Within its first two years, Saturn created one of the strongest automo
bile brands. This article explains how and why GM was able to accompli
sh this unique feat. It involved creating a world-class product, devel
oping a team-oriented organization outside the GM fold, selling the co
mpany not the car, creating a new retailing strategy and relationship
with the customer, and a consistent communication effort. Ironically,
Saturn's success raises difficult strategic issues as to its future ma
nagement and its role in the future of General Motors.