Brand was an unsustainable distraction from the start
(NEWSER) - As General Motors’ Saturn experiment ends with a whimper, it’s important to understand that the brand was a failure from the start. Some obituaries blame GM for not providing a fuller roster of vehicles to build customer loyalty—but if anything, the automaker gave Saturn too much, writes Mark Ritson. Saturn was created in the mid-'80s to compete with cheap Japanese imports. But in order to compete, Saturns had to be cheap, too, making the brand unprofitable from the start. More»
