We already told you the pagan god of the General planned to drop a Camry and an Accord into a Chevy dealer showroom, but the gameplan appears to be to be more ballsy than we thought. Seriously, Saturn's got balls, and well — we like balls. Starting today, it won't be a Chevy dealership, but rather a Saturn dealership (I think they like it better when we call it a "store" — but whatevs, like we care) where you'll find the #1 and #2 selling mid-size sedans. They'll be there so that you can drive a 2007 Aura sedan, and then drop behind the wheel of "popularly-equipped versions" of the HoMoCo Accord and ToMoCo Camry. They'll also have an advertising campaign rolling along behind it. We remain unconvinced as to whether this will blunt the Asian mid-size assault, but bully for Saturn for trying something innovative like
The Fusion Challenge
The Malibu Challenge
Summer Saturnalia or whatever they're calling it. Full press release after the jump.
Saturn Offers Aura Side-By-Side-By-Side Test DriveRelated:
Vehicle shoppers invited to drive Camry, Accord at Saturn stores in effort to attract Aura buyers
Detroit - Saturn is hoping that, when consumers are considering the purchase of a new Toyota Camry or Honda Accord, they take a test drive - at a Saturn retailer.
Starting today, consumers who visit a Saturn store can drive the new 2007 Aura mid-size sedan, the 2007 North American Car of the Year, alongside popularly-equipped versions of the Honda Accord and Toyota Camry as part of its new "Side-by-Side-by-Side Test Drive" program.
"We are confident that the Saturn Aura compares favorably to the Accord and Camry," said Jill Lajdziak, Saturn general manager. "When people shop for midsize sedans, those two vehicles are popular choices, so we want to make it very easy for consumers to add the Aura to their consideration list."
The Side-by-Side-by-Side Test Drive program will run at participating Saturn retailers across the United States from June 11 - July 31, 2007. This program, which is available to consumers based on retailer participation, is being supported with a national marketing and advertising campaign. The television spot can be viewed, starting today, at www.Saturn.com.
Side-by-Side-by-Side Test Drive is the latest effort from Saturn to provide the best vehicle purchase and ownership experience for the automotive customer. Earlier this year, Saturn began offering the At-Home Test Drive program, through which shoppers can request a vehicle to be brought to their home, workplace or other location by their local retailer for a convenient test drive. Customer assistance specialists are also now available for "24/7 Live Chat" on Saturn.com, making it easier for consumers to get information on Saturn products and services quickly from a real person at any time.
General Motors' Saturn brand markets vehicles in the U.S. and Canada through a network of about 500 retailers, with a focus on providing innovative products with solid value and excellent customer service. In 2006, Saturn undertook a major revitalization of its portfolio with four new vehicles: the Sky roadster, the Aura midsize sedan, the Vue Green Line hybrid and the larger Outlook crossover. Saturn continues its aggressive growth plans in 2007, with the all-new 2008 Vue compact crossover (now available) and the new 2008 Astra small car (Fall 2007).
About General Motors:
General Motors Corp. (NYSE: GM), the world's largest automaker, has been the annual global industry sales leader for 76 years. Founded in 1908, GM today employs about 280,000 people around the world. With global headquarters in Detroit, GM manufactures its cars and trucks in 33 countries. In 2006, nearly 9.1 million GM cars and trucks were sold globally under the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, HUMMER, Opel, Pontiac, Saab, Saturn and Vauxhall. GM's OnStar subsidiary is the industry leader in vehicle safety, security and information services. More information on GM can be found at www.gm.com.
Chevy Asks Dealers To Put Toyota Camry In Showrooms For "Malibu Challenge"; Ad Watch: Ford Will Challenge Your Mid-Size To A Duel And Pay Car & Driver To Make It Happen [internal]