Can Roger Penske turn struggling Saturn around?
AP file photoIn what is seen as a huge business gamble, a successful industry veteran has just a short time to turn around a brand that caused its parent company to lose billions of dollars for almost three decades. Saturn never made a profit for General Motors during its 24-year run, costing the automaker about $20 billion over the years. But, what made Saturn different from other GM brands was its independent dealer network, its relations with laborers who built the cars and extreme customer loyalty to the brand. That’s why Roger Penske took an interest and, according to The New York Times, is expected to complete the purchase of the brand by October. The racing team and auto dealership owner revived sales of Smart cars in America, truck leasing at Hertz and diesel engines in General Motors. But with Saturn comes a greater challenge: Re-invigorating the brand without the support of General Motors while not alienating returning customers. General Motors will provide manufacturing to S
