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Significant Points
Sat­urn Light­ship is inte­gral part of company’s catch-up strat­e­gy
In seg­ment where almost every oth­er automak­er has pro­hib­i­tive head start
Sat­urn late to already crowd­ed par­ty, believes there’s plen­ty of room for VUE, base price $20K
Isn’t plan­ning on build­ing enough vehi­cles to have much impact
Increased foot traf­fic to Sat­urn stores helps main­tain sales momen­tum until restyled S-series pas­sen­ger car goes on sale in 2002
Sat­urn left in dust by vir­tu­al­ly every oth­er automak­er that latched onto white-hot SUV mar­ket
Lat­er this year, Sat­urn gets into game with VUE
With­in few weeks, poten­tial cus­tomers may see SUV’s logo hov­er­ing above
Form of 165-ft, 6,335 pound blimp embla­zoned with Saturn’s red & white logo
Word “VUE” dom­i­nates bul­bous body
Sat­urn also employ­ing what it calls “dia­logue mar­ket­ing” approach to fuel antic­i­pa­tion for VUE
Sat­urn sales over 1st 5-months of 2000

Up 6%

Increase in sales of mid-size L-series cars

Up 31%