TITLE

New life on Saturn?

AUTHOR(S)
Buss, Dale D.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses issues concerning the two vehicles that Saturn Corp. will launch in 1999, a compact sport-utility and a mid-sized sedan and wagon. According to John Hoffecker, global automotive practice leader for A.T. Kearney Inc., the company's two new models will be pushed with a strong brand image by a retailing approach that competitors still cannot match. The company will be relying heavily on the support of its loyal customers as it unveils the two vehicles. And it will be counting on the resiliency of a brand that already has proved its durability.
ACCESSION #
18196810

 

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