Saturn AURA Turning a Corner
Below is a MRR and PLR article in category Vehicles -> subcategory Cars.
Saturn AURA: Turning a Corner
Summary
The Saturn AURA is GM's newest addition from its innovative division. Can this model thrive, unlike a previous misstep?
Introduction
General Motors' Saturn division stands out as a beacon amidst the challenges facing the U.S. auto giant, known for plant closures and financial woes. Despite these struggles, Saturn shines bright alongside other successful GM entities like Cadillac, GMC, and select models such as the Corvette and big trucks. The Saturn brand carries a certain "AURA," both in model name and in reputation.
Background
Two decades ago, GM launched Saturn to challenge Japanese competitors Toyota and Honda by producing compact cars that appealed to American drivers. Throughout the 1990s, the Saturn S Series, available as a coupe, sedan, and wagon, gained a loyal following, achieving cult status despite its aging design.
By the late 1990s, Saturn introduced two new lines: the VUE, an SUV, and the L Series, a midsize car derived from a GM European model, Opel. Unfortunately, the L Series fell short of expectations and was eventually phased out.
Saturn's Evolution
Saturn no longer operates as a standalone company but as a full division of GM, which has opened doors to new products. After discontinuing the L Series, Saturn launched the RELAY, a 7-passenger vehicle, addressing a significant gap in the lineup.
Recently, the SKY convertible debuted, receiving rave reviews as an upscale, limited-production model and serving as a halo car for the brand.
The New Saturn AURA
With lessons learned from the L Series, GM re-engages its Opel division to design the sleek AURA sedan, set to hit showrooms soon. What sets the AURA apart? Its compelling design and sporty appearance, reminiscent of the SKY, combined with a robust 3.6L V6 engine and six-speed automatic transmission. This 250-hp sedan aims to rival the Camry, Accord, and Maxima in both sales and performance. Featuring 19-inch wheels, an elegant interior, and precise handling, the AURA demands to be driven.
Outlook
The AURA surpasses the bland L Series with an eye-catching, inspiring design. While pricing details are pending, expect fully loaded models to be under $25,000, aligning with competitors.
Will the AURA succeed? It must. Saturn is committed to ensuring this model appeals to a broad segment of North American consumers. With the launch of the AURA, Saturn has indeed turned a corner, and perhaps GM will follow suit.
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