- Posted on Monday, May 15th, 2006 at 4:56 pm
New Ads Bring Saturn Products to Prime Time
By David Smidebush
Director, Marketing and Advertising, Saturn
For months, we’ve been telling anyone who would listen about our plans to revitalize the Saturn brand. Our vision came to life this spring as the Sky rolled into retail facilities and the Aura, Sky Red Line and Outlook debuted at the New York Auto Show.
Now, we are launching the next phase of our plan: an advertising campaign featuring our new tag line, “Like always. Like never before.”
Our first new television ad runs tonight on FOX’s 24, the CBS season finale of The King of Queens and across numerous other networks. The spots visually tell how we are combining Saturn’s noted customer experience and innovative spirit with an exciting new array of products. The Sky, Aura and Vue Green Line hybrid will be featured in the first spot.
We’re also running an 8-page insert ad in the June issues of leading national publications including Motor Trend, Road & Track, Dwell, Elle and Men’s Health.
The message in these ads is clear. Like always, Saturn is a brand that customers can trust. Now, we’ve got products that feature a new level of design and driving performance…like never before.
8 Comments
Chris
Great work.
I think that it is VERY important to get the message out there regarding these fantastic new vehicles.
I recall when Saturn was created to be an import fighter. Its very first car was essentially deemed “pretty good” by the automotive press. Subsequent years past without product being updated. This was followed by vehicles that were also “pretty good”.
These new vehicles, however, seem to be absolutely fantastic for their interior design, external styling, technology (DOHC, 6 speed auto) , build quality and attention to detail.
It is very important to get the word out. Public perceptions take time to be created and also will take time to change. There is nothing that Saturn (and GM in general) can do but build cars and trucks like these and get the word out. Everything else will fall into place. Great product, and public awareness of it, is all that is needed.
My next vehicle will no doubt be a Saturn.
Will (son) and Chris (Dad)
kurt
Kudos on the new vehicles, focus on build quality and more care about the detail! The Saturn sales experience definitely needed more product to showcase.
I also hope some real attention is being paid to dealer support and offering response to the occasional “beyond the dealer” customer concern. Right now, other than sales, there is little difference. Such customer care will build loyality and further help Saturn truly differentiate itself from every other manufacturer who offers new and improved product.
Matt Brown
Your new Saturn lineup has really impressed me. Believe me when I say that I was the last person in the world who you would have seen strolling into a Saturn dealership a few years ago, and now my friends are all shocked that I’m buying one. I think you’ve done a great job of reaching out to new markets, however I am beyond dissapointed that I have to wait 6 to 8 months to take delivery on my new Sky. It’s great that you’re attracting people and producing products that they’re excited about, but if you can’t manufacture any to sell then what’s the point?
E85-FAN
I have to say your coming out with some IMPRESSIVE products.I wondered what all the HUBBUB was about that car Sky.So I went to the nearest dealer and low and behold they had one WHAT A BEAUTIFUL LITTLE SPORTS CAR!!!Those are gonna go like HOT CAKES!!!Also must say the Sales people were very professional hope GM can get this to all there dealers.As far as production well Ive had relatives who bought Harley Davidsons and yes had to wait but HarleyDavidson learned better to make sure the products Fit and Finish is good then rush it.The Sky is Beautifull!!
getalifeagain
Saturn absolutely has an excellent lineup. I think, though, that too much advertising could be overkill. Of course a company has to peddle its new and better goods, but when a potential customer sees it over and over, that customer might just go by it, either changing the channel or flipping by the pages.
Also the obvious advertising is how well the cars hold up.
Andrew Charles
The new Saturns coming this year and in future look great, but why not make even better use of GM’s European lineup? The four-seat Astra TwinTop and Panorama-roof Astra GTC would be nice additions, and there is strong support (over 96%) for the just-unveiled Opel Corsa as a more-sophisticated premium entry to complement Chevy’s budget Aveo.
Ernest Hayman
I love that my daughter’s new ION e-mails me with its milage, a systemns check, and oil life remaining! This would seem a good time of the year to advertise these features. Hopefully many fathers are buying Daughters (and sons) cars to go away to college in.
The new Corsa would be another great car. Gas milage prices would drive sales of this MINI brand competetor.
Rob
Do you notice how much of the feedback about Saturns is positive? That brand has a lot of equity.
With Toyota quality slipping and Bob Lutz calling the shots, Saturn is GM’s big opportunity.
Punch up the TV ads! They look like the first ads for the current Malibu (great car, crappy ads).
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