Saturn Corporation: The Saturn Philosophy campaign
Chris John AmorosinoOverview
In 1985 General Motors (GM) established the Saturn Corporation, granting it $3.5 billion and creating perhaps the company's last chance at competing with the overwhelmingly successful quality Japanese compacts. The mission was to build a small car that would lead in value, quality, and customer enthusiasm. It took years to get Saturn off the ground, and when the first car sold on October 25, 1990, many observers predicted a quick demise. Instead, the company became a leader in the already crowded small-car market. Saturn's reputation flourished because its philosophy and...