2007 Saturn Aura

Saturn was founded in 1985 as a separate subsidiary of General Motors with its own refreshing vision and leadership. Its mission was to attract buyers of small fuel-efficient cars who would not consider a Chevrolet or other GM product then head them off on their ways to import brands. Among other ideas, its products would be substantially different from other GM cars of the time, and its customer treatment would be the envy of the auto industry.

Styling

Saturn's first two offerings, a solid but unexciting sedan and a nicely styled sporty coupe, were accurately billed as "different kinds of cars from a different kind of car company." For one thing, their four-cylinder engine used a new "lost-foam" casting technique to form its cylinder block. For another, its body panels were a dent-proof composite plastic. But Saturn's most unique distinction was its dealers' customer-friendly ways, beginning with no hassle, no-haggle fixed-price selling and continuing with extraordinary after-sale care.


And it worked. The cars were decent, the dealers terrific and the customer satisfaction right up with the best luxury imports. Deliriously loyal owners even bonded into a sort of cult that gathered more than once to party at Saturn's Spring Hill, TN, plant and headquarters.


Then GM got busy with other pressing matters, such as saving itself from bankruptcy in the early 1990s, invested precious product money in other brands and left its promising yet never profitable Saturn subsidiary to fend for itself. Saturn's products aged, its few new ones were so-so at best, its reputation waned and the prodigal child was eventually absorbed into the parent. The industry benchmark customer treatment remained but was far from enough.


Now, so suddenly it has snuck up on most of us, we are witnessing the renaissance of Saturn. Now a marketing division occupying Oldsmobile's former slot in the GM-brand pecking order—nestled neatly between youthful, sporty Pontiac and upscale, mature Buick—its vehicles have taken on a decidedly European character sharing styling, platforms and powertrains with GM's German Opel subsidiary. For example, Saturn's sexy-hot Sky Red Line turbocharged sports car is exported to Europe as the Opel GT, and its next U.S. small car (replacing Ion) will be a mildly Americanized Opel Astra.