In 1996, Saturn dealerships distributed the electric GM EV1, the first electric car released under the GM marque. In May 1995, Saturn's one millionth car entered the market. Ī year later, Saturn entered the Canadian market. The first Saturn model, the S-Series, was significantly successful. The brand was immediately known for its "no haggle" prices. Also, Saturn opened at considerably higher cost than the Japanese transplants (factories that Japanese automakers established in the United States). Its separation from the rest of its GM parent, plus the fact that it drained $5 billion from other car projects, stirred discontent within GM's other divisions. It also proved cannibalistic as 41% of Saturn buyers already owned a GM car. Not even Toyota, a highly successful and experienced automaker, tackles more than two new items on any single project." While Saturn cars proved popular with buyers, actual sales never met the optimistic projected targets, in part because of the early 1990s recession. According to The Wall Street Journal, the project was too ambitious, as "everything at Saturn is new: the car, the plant, the workforce, the dealer network and the manufacturing process. Results at Saturn were more doubtful than positive. Saturn Corporation was launched as a "different kind of car company", and Saturn even had its own unique car models (although later models shared platforms with other GM vehicles to be more cost effective in the market), and their own dealership network that was separate from the rest of GM. The first Saturn dealership opened in Memphis, Tennessee. On July 30, 1990, the first Saturn was built, a red 1991 model-year Saturn SL2. GM had plans for a sedan, a coupe, a convertible, a wagon, and even a sport utility vehicle however, Saturn's first sport utility vehicle, the Vue, did not appear until the 2002 model year and Saturn's first convertible, the Sky, did not appear until the 2006 model year.ġ990–2000: "A new kind of car company" Production of both Saturn vehicles started in 1990 as early 1991 model year vehicles. In 1985, GM changed their plan and founded Saturn as its own brand, with its first cars being the Saturn SC and Saturn SL. The car, which resembled the first Saturn SL, was not originally meant to start up a brand however, GM planned to release the Saturn car under one of its brands, which, at the time, were Chevrolet, Pontiac, Oldsmobile, Buick, Cadillac and GMC. In the mid-1980s, GM released the Saturn Concept Car. They remained private until GM bought them out, and effectively "rewrote" company history. Citing full disclosure, Saturn was founded as a private, employee-owned company, by former GM leadership. On January 7, 1985, the Saturn Corporation was officially founded. Twelve months later, the first Saturn demonstration vehicle was revealed. In November 1983, the Saturn idea was publicized by General Motors' Chairman Roger B. Mair began discussions of a "revolutionary new" small car project, codenamed Saturn, in June 1982, soon after the GM J platform was introduced internationally. įollowing a failed attempt by Penske Automotive to acquire Saturn in September 2009, GM ended production in October of 2009, ended outstanding franchises in October of 2010, and discontinued the brand 25 years after it began. Annual sales achieved their highest level in 1994, with 286,003 vehicles marketed. With this, Saturn gradually lost its unique selling proposition, and the market lost interest. Over time, as Saturn drained resources from GM's extensive brand network and as GM struggled with the 2008 economic collapse, the parent company curtailed Saturn's development budgets - leaving Saturn to badge engineer products from other divisions, notably a series of federalized models from Opel. The first cars themselves launched five years after the company's inception, and they advanced GM's spaceframe construction-manifesting Saturn's market proposition with their dent-resistant polymer exterior panels. The brand marketed itself as a "different kind of car company" and operated quasi-independently from its parent company, -comprehensively introducing a new car, dealer network, pricing structure, workforce and independently managed manufacturing plant in Spring Hill, Tennessee. The company was an attempt by GM to compete directly with Japanese imports and transplants, initially in the US compact car market. The Saturn Corporation, also known as Saturn LLC, was an American automobile manufacturer, a registered trademark established on January 7, 1985, as a subsidiary of General Motors.
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