Saturn Corporation: A Different Kind Of Company. A Different Kind Of Car campaign

Chris John Amorosino

In 1990, advertising the new Saturn was a potential minefield. The car's arrival was late and much ballyhooed.

Saturn Corporation: A Different Kind Of Company. A Different Kind Of Car campaign

Chris John Amorosino

Overview

In 1990, advertising the new Saturn was a potential minefield. The car's arrival was late and much ballyhooed. After several years of large financial losses and dwindling market share, Saturn's parent company, General Motors (GM), promoted the car as a worthy alternative to highly successful small Japanese imports. But because of the competition's strength and GM's false starts on other small-car projects, many experts predicted a quick downfall for Saturn.

From day one, however, the public embraced the car and its advertising. Early...

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