It sounds as if it's about time to get Bob Lutz some face-time with Mark LaNeve, 'cause the two men are trumpeting vastly different statements regarding the future of The General's interstellar brand. Recall
that Lutz was recently quoted
as saying, "It's really much better to have fewer brands, do it well and then market the hell out of them." This statement was directed squarely at the Saturn Aura, which is selling in much lower quantities than its platform-mate, the Chevy Malibu. Much of the blame can be attributed to the fact that these two vehicles are fighting for the exact same customers, yet only the Malibu gets the big ad bucks for promotion, which is probably as it should be considering that the Malibu is GM's best and most recent midsize sedan.
So, what to do with Saturn in these troubled times of belt-tightening
? Ditch the brand
entirely? Not so fast, counters LaNeve, who recently told dealers
that, "We are completely behind Saturn." Hopefully, being "behind" the brand means cutting the number of models it sells and reducing that internal competition between rival GM brands while still keeping the Saturn name alive
with new and exciting – not to mention well marketed – products. Sounds easy, right?