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This week it was announced that Roger Penske had cut a deal to buy the Saturn brand from General Motors. What a terrific development for Saturn and the Saturn brand.
A few weeks ago I was with a GM marketing guy and he made the observation that “you can tell that finance guys made all the decisions about the future of GM, because marketing folks would have kept Saturn and Hummer.”
The point he was making is that a marketing person would have recognized the inherent value in the Saturn and Hummer brands. It looks like Hummer is going to get a second chance with a new Chinese owner and it remains to be seen if Hummer can successfully navigate changing consumer sensibilities to build a solid and profitable business in the US.
Saturn on the other hand grabbed the brass ring.
