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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