During the 1970s, GM encountered some turbulence in sales with the increase in the oil crisis. Their big fuel guzzlers could not match their more energy efficient counterparts in Asia and Europe and this caused a huge dent in the company’s image. To counter this, GM came up with a new brand – Saturn on January 1985. The name was derived from the name of the rocked that ferried the astronauts to the moon in the 60s.

Production of the car took off in the early 90s and the main aim was to emulate the foreign marketing strategies of the models from Europe and Asia, who were spoiling the fight in the perceived American market. Some of the strategies included quality control which led to the production of more efficient and reliable cars, which could compete better with the foreign models.

Soon after the first car hit the road, they started receiving favorable reviews which led to an increase in the number of sales and it began to bag one award after the other. 1993 was the first profitable year for the Saturn, and everything seemed to be doing just fine for the small subsidiary of GM. By 1995, the company produced a record one million cars, but the numbers soon began to take a downward trend and shortly after 2000, they were edged out of production.

Again after 2000, GM started gaining more interest in the brand as the company changed its lineup as well as general policies. Currently, the recent models of Saturn copy car such as the Opel cars. From 2003, the sales went even lower, forcing GM to do away with several model such as the L-series, as well as the Ion. It is rumored that GM is considering selling or shutting down Saturn to do away with the financial pressure it is experiencing at the moment.

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