By Jim Brennan

UDMan

What started out as a division with a cult-like following ended up another irrelevant brand within the GM hierarchy. This is the story of how GM fumbled a golden opportunity to reinvent itself over the last 20+ years.

Almost twenty years ago, a new division was launched within the behemoth General Motors empire, and its purpose was to bring back disenfranchised buyers who refused to shop at Chevy, Oldsmobile, Pontiac, and Buick dealerships. The division was named Saturn, and it was going to be run differently than any other GM division. The premise of the Saturn brand was very simple, they did not share anything with GM; the cars were exclusively Saturn, the power train was exclusively Saturn, the manufacturing plant was exclusively Saturn, and the dealerships were stand alone Saturn stores. You could not find one GM logo connected to the entire brand when it was launched, right down to the keys. But one thing that stood out in the consumers mind was how they were treated at the dealerships with its no-haggle pricing policy and low pressure sales tactics. So how did a division with so much promise become the also ran within GM in less than 20 years? Read more of my piece at Automotive Traveler.

Spy photographers have once again spotted a prototype for Saturn Aura/Opel Insignia. The vehicle spotted gives us a good glimpse of what’s to come for Saturn’s largest sedan and, for the first time, reveals what the production interior will look like. The prototype appears to draw lightly from Opel’s GTC concept, but it’s definitely evolutionary, rather than revolutionary. Obviously the head and tail lamps are fake on this prototype, but we can imagine what will be in their place without too much difficulty (GM has also released a teaser image showing the Insignia’s taillight).

The upcoming Aura/Insignia is based on GM’s fresh Epsilon 2 platform. We’re expecting similar powertrains to the current model – a couple of V6s and a hybrid – as well as front wheel drive. All-wheel drive is a rumored possibility. The prototype’s gauge cluster is highlighted by four chrome-ringed dials — two large and two small — with clean looking faces. Chrome also accents the center-mounted gear shifter, giving the interior an up-scale feel. For the first time, spy shots reveal what the center stack will look like on the road-going model. Although the quality doesn’t look quite up to production floor standards, the overall design can be inferred. Atop the center stack looks like a space that could house an LCD screen.
The Insignia will be released in late ’08 as an ’09 model in Europe, with U.S. sales of an Aura likely following a year later. More photos at Left Lane News.