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Saturn says that they are “a different kind of company, a different kind of car.” General Motors is the company that owns Saturn. Before Saturn, General Motors were barely selling any cars. They were starting to lose their business to the foreign car companies that could offer a compact car for cheaper. The reason that they said they were going into business was to offer a car for cheaper just like the foreign car companies. Their mission, in part, was to market compact vehicles, developed and manufactured in the U.S. that are world leaders in quality, cost, and customer satisfaction. It was also to sell 80% of its cars to drivers who wouldn’t otherwise buy a General Motors vehicle. So the different kind of car was going to be the cheaper car made from their company. General Motors believed that Saturn was the key to its long-term competitiveness and survival.
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