• Brandweek, Wednesday, April 12, 2006 12:15 PM

General Motors' Saturn brand, once a bright star in the GM stable of vehicles, is readying a relaunch that includes a new marketing campaign and three new models. Critics say one of the reason Saturn sales began flagging was because it failed to offer any new products. But all that will soon change when the company unveils the Aura, a sport sedan that will hit showrooms this summer; the Sky Red Line, a hyper-powered version of Saturn's roadster that goes on sale this fall, and the Outlook, an eight-passenger crossover that will hit the market with its 2007 model late in the year. The new cars will be supported by an advertising campaign that carries the tagline "Like always, like never before." Saturn will use the tagline to market all of the models rather than break out each model, in order to keep the brand cohesive. The new offerings are "staying true to what brought us this far," said Saturn rep Mike Morrissey. He added that the new models are sharing some global design, "which is how we get great design." Advertising spending for the new campaign was not disclosed.

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