Apparently, selling dent-resistant vehicles at no-haggle prices cannot, by itself, sustain a brand. Try as it might, Saturn has been unable to maintain the enthusiastic loyalty it enjoyed in the 1990s, but with the introduction of the racy 2007 Sky roadster, it looks like it may officially be changing directions. While Saturn's product lineup has grown (very) slowly, little effort has been made to draw significant attention to the newest of GM's divisions. But the sexy Saturn Sky two-seater is clear evidence that somebody has been stoking the fire at General Motors. In fact, with the Sky and other new models, Saturn will double its portfolio to six vehicles by the end of the decade.
That may not sound like a lot, but for a brand that has been withering on the vine for quite some time, it's big and welcome news. As noted by Gary Cowger, President of GM North America, there is now an emphasis on retaining the positive, no-pressure buying experience that Saturn customers have enjoyed, while extending the range of products from which those shoppers (and others) can choose.