Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 5 pages
Data source: Published sources
Topics:
General Motors (GM); Saturn; Toyota; Nissan; Honda; Oldsmobile; No haggle; No-penalty exchange privilege; Pacific rim; S-series; L-series; VUE; ION; Red-Line; Corolla
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https://casecent.re/p/19703
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Abstract
With the competition from the foreign automakers in the 1980s, General Motors (GM) wanted to develop a new car and a new development process that could compete with the foreign manufacturers. This ushered in ''Saturn'', a wholly-owned subsidiary of GM, that was hailed as ''a different kind of a car company''. In 1990, Saturn introduced its first car in the US market. Although, the company tasted success initially, since 1995 it had witnessed serious troubles in terms of inconsistent sales in spite of the introduction of two new models. Since 2002, to tide over the problems of Saturn, GM had been planning to hit the market with new product segments and car brands from 2005.
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Abstract
With the competition from the foreign automakers in the 1980s, General Motors (GM) wanted to develop a new car and a new development process that could compete with the foreign manufacturers. This ushered in ''Saturn'', a wholly-owned subsidiary of GM, that was hailed as ''a different kind of a car company''. In 1990, Saturn introduced its first car in the US market. Although, the company tasted success initially, since 1995 it had witnessed serious troubles in terms of inconsistent sales in spite of the introduction of two new models. Since 2002, to tide over the problems of Saturn, GM had been planning to hit the market with new product segments and car brands from 2005.