We've been asking that question since the New York Auto Show, when we got our first look at the Opelization of the Saturn brand. Take, for example, the PreVue (hint, hint) concept based on the Opel Antara, Sky Redline based on the Opel GT and new Aura sedan based on the Opel/Vauxhall Vectra. It would appear Saturn's San Francisco treat of an agency, Goodby, Silverstein and Partners, heard some other folks asking the same question. Whoever they heard, the commercial's the latest part of Saturn's "Like always. Like never before." advertising campaign — a blitz, er, one commerical seeking to reimagine the brand as something that doesn't evoke a vegan burrito. Making and selling the vehicles noted above is one way to start that process.
Dude, What If S-A-T-U-R-N Really Spelled O-P-E-L? [internal]