Posted: October 5th, 2016

The Saturn Corporation (once a division of GM) was permanently closed in 2009. What went wrong with Saturn?

The Saturn Corporation (once a division of GM) was permanently closed in 2009. What went wrong with Saturn? Answer Saturn’s cars sold at prices higher than rivals Honda or Toyota, so they could not sell many cars. Saturn sold cars below the prices of Honda or Toyota, earning a low 3% rate of return. Saturn found that young buyers of Saturn automobiles were very loyal to Saturn and GM. Saturn implemented a change management view that helped make first time Saturn purchasers trade up to Buick or Cadillac.

Source: http://www.homeworkminutes.com/question/view/47619/ECO-550ECO-550-Midterm
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