It is only common to find start up companies on every street corner, from Apple to Tesla; our society is immune. But back in 1985 this was a innovative, unusual, new idea GM decided to venture in. With the goal to be a “different kind of company”. Saturn created the structure of modern start up companies. A bold new idea, and great marketing. However, Saturn was the new star in the sky that shined so bright and ultimately disappeared along with Hummer, Pontiac, and Oldsmobile. Before we continue, were you one of the few who experienced the cheering and clapping at your local Saturn dealership before driving away? If so check out eManualOnline, where you can find yourself a Saturn Repair Manual today.
To compete with Eastern Car Companies like Honda, Toyota, and Datsun’s fuel efficient, light weight small car lineup. GM decided to take a bold risk of creating a new GM Small car line named Saturn with Alex Mair and Robert Eaton. Taking name of the space shuttle that took America to the Moon and won the Space Race. GM hoped by adopting such a name, luck could find their way with the same end result. With a whole new company from the workforce to the dealership. America saw its first ever car start up company at full force.
GM strategically placed the Saturn factory in small town Spring Hill Tennessee. The first cars created were named the S series SL sedan, and SC coupe. Using a “Space Frame Design” meaning Saturns cars eradicated dependency on heavy metal panels and used plastic dent resistant lightweight body panels. Although GM knew they would not be able to compete with their Eastern competitors. GM relied heavily on Marketing to position Saturn as a Home made American car, promoting a sense of community.
By 1995 Saturn had built over a million cars but things were not looking up when GM decided to skim down on marketing efforts due to the poor economy in the 90’s. GM began rebadging Opels as Saturn's which was quite evident the total opposite of Saturn was suppose to be. Sales began dropping and a government bail out was issued. By 2008 GM had no choice but to hang the gloves. In order to save the company GM would close down. Saturn, Pontiac, and Hummer.
Saturn was a great innovative new idea that imploded in GM’s Hands. Today start up companies look at Saturn and remember what can happen if you fall off track. With over a million Saturn's sold eManualOnline can supply you with more than enough Saturn Service Manuals.