Saturn Corporation

Saturn's 2009 discontinuation ended GM's experiment in different labor relations and customer experience. Launched in 1990 as a 'different kind of car company,' Saturn's no-haggle pricing and plastic body panels attracted loyal customers. But GM never gave Saturn unique products after the first generation; later Saturns were rebadged Opels and Chevrolets. Roger Penske's attempted acquisition fell through. Saturn demonstrated that brand promise without product differentiation eventually fails.