Filed under: Car Buying, Sedans/Saloons, Marketing/Advertising, Videos, GM, Honda, Saturn, Toyota
Saturn Side-by-Side-by-Side campaign launches
Over the weekend, we told you about GM's plan to offer comparison test drives of both the Toyota Camry and the Honda Accord to Aura shoppers at Saturn dealers nationwide beginning today. Saturn is doing a media push in coordination with the program, which is dubbedthe "Side-by-Side-by-Side Test Drive." We asked them to show us what they were doing, and they sent over the goods. The TV spot pasted after the jump features a Camry and an Accord being rolled off a transporter onto a Saturn lot, and after they're parked, a red Aura XE gets the closing money shot.
The program has been the subject of much debate in the comments over the last day, but we maintain that this is a ballsy move by Saturn. Like Ford, which touted the Fusion as compared to the same import pair, GM is showing a huge amount of confidence in the Aura by offering full test drives of the the Honda and Toyota at dealers. How well it all pans out is still to be determined, obviously, but we admire the domestics' spunk in taking it directly to their rivals. This is a rough business, and the Aura and the Fusion are trying to do battle in a murderous, unforgivingly competitive segment. The same old strategies (combined with uninspiring old products) haven't worked out, which is why the Toyota and the Honda are midsize leaders on the sales charts. Time for something new -- like this.
If you're a reader and you take part in this program, let us know. You can leave a comment on this post, telling us about the cars the dealer had on hand for the comparo and what your thoughts were after the test drive(s).
Follow the jump to see the new TV commercial.
[Source: Saturn]
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Reader Comments (Page 1 of 5)
Lee Roy Brandon III 8:33PM (6/11/2007)
While I am personally disposed towards the G6 which shares the Aura's platform, I applaud the Saturn perogative in bringing the competition literally home. The worst part about looking for a car in my opinion is driving all over town to check out your options. Since I do most of my research before hand regarding options and equipment, all I really want to know is "How does my butt feel in the seat?"!
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F451 8:33PM (6/11/2007)
Are they doing the Side-by-Side-by-Side Resale Value Comparison too?
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Aprime1 8:51PM (6/11/2007)
This is why you lease.
7of7 8:13AM (6/12/2007)
The resale thing is a chicken or the egg problem. Toyota and Honda have a high resale because people know, or think they know, that those cars will last a long time. If Saturn's cars last for a long time then they will develop a good resale value.
tcc3 6:27PM (6/12/2007)
Thats funny, I thought you leased because you always like driving the banks car, never drive more than 12k miles year and like to get bent over for even the most minor and resonable wear and tear.
John 12:50PM (6/16/2007)
The Toyota has the IDENTICAL resale value as a Saturn. The Honda is only 1 point higher and considering the poor customer service Honda is known for I'll stick with my Saturn store. This is a moot point since the Camry & Accord are very cheap compared to the Aura, let alone the class leading customer service you get from Saturn.
Todd S. 8:35PM (6/11/2007)
Saturn really has nothing to lose and everything to gain with this approach. They have tried at least 3 different campaigns for the Aura since launch (that I can count) and sales are still in the 5000/month range - about 1/5 of Camry's volume and well below the volume of the forgettable L sedan/wagon. I'm sure this is well below GM's original projection.
While the marketing for the Aura has certainly been entertaining up to this point, none of the campaigns tell consumers anything about the product or give them any compelling reason to add it to their shopping list. More than half the battle of selling for the domestics these days is just getting people in the door - if this campaign gets people to start their shopping at a Saturn store, I think they've got a good chance of closing the sale on the spot.
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Reality Check 8:37PM (6/11/2007)
I hope it works for them, it pays to show people that you trust what you make. The Saturn sure looks the part and after driving a Camry I think they have a true modern car to sell, but it needs a Navigation systom....
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Alex Nunez 8:40PM (6/11/2007)
I see your point about nav. You'd think it'd be at least available as an option, particularly in the XR. I've tried the OnStar nav service, though, and to be honest, it worked nicely and doesn't require the added premium of the high-end head unit.
Jon 8:37PM (6/11/2007)
So do the Japs have 4-bangers or sixes?
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Alex Nunez 8:41PM (6/11/2007)
I'm going to try and swing by a dealer in the next few days to see.
smartmlp 8:57PM (6/11/2007)
Well can you get an Accord V6 or Camry V6 for the same price as an Aura V6?
Cheapest Accord (bare bones) with V6: 23K
Cheapest Camry (bare bones) with V6: 23K
Aura (bare bones): 20K
If they did a 1:1 comparison of entry models, they would have to compare against Accord/Camry I4 models.
D.S. 9:25PM (6/11/2007)
Well, judging by the video clip above, the Accord shown was definitely a 4 cylinder because of its wheels, so I am assuming they are buying 4 cylinder Accords and Camrys, the standard motor, to compare against their standard motor, the 3.5 V6.
Guy 9:53PM (6/11/2007)
Why do people feel its OK to be racist towards Asians? If the Camry were built by an African company would you feel it was appropriate to ask if the "niggers" had V-6s?
Jon 10:36PM (6/11/2007)
Guy: I was not being racist, that was just a way of referring to the Camry and Accord; HOWEVER: please do remember: THEY'RE JUST CARS! THEY DON'T HAVE FEELINGS!
Guy 12:59PM (6/12/2007)
It is racist because the term "Jap" is a derogatory term used to demonize the Japanese. Your denial of this racism is simply ignorance of racial politics. You're attempting to hide behind the idea that you're referencing cars, but the term has a history of hate and brutality predicated merely on race and this cannot be denied. Again, I ask, if there were a car built in Africa and sold in the U.S., do you think it would be appropriate to use the term "nigger" to refer to those cars? Not likely, unless you're hoping to be killed. Just face it: YOU'RE A RACIST.
Jon 1:08PM (6/12/2007)
Demonize?
You have got to be kidding. I wasn't using the term as an insult to to anyone; I wasn't even referencing anyone. I was talking about CARS, remember, this is AUTOblog. I am actually a fan of Honda. If you have complaints about racial discrimination in the world and the general public's ignorance of it, go find a counselor or talk to Al Sharpton about it. Until then, stop attacking an innocent comment.
Shane 1:21PM (6/12/2007)
Guy:
I agree with Jon. You are being ridiculous. Take a look at thecomments; everyone else took it as any other comment and made nothingof it. You are overreacting to a very simple comment.
Guy 3:14PM (6/12/2007)
Shane: Just because everyone else chooses to turn a blind eye to racism is no reason that I should. If he had used the term "nigger" would you be advising me to let it go?
Jon: You presume your comments are innocent, but you need to face up to the fact that when one uses the term "Jap," "Gook," "Chink," "Nigger," "Spic," or any other such term one is engaging a history of discrimination. It doesn't matter if you are referring to people or to inanimate objects. Those terms are rooted in racism.
I'm not saying that you yourself are demonizing the Japanese, just that you are ignorant. You probably have never been affected by racism and so I say, again, that you are ignorant. It is problematic when one cannot recognize one's own racism. Tell an Asian American how much you love your "jap" car and let's see what kind of reaction you get.
And regarding being a fan of Honda, that's like saying "My best friend is black" to excuse your use of the word "nigger." It's the oldest excuse in the book, and it never was acceptable.
Chris 10:35PM (6/12/2007)
Guy: Al Sharpton called, he wants his show back.