Saturn pits its L-Series against rivals in new ads

Halliday, Jean
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, p8
Trade Publication
This article reports on the new television advertisements for the L-Series automobiles of Saturn Corp., launched in January 2000. Despite the lackluster performance of the Saturn's L-Series line, the company has released a series of advertisements to sustain the launch of the line. The first L-Series spot of 2000 from Publicis & Hal Riney directly names the competition. It shows a Saturn dealer delivering the new LS sedan, Toyota Motor Sales USA's Camry and American Honda Motor Corp.'s Accord to a prospect's home for test drives. Another commercial touts the LS sedan's six-cylinder performance, and shows how it drives past a Honda Accord. Pat Henry, national advertising manager for Saturn, said the spots position the Saturn brand against imports.


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