How Saturn went from unique to just another one of the crowd: import-fighter created a fan club with reunions in Spring Hill; now it's time to 'rethink'

摘要

The task facing Saturn marketers today is a tough one: raise awareness and consideration while virtually starting over with a repositioned brand, price point and entirely different products. And hope that your parent doesn't shut you down. "The No. 1 challenge at the national level for Saturn is to raise brand awareness of "The New Saturn,' quote-unquote," said Dave Koziara, advertising manager of the Saturn unit of General Motors Corp.