GM Vice Chairman Bob Lutz kisses a Saturn Astra for the brand's national photo contest.
The sporty Belgium-built compact has won praises.
Saturn was touted as a "different kind of car company" when General Motors Corp. debuted the brand 18 years ago with a slavish devotion to customer service, a single-minded focus on compact cars and no-haggle pricing.
The fuel-efficient, pocketbook friendly cars, featuring a dent-resistant body, caught on with the public and car snobs alike. Popular Mechanics awarded Saturn a design and engineering award for manufacturing high-quality new vehicles.
But then Saturn and its Spring Hill, Tenn., country style morphed into a different version of itself. Its signature compact cars, highlighted by the breakthrough of the 1991 Saturn SL1, went stale because the company failed to introduce new models. Saturn also was hurt by GM cost-cutting and its late launch into the profitable SUV market.
"They never got back to the vehicle that really made Saturn tick," said auto analyst Erich Merkle of Crowe Horwath.
But a reinvention is under way.
Saturn's sporty Belgium-built Astra compact has won praise. The Vue has turned out to be a solid performer for customers looking for affordable crossovers, and the 2008 Saturn Outlook was rated one of the best new family vehicles. Saturn was rated the most improved brand in customer satisfaction in a recent University of Michigan survey.
Saturn has seen mixed results since being launched as an independent subsidiary of GM. It was designed as the automaker's counterpunch to Japanese compact car companies and came with a revolutionary labor agreement with the United Auto Workers.
Saturn introduced now-standard approaches to customer satisfaction -- from no-haggle pricing to staging "family reunions" for buyers in Tennessee to salespeople snapping Polaroids of new buyers posing next to vehicles topped with red ribbons.
"After they did that twice, I said, 'Don't do that a third time, I get the message, you're all caring people,' " said five-time Saturn owner David Hyde, an automotive historian at Wayne State University.
Yet some say Saturn was hindered by a limited product lineup that featured no new products from the S-series wagon's inception for the 1993 model year until the L-series sedan and wagon were introduced in 1999.
Since then, Saturn has regained some momentum, though its sales mirror GM's overall sales slump.
"They're in the middle of a transformation. They're probably going to survive," Hyde said. "They're one of the brighter spots in General Motors' overall picture."
Robert Snell
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