AFSCME 3357-HOF'S BLOG

2006 Saturn Aura

Saturn has used the Detroit Auto Show to preview its upcoming midsized car, the Saturn Aura. This car replaces the underachieving "L" series. Saturn discontinued the L series early, ceasing manufacturing in June, but leftovers will probably remain on dealer lots for the remainder of 2005. Saturn is getting the biggest top-to-bottom makeover of all the GM divisions, and well it should, sales were off 21% last year.

Even with the new Relay minivan, the sporty sky, and the new Aura, I predict that Saturn will have a hard time turning around its sales. The Chevrolet Cobalt compact, built on the same platform as the ION, blows the Ion away in terms of perceived quality, for the same price. The Aura, with a 3.6 twincam engine and a new six-speed automatic gearbox, as well as a deluxe interior, may be too pricey to generate high market share in a tough market.

I think GM should have merged Saturn and Oldsmobile a decade ago. What we are seeing now is the result of too many model programs for too long. GM is making some headway, but it's going to be tough.



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