Through consumer research GM Saturn learned that car buyers were turned off by slick aggressive sales people who tried to pressure them into buying a car. As a new brand back in the early 90's, Saturn was able to launch the brand and distinguish themselves as a 'Different Kind of Car Company." By making sure every point of contact with the customer is completely different than what they were accustomed to, Saturn has gained a reputation that supports their No Hassel, Haggle," slogan. When customers walk into a Saturn showroom they are greeted by relaxed sales people who won't pressure or rush them into buying a car. And they have launched new innovations that support their promise to

provide excellent after-sale service. The company provides family-room-style waiting areas with computer terminals so a customer can work while waiting for their car to be serviced.

Saturn learned what car buyers wanted, and used that information to develop products and services to meet the needs and wants of their target audience.

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