The Saturn brand has been amazingly resistant to success. After years of hard work, GM has finally admitted the car line has been "disappointing" and it is in discussion with its dealers about what's next.
For now, GM isn't planning to do anything with Saturn beyond the life-cycles of its current models. If no one steps forward wanting to take Saturn over when the models are done in 2011, the brand is done too.
Over the last few years, Saturn has had a complete makeover of its once drab line-up. The new cars are flashy-looking and mostly well-received by critics.
The Saturn Aura was even voted car-of-the-year by auto critics at the 2007 Detroit Auto Show. When its close relative, the Chevrolet Malibu, received the same honor in 2008, its sales took off. But the Aura's sales never took off and fell even lower last year.
Part of the problem has to do with Saturn's "No haggle" pricing policy. In exchange for agreeing not to finagle on deals, Saturn dealers got big exclusive territories with many miles between them. But that means it's much harder to find a Saturn dealer than one who sells Chevrolets or Pontiacs.
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