After months of nonstop hype, the 2007 Saturn SKY is now entering dealer showrooms. This two seat roadster marks an important turning point for the Saturn brand long identified with building nondescript, but dependable vehicles. With an MSRP of $23,690, the SKY is certain to sell for several thousand dollars over the dealer’s sticker price as demand is expected to far exceed capacity. Lets examine the Saturn brand and the car behind the hype to see if the SKY was worth the wait.
Since Saturns first cars became available in 1990, the brand has attracted a loyal following of owners who liked the companys simplicity and consumer friendly dealer network. Indeed, Saturns no haggle pricing revolutionized the relationship between dealer and customer changing the typical adversarial business transaction into a partnership benefiting buyer and seller alike.
Originally, Saturn was established as a separate company, but wholly owned by General Motors. The idea behind Saturn was that the company would build import fighting small cars to compete against the likes of Toyota and Honda. The S-Series, made with ding proof polymer side panels was an immediate hit and Saturn...
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