Brand Marketing

What Car Brands Can Learn From Saturn's Rise and Fall

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March 09, 2009 05:00 AM

Back in the '80s, GM was getting hammered by the imports and GM CEO Roger Smith decided it was high time to fight back with a multibillion-dollar skunk works code-named Saturn. Its mission: an all-out effort to push back the imports and return new innovations to the broader GM organization.

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