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Building a Brand: The Saturn Story
Aaker, David A.
36/2  (Winter 1994): 114-133

Within its first two years, Saturn created one of the strongest automobile brands. This article explains how and why GM was able to accomplish this unique feat. It involved creating a world-class product, developing a team-oriented organization outside the GM fold, selling the company not the car, creating a new retailing strategy and relationship with the customer, and a consistent communication effort. Ironically, Saturn's success raises difficult strategic issues as to its future management and its role in the future of General Motors.

 

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