Lost Keys Honda
Saturn Aura Marketing Gambit more sales Strip
The Saturn division of General Motors Corp is astounding to buyers of cars off marks rivals this year and hopes to attract even more as it launches a marketing program that offers direct comparisons with the best-selling sedans of its Japanese competitors, said Head of Saturn.
In recent weeks, Saturn dealers have placed a Toyota Camry and Honda Accord in their showrooms, challenging buyers take comparison test drives with the Aura. GM calls the marketing campaign, the first of its kind, â € € œSide-by-Side by Side Challenge.
â € œIt really shows how much confidence we have in the product, â € said Jill Lajdziak, general manager of Saturn. The Aura critical success represents a key step for the automaker, which has been the launch of a renewed alignment with European style bolder to reverse decline sales and to revitalize the Saturn brand.
The Aura, which brought new Saturn sedan in the segment of highly competitive mid-size, has helped sales strengthened. With sales up 21 percent through June, Saturn represents the best-performing brand at a time when GM that the automaker has seen its downfall Overall U.S. sales by eight percent.
Lajdziak said that Saturn could have a momentum of Aura marketing and other efforts. â € œIt has been recovered in the market. And the account numbers are rising, â € Lajdziak said. â € œI expect the review and levels of achievement follow rise.â €
GM executives said the Detroit automaker has improved the quality, but still did not change the negative perceptions that go back decades. As such, it has designed a campaign to close the gap. â € œOne of the things we're trying to do ... is that people who do not would consider a domestic car really think about it, â € said Chuck Thomson, director of Saturn sales.
The campaign, according to analysts, it is quite risky. Instead of drawing more customers, which could push some consumers to its rivals, especially if found to Competitors € ™ product lines are much better. But so far, the campaign side by side next to the domestic auto is fulfilling its purpose quite well.
Data from industry tracking firm Edmunds.com are the Aura has gained strength. In May, the number of visitors to the site taking into account increased to more than one Aura 48,000, almost double. From January to June, sales of the Aura in the United States amounted to 27 229. That compares with 240 530 sales for the Camry and 182 346 for the Agreement in the same period. â € œWe picked up the Camry and Honda, as are the two large players in the segment, â € said Thomson.
The Aura was also voted the North American car of the year for automotive journalists. This has increased the possibility of selling the car. GM, which lost the first place in global sales of Toyota Motor Corp. earlier this year, has seen its American slice of the market is reduced to about 23 percent from a peak of 45 percent in 1980. As part of its restructuring, GM executives have said they need to see Saturn turned the corner with its new product line.
Encouraged by the success of the marketing of Aura, the largest U.S. automaker is considering launching a similar campaign for new Saturn Vue, which goes to dealers this month. GM is also considering the deployment of a marketing blitz from head to head for the new Chevrolet Malibu, which filmed later this year. The Vue rival the Honda CR-V and Toyota RAV4, while the Malibu against Toyota Camry, GM officials said.
Lajdziak, said the challenge of Saturn show the mark was the recovery of its edge. â € œI do not think is a bolder, more confident statement, â € he added. Apparently, the dashboard "> dashboard Saturn is not to prevent the entry of more profits.
About the Author
Anthony Fontanelle is a 35-year-old automotive buff who grew up in the Windy City. He does freelance work for an automotive magazine when he is not busy customizing cars in his shop.
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