BUILDING A BRAND - THE SATURN STORY

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.