Saturn Corporation: Why Didn't Anyone Think Of This Before? campaign
Rebecca StanfelOVERVIEW
On November 1, 1998, the Saturn Corporation, a subsidiary of General Motors (GM), became the first car company to offer a three-door coupe when it introduced an updated model of its SC coupe. The third door, a rear access door, made it more convenient to load passengers and cargo into the back seat. Saturn hoped the innovation would shore up its flagging sales and carve out a niche for itself in the shrinking and highly competitive small-car market. Falling fuel prices and a vibrant U.S. economy had...