any happier about their decsion but I can see the logic.

[Rob]

I know Mark. Chevy will never be an option for me either. My experiences even as a service adviser with two different Chevy dealers makes me wonder WHY Chevy is so successful other than the number of vehicles offered and at reasonable prices aside from the SUVs and Vettes. Buick has nothing that appeals to me. I went to Saturn after years of Pontiacs. The ONLY reason I bought a 2001 Ram Air Trans Am aside from wanting one, was the owner I worked for owned a Pontiac store. If it weren't for that, it probably would never have happened. Pontiac dealers were barely a step above Chevy in the buying experience.

[Mark]

Sorry, forgot that about the L-series.......I agree with you nothing in the GM lineup appeals to me other than the new Camaro. Unfortunately that's just not practical for a guy with a family. Love the new CTS.....but too pricey. Buick...I am too young for. Pontiac......G8 is great but too pricey as well. Chevy... I will never step foot in another Chevy dealership......I almost left GM after the owner experience I had with my Impala. Horrible experience with salesperson (quit in the middle of my deal....had to have the sales manager finish my deal) service department was horrible, and don't even get me started on the vehicle itself! GMC.....don't like trucks or full size SUV's. So where do I go maybe Mazda or Subaru...love the new Forrester.

[Rob]

Mark, thanks for your comments. The L-Series was actually based off the Opel Vectra as was the Cadillac Catera. I agree with you though, the rebadged of vehicles was something Lutz said wouldn't happen. Even though the Sky/Solstice and Aura/G6/Malibu share platforms, there does exist enough of a difference between them to provide different buyers a choice.

Where will I go if Saturn goes? Hard to answer that one. Another GM product? Aside from the Astra and the Solstice Hardtop, there really isn't anything in the portfolio I like. Pontiac has lost it's edge in performance vehicles, especially in looks. Where is the upcoming Firebird?

[Rob]

Thanks Q...

I saw that issue of R&T. Yep, they commented that thankfully the new model Z had not gained weight. In regards to the Sky RL dropping pounds, most likely it won't. There is so very little you can remove to cut weight aside from A/C components or the power accessories. The roof alone has weight as well.

In terms of the support regarding aftermarket companies, I think some of that has changed with because of the increased interest more on the Cobalt side of things. The GMTuner site and GM Performance Parts arm of things certainly lean to the Chevy side of GM. Surprise, surprise. Support for the bread and butter and not the brand that just got a major facelift to keep it viable.

My experience and knowledge of Saturn's early years was to market more toward women and making the buying experience less stressful. Well, I think Saturn and GM for that matter, need to realize Saturn isn't just for women and teachers anymore. With the current market, the diversification of it's buyers has increased. The desire for not only factory performance models but aftermarket components is growing. Visit Skyroadster.com and it's sister forum for the Pontiac Solstice. Talk of performance mods is huge. Especially the very highly anticipated stage kit for the Sky RL/Sol GXP.

I hear you about that "warm and fuzzy" feeling of the years past. The homecoming events were talked about for years after. Talk about brand loyalty.

I too hope Saturn survives this situation. I just hope it also reaps some long needed support from GM if it does. Learn from the past and move forward into the future.