Background Information
Saturn is a vehicle brand initially launched by the General Motors Corporation in 1985. By the early 1990s, the brand had developed a reputable reputation for production of well-engineered and reliable vehicles. Originally, the brand was mainly distributed in North America, but its cars were also exported around the world in small numbers. By 2009, GM had begun to phase out the brand, but the cars produced during this time remain a popular choice among car enthusiasts.
History
The Saturn Corporation was founded in 1985 with the mission to produce a new range of vehicles for the North American market geared towards the younger generation. Its first model, the SL, was released as a mid-size sedan, which was later followed by a larger body style, the SC. Later, the SW model was introduced, which was an all-wheel-drive station wagon. After these initial launches, the brand expanded to include the SKY, an entry-level two-door roadster, and the Aura, a luxurious mid-sized sedan. By 2008, there were nine different models in the Saturn lineup.
Performance and Quality
Saturn vehicles have always been known for their reliable and economical performance. The brand prided itself on offering cars which were cheaper than their mainstream competitors and which featured careful engineering and attention to detail. The Saturn brand has been praised for its quality while remaining low cost, and has become a favorite among those looking for an economical, reliable car.
Award and Recognition
During its time in the market Saturn has been honored with multiple awards, including numerous Consumer Reports “Recommended” ratings and JD Power and Associates honors. In 2004 the Saturn Ion was named North American Car of the Year. In addition, the Saturn VUE SUV has been named “Best SUV under $30,000” by JD Power and Associates.
Strengths and Weaknesses
The primary strength of the Saturn brand was that it offered reliable cars at an economical price. It targeted a younger market, which meant that its cars were ideal for families on a budget and those looking for their first car. However, the brand’s downfall came from its limited production capabilities and its limited distribution network. As a result, Saturn has always been seen as a niche brand, and its brand loyalty never grew as much as other brands.
Sales
Saturn was never a market leader, but still managed to capture a certain segment of the market. During its peak, the brand sold just over one million vehicles a year in the United States. Sales began to decline in the late 2000s, and by 2009 the brand had ceased production.
Servicing
Servicing Saturn vehicles has been a matter of some concern to owners, as the brand has no official dealerships or workshops. Many major brands such as Ford and General Motors still offer servicing and parts for Saturn vehicles, so finding service options is still possible.
Initial Launch and Public Reception
The initial launch of the Saturn brand was met with enthusiasm by the public. The brand was seen as a revolutionary new way to purchase cars and the public responded with overwhelming demand. Over the years, the brand has proudly maintained its loyal fanbase, although the brand has never had the same level of sales as other major automobile manufacturers.
Legacy of Saturn
Although the Saturn brand is gone, its memory still lives on within the car community. Many Saturn enthusiasts still celebrate the brand’s accomplishments and look back fondly on its vehicles. Many used Saturn cars remain popular on the market, a testament to the brand’s reputation for reliability and engineering. Overall, the Saturn brand will always be remembered as unique in the industry and for the innovative approach it took towards automobile production.
