Another New Campaign for Saturn

Posted by: David Kiley on April 18, 2006

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Next month, GM’s Saturn division kicks off a new ad campaign. The slogan, “Like always, like never before” will replace “People First.” Saturn didn’t show the new ads at the New York auto show press preview when they were showing off the Saturn Aura and Outlook. Saturn eneral manager Jill Lajdziak says she felt the need to refresh advertising with all the new product coming online.

That new product couldn’t arrive too soon. In J.D. Power and Associates’ APEAL survey last year, which basically measures how customers rate the product they bought from the standpoint of design, execution, etc, Saturn ranked dead last. Last! Lower than Suzuki. Lower than Isuzu. Lower than Pontiac. Ouch.

We’ll reserve judgement, of course, on the new campaign until we see the new work by San Francisco agency Goodby, Silverstein & Partners. But we can’t help thinking that Ms. Lajdziak and her team simply may not be making the most of one of the best ad agencies in the industry. If ever there was a brand inside GM that needs to establish an indelible brand positioning and advertising message, and stick with it, it’s Saturn. Blessed with more positive brand equity than it deserves after so many years of limp product, there is a remarkable amount of goodwill in the marketplace for Saturn that the company must sieze, protect and nurture with compelling and emotional advertising while it still lasts.

My stink detector is already on guard, though, as the new slogan sounds to the ear like the title of a powerpoint presentation more than an enduring line of ad copy.

Reader Comments

UnsatisfiedLexusowner

April 18, 2006 12:30 PM

The new Saturn convertible looks interesting after my recent purchase of the Lexus SC430. I will never buy a Lexus again. I will reccommend to my friends NOT to buy a Lexus either! The reason, the warranty! I had the brand new vehicle for 3 months off the show room. Since day one, it could not start on its own. The batterry was never recharged after I drove it or let the car run for 30 minutes. When I brought it to the Lexus dealer in Wilmington, Delaware, they said my IC computer was fried and it was not a warranty problem. Needless to say, this will be the last Lexus that I own. Be sure that everyone I know will know of this Lexus quality problem.

sample user

April 19, 2006 6:17 PM

no comment

Paul D. McCauley

February 2, 2008 1:02 PM

I have owned a SATURN for the past 10 years,and would like to know when the 2009 SATURN'S will be coming out for sale.

Paul D. McCauley

February 3, 2008 10:05 AM

I have owned a SATURN for the past 10 years,and would like to know when the 2009 SATURN'S will be coming out for sale.

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