TITLE

Saturn bounces back with its basic appeal

AUTHOR(S)
Serafin, Raymond
PUB. DATE
January 1995
SOURCE
Advertising Age;1/30/1995, Vol. 66 Issue 5, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the boost in sales of Saturn Corp. In 1994, the company was stumbling and it was easier for General Motors Corp. to put the issues on a back burner. Monthly sales were falling, and dealer inventories were at a bloated 94-day supply. Saturn's cars were aging, and facing a new threat from Chrysler Corp.'s fresh-looking Neon. Saturn has had its biggest impact in the way it has forged relationships with its customers. Saturn finished third, behind only luxury brands Lexus and Infiniti, in the 1994 Customer Satisfaction Index published by research consultancy J.D. Power & Associates. INSET: CORPORATE CLOSE-UP.
ACCESSION #
9503160125

 

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