Saturn may have one of the freshest lineups in the industry, but apparently that message isn’t getting across to consumers through the automaker’s current advertising campaigns. In order to bolster awareness about its new vehicles, Saturn will be launching an all-new ad campaign in late April.
Initially, the new campaign will focus on the Aura and Vue, but will shift to the Outlook later in the year.
Saturn sales fell short of expectations last year particularly the Aura and Outlook — something General Motors chalks up to an inconsistent marketing message. “Last year we launched a product every few months in the marketplace,” Jill Lajdziak, general manager of Saturn sales, service and marketing, told Automotive News. “When you do that, you don’t have stability in the marketplace.”
GM sold just 59,964 Auras in 2007, well short of its goal of over 100,000 units.
Sales of the Saturn Outlook crossover were also well off predictions, making it the slowest selling of the Lambda family of vehicles. As of March 1, GM had a 107 day supply of Outlooks, whereas the GMC Acadia had a 70 day supply and the Buick Enclave had a 44 day supply. Despite the new ad campaign, sales of the Outlook could drop even further when GM launches its fourth and cheapest Lambda vehicle — the Chevrolet Traverse — later this year.
