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Essay text:
plastic bodies
? Target Market:
? Demographics: baby boomers, college educated, 25-49
? Sell 80% to "Converts" (wouldn't otherwise buy GM)
? Larger vehicles were added later:
? SW1, SW2 station wagons (1993)
? L-Series mid-size sedan and station-wagon (1999)
? VUE SUV (2001)
Key findings: Promotion Strategy
? Unique, "folksy", "straight-talk", $100M+ consumer ad campaign, building a focused brand image, using themes such as:
? Saturn employees' enthusiasm, and dedication to building cars "in a brand new way" with US can-do spirit.
? Saturn buyers' lifestyles, playing up baby boomer themes of utility, value and safety...
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