Still a bitdifferent

aturn corp. was created in to be—in its own words—"a different kind of car company." And, despite some recent changes that have pulled the subsidiary a little closer under the massive wing of parent General Motors, Saturn is still a car company with a difference.

This difference is not only seen in the way Saturn treats its employees and the methods it uses to market and sell cars, but also in how it treats its customers. For example, Saturn offers customers a money-back guarantee for up to 30 days or 1,500 miles on every new car it sells, and three days or 150 miles on used vehicles. And, the company says, cars can be returned for any reason.

Yet, what most consumers find most remarkable about Saturn is the company's unique and innovative "no hassle, no haggle" sales approach. The stated goal is for the dealer and its representative to be "straightforward about all elements of a vehicle's price," from the first point of contact with the customer.

On its Web site (www.saturn.com), Saturn further explains its sales philosophy in response to a consumer question on pricing: "In addition, you can expect no last-minute add-ons or hidden charges. 'No haggle' means that every Saturn retailer should stick to whatever price it decides to sell at. The retailer should give you the same price, regardless of your bargaining skills."

What a deal! If you have shopped for a new car recently, you know what negotiations can entail, especially in terms of add-on charges and hidden fees. As expected, this concept created a lot of surprised and satisfied customers. Saturn was quick to turn that marketing edge to its advantage by taking some real customers and featuring them in print and television advertising. Although the company plans to move to more product-based ads in the future, photographs sent to the company by Saturn owners, showing them with their cars, their families and even their dogs, are still posted on the company's Web site.

Other owners are invited to submit photos to the site, but Saturn notes it won't be able to acknowledge or return unused photos because it has to spend more time doing what it does best-making Saturn cars.

Today, the average Saturn owner is typically about 40 years old. However, recent market research shows that the brand has a favorable impression with younger consumers, too. This past summer, Market Facts Inc. found that almost 60% of the 18- to 24-year-olds surveyed that did not own a Saturn would think about buying one.

Saturn has inspired an uncommon sense of loyalty among existing Saturn owners. Four years ago, the manufacturer invited owners to a summertime barbecue at its plant in Spring Hill, Tenn., and some 40,000 people showed up, despite a series of thunderstorms. The daylong event featured country music performers, barbecue lunch, plant tours and special product displays. Saturn owners from as far away as Alaska made the trek to Tennessee. At the time, there were 700,000 Saturn cars on the road.

Next summer, probably just in time for a preview of the new Saturn mid-sized L-series vehicle, the company will hold "Homecoming 1999" at its Tennessee assembly plant. This time, with about 1.7 million Saturn owners, the company is expecting 80,000 guests for the weekend.

As of last year, Saturn also operates a visitor center at its assembly plant to handle a steady stream of curious consumers. The center drew about 70,000 visitors in its first year.