By Robert Farago
May 12, 2008 -
First there was a "perception gap"– the alleged discrepancy between the quality of GM's products and public perception of the quality of GM's products. Now, for GM's import-fighter-turned-importer Saturn brand, we have an "awareness problem." GM NA Prez reached this conclusion based on some pretty solid evidence. As Automotive News [sub] helpfully points out, "Over the past 15 months, Saturn has launched a complete line of vehicles including the Aura sedan, which won 2006 North American Car of the Year. Yet Saturn sales are down 15.4 percent through April." So does Troy recognize the connection between Saturn products and the brand's disappearance off the consumer's radar? As South Africans say, ja nee. "In GM research of coastal markets, consumers who saw pictures of Saturn vehicles could not identify them," Clarke said, revealing that he regularly reads TTAC. On the other hand, “If you look at the purchase funnel, you ask, 'Do we have a consideration problem on Saturn or a conversion problem?' The fact of the matter is we have a basic awareness problem.” To sort this shit out [paraphrasing], Clarke says… lots. "Saturn's advertising must start over with something 'a little more basic' than the current 'Rethink' theme… Just as if you're introducing a new brand, we'll probably spend about the same amount of money, but we'll repurpose it so that it's more focused on awareness than consideration.” Sure; that'll do it.
Subscribe to Newsletter45 Responses to “ GM Prez: Saturn Has an “Awareness Problem” ”
Pages: [1] 2 3 4 5 » Show All Reverse Order
Pages: [1] 2 3 4 5 » Show All Reverse Order
Leave a Reply 
Back to Top
You must be logged in to post a comment.
Digg
del.icio.us
Blinklist
Furl
Netscape
Google
NewsVine
Reddit
StumbleUpon
Technorati
YahooMyWeb
Windows Live
POWERED
May 12th, 2008 at 11:32 am
How about, “Please please please please buy one, please?”
John
May 12th, 2008 at 11:33 am
“Saturn’s advertising must start over with something ‘a little more basic’ than the current ‘Rethink’ theme… Just as if you’re introducing a new brand, we’ll probably spend about the same amount of money, but we’ll repurpose it so that it’s more focused on awareness than consideration.”
Saturn advertises? Really?
May 12th, 2008 at 11:34 am
Saturn has an “awareness problem” in the same way Ferdinand Piech has a “slight ego management difficulty”.
Saturn was borne to be non-haggling pricing, customer focused (why this value couldn’t be put to ALL GM brands, I’ve no idea), euro-styled vehicles. And it lost it’s focus from day one.
In the space of 20 years, we now have rebadged euro BUILT vehicles sold at a loss. What’s the point?
No wonder customers couldn’t recognise them, they were probably thinking “Didn’t I see one of these
on holiday in Europeon that TV programme about Europe….?”May 12th, 2008 at 11:37 am
KatiePuckrik :
Less than five percent of Americans have a passport.
May 12th, 2008 at 11:41 am
Bob Lutz, “Buick and Pontiac are terminally broken brands.”
GM knows it’s noncore brands are extremely weak.
Saturn’s real problem is nobody wants to pay what they’re asking for the new products. They are used to getting happy, crappy IONS for $10k.
May 12th, 2008 at 11:41 am
Mr Farago,
duly changed to reflect the level of culture in America!
May 12th, 2008 at 11:47 am
Again I ask, “Why don’t they just bring entire Euro car models over to North America?” I rather enjoyed flogging out a rental Opel or two when in Europe. Let Saturn be a gateway company for these brands.
When GM (or Ford) say that they can’t bring these models to the NA markets profitably I can’t help but think that either they are not trying very hard or they are factoring in potential ‘loss’ of sales of existing GM cars - yeah, like I was really considering buying a…oh, hell just name any of them, Ok, a G6, there you go…. instead of my Acura.
I’d buy a (real) Opel Astra with a diesel - long before I’d buy a Malibu, that’s for sure, and I’d buy a Euro Focus or Mondeo (another fun rental) then even a Mazda (maybe an Accord too).
Actually, Ford has better Euro cars then GM does. Too bad importing them (or at least the tooling) is not in the cards.
May 12th, 2008 at 11:49 am
I’m aware that Saturn still exists, that their cars are now rebadged Opels, and that they have nothing I’d want to buy. So I have no awareness problem with them. I just have a problem with them selling cars I wouldn’t consider purchasing.
I like the look of the Astra, but it doesn’t have enough pedals, and it burns the wrong type of fuel for me. That equates to a lost sale for Saturn.
May 12th, 2008 at 11:51 am
I’d buy one if I was in the market. I think they should have just let the Saturn name die and launch as Opel which would have instantly had more cache, being a German brand name and able to aggressively compete with Mazda and VW for the low-end Euro-style car.
They should just emphasize the Euro-ness of the cars - sort of aim for the I want a BMW and can’t afford one crowd.
May 12th, 2008 at 11:54 am
There’s more to it than an “awareness” problem. Saturn has lost the whole plot.
We “haggled” over the price of our 2005 Saturn Vue Redline (they called us at home to offer better deals than employee pricing offered).
Their after sale service has been awful since day one. Four tries to fix a bad rear window wiper, four tries to fix a loose gear shift knob, improperly rotated tires, incorrect torque converter diagnosis (”we cant find anything wrong” - several attempts over TWO years despite GM issuing a campaign), etc, etc, etc.
Terminate Saturn.