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GM, Saturn Dealers Split on Playing Up Penske Name

By Nick McMaster,  Newser Staff

Posted Jun 29, 2009 7:01 AM CDT
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(Newser) – Saturn dealerships around the country have been using the brand’s planned acquisition by Roger Penske to attract customers, the Wall Street Journal reports. "People want to buy from someone they like," said the owner of a Saturn dealership in Wichita. But dealership owners nationwide have since received letters from GM asking them to downplay the Penske association.

In GM’s view, the focus on Penske’s name recognition threatens to overshadow the Saturn brand. But dealers may be right to try a new strategy: customer loyalty to Saturn, once a brand strength, has been faltering. Only 37% of Saturn owners who bought a new car in 2008 chose another Saturn, down from 45% in 2007 and dismal compared to a 65% loyalty rate for Toyota.

Team owner Roger Penske stands on the track before the start of the IndyCar Series Bombardier Learjet 550 auto race at Texas Motor Speedway in Fort Worth, Texas, Saturday, June 6, 2009.
Team owner Roger Penske stands on the track before the start of the IndyCar Series Bombardier Learjet 550 auto race at Texas Motor Speedway in Fort Worth, Texas, Saturday, June 6, 2009.   (AP Photo/Tony Gutierrez)
A customer looks at several different Saturn models for sale at a Saturn dealership in San Jose, Calif., Friday, June 5, 2009.
A customer looks at several different Saturn models for sale at a Saturn dealership in San Jose, Calif., Friday, June 5, 2009.   (AP Photo/Paul Sakuma)
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A lot of customers won't buy a car from GM, but they will buy a car from Roger Penske.
- Scott Davies, Saturn of Wichita

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COMMENTS
Showing 3 of 3 comments
embersyc
Jun 30, 2009 10:21 AM CDT
Still driving a 97 Saturn SL1 and its the most reliable car I've ever owned, but GM ruined the division long ago when they went away from the original vision. Hopefully Penske can get that back, but right now I wouldn't buy a Saturn if I was in the new car market.
oldgoat
Jun 30, 2009 7:44 AM CDT
Sorry GM but you had a chance to make Saturn a good company, but failed. You sold it so now stay out of the way of meddling with it. If Penske wants his name used to promote it then that is his choice.
Yourself
Jun 30, 2009 3:42 AM CDT
"hey we sold out, but we don't want you to tell that to customers" HUH??? that's the most moronic thing ever, and if the dealerships do as their FORMER owner tells them to, then they're done for. It's time to let them move on and do whatever it takes to make a sale, including telling the customer that the new owner is better.

 
General Motors • acquisition • Saturn • auto industry • car dealers • Roger Penske • customer loyalty

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