“Saturn, Rethink American” (:60)
As we all know, brands are living things. They can get sick, they can get tired, or they can thrive and become energetic. The getting better/mending (and potential positive turnabout) is off to a good start with this relatively recent branding ad for Saturn automobiles. In fact, I really dig this ad!
Saturn was one of the only GM brands that had darling status in the industry when it was introduced some 22 years ago. But in the last decade, Saturn has endured a steady erosion of brand equity and sales of its automobiles. Part of the decline was due to unimaginative automobiles given to it by GM — but, getting away from its original branding has also played a role.
This “Rethink American” ad and platform re-make of the Saturn brand has me optimistic about the division’s future. The ad is thought-provoking in a more global consequential way, as well as informative about the Saturn line-up. It sizes up that things change — how we once viewed things, now mean something else. And, with Saturn’s 5 new models, commitment to affordable hybrids, and a 100,000 mile (5 year powertrain) warranty, it may be worth giving this brand another look.
As the ad’s uplifting rock music articulates in the end, I may be ready to “come around”. Good idea, good execution, and good luck turning the corner resurrecting the Saturn brand.
Technorati Tags: GM, Saturn, Brands, Rethink American, Beyond Madison Avenue
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I dig the Roadster, a lot. I have yet to drive one but they do look pretty sharp.
GM bought Saturn to compete with Honda and Toyota. At the time foreigns really only competed with each other and the same is to be said for the American automakers. Therefore, GM wanted to get an in. Unfortunately they turned what was supposed to be the “foreign” company into something that is now distinctively American. Obviously Saturn has taken a toll for many years of GM neglectful design, but now the cars look better and they can probably pull off the turnaround.
I hope they also do something about the dealer network and the brand promise that it fails to deliver. Rebranding is not just for the aspirational part of your business — it should filter through all of your touchpoints. There is a reason the Saturn brand lost its sparkle … until they fix that, the issues will continue.
[...] few months back, GoldRush wrote an interesting post on the Saturn “Anthem” spot and the potential that the “Rethink” mantra has [...]