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As part of the big GMC family, a division known as Saturn was established in 1987. It is a wholly owned subsidiary based in Detroit, Michigan and manufactures their automobiles in the United States. This division started selling cars in 1990 in response to the surmounting invasion and success of Japanese and German small-car imports. It is slowly becoming the US brand for Opel vehicles. Contrary to popular misconception, the company’s name is not after the famous planet. It is named after the famed space rocket that has brought American astronauts to the moon in the 1960’s and 1970’s. It is true though that it is the famed planet that is used as the company’s logo.
The history of Saturn has seen several changes in their slogan. At its start in December 1982, it was an initiative of a group of people from various aspects of the automotive industry including production and assembly, design and prototyping, sales and finance, as well as the corporate "white collar" positions. This group comprised as much as 100 people; however, one has to dropout so they were aptly called the “99”. Their advertising was almost handled solely by the Hal Riney advertising agency. Their design is GM’s response to the Japanese brands’ management techniques, which emphasize quality control and high product reliability. The initial slogan was “A different kind of company, a different kind of car”. In 1985, their slogan was “What Kind Of Car Is That? It's A Saturn!" The change in car slogan has been brought about by the no haggle selling instilled in their personnel owing to their dedication towards customer satisfaction. In 1993, they achieved their highest sales record for a quarter of a year as well as the whole year in general. During that time until 1994, their slogan was “A Different Kind of Car Company". Sales have never seemed to pick-up and struggled heavily during the new millennium. However, their slogan changes continued. These included the following changes: 1994-2002: "A Different Kind of Company, A Different Kind of Car.”; 2002-2004: "It's Different in a Saturn”; 2004-2006: "People First”; 2006-2007: "Like Always. Like Never Before and 2007-present: "Rethink.". Currently, since GM never seemed to have recovered their investment, they are the prime distributor of European brand Opel.
The more popular Saturn models include Sky, Aura, Astra and Vue. The Sky is the first-ever sports car they have released. The Aura is a mid-sized sedan that won as North American Car of the Year in 2007. The Astra is their smallest company model. The Vue is a compact crossover SUV and is the top selling car under the brand.
The future models include a list of hybrid cars for Saturn. Several of these cars comprise modified versions of Opel with futuristic twists and innovations.
The bankability of Saturn relies on its affordability, the quality of its models, the amazing Opel engineering brought to its design and its overall appeal to its niche in the market. The future of the brand is still to unfold; people just have to wait and see.
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