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Discussion Starter · #1 ·
AUTOEXTREMIST

Its back to the wall, Detroit fights back.

Detroit. - The new advertising from GM marketing for the Saturn Aura - the "Rethink American" campaign, which made its debut last week - is the first work by Deutsch L.A. for Saturn (after Goodby Silverstein & Partners in San Francisco was summarily dismissed earlier this year), and it merits a closer look.
Some background is in order first, however. The Saturn Aura is probably the most significant mainstream sedan from General Motors in at least a decade. Touted, praised and awarded by the automotive media, the Aura is an ultra-competitive entry aimed right at the heart of the market. But the Aura has started off more slowly than expected, which has been puzzling and disconcerting for GM marketing types, to say the least.
There are a lot of reasons and theories about why this is so, but only one really matters in this discussion - and that's the fact that after years of building mediocrity, GM is finding it difficult to convince the American consumer that they're finally building vehicles worth looking at.
This "perception gap" is something I've been writing about for years now. GM (and Ford, for that matter) has lost a generation of buyers to the import manufacturers. As a matter of fact, there are households out there in America that haven't had a domestic-sourced car in their driveways ever. And it's a situation that is not getting any better, despite the fact that GM's product renaissance is in full swing.
What's the answer?​

for more CLICK HERE. Link valid only until next Tuesday 5/29

The autoextremist confirms for the first time (at least as far as I know)something that I have been suspecting for quite a while. That the Aura's sales have been quite disappointing. This, coming from such a GM believer as the AE makes me wonder, how disapointing?



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I must say, thats one of the most refreshing reads I have ever encountered from this guy
 

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Mercury C557
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Aura sales
4,323 - Apr '07
5,530 - Mar
3,796 - Feb
4,102 - Jan____
5,841 - Dec '06
4,279 - Nov
4,661 - Oct
3,183 - Sep
1,781 - Aug

and for comparison, the beginning sales of the CD3 cars
Fusion - Milan - MkZep
15,468 - 4,156 - 3,239 - Aug '06
13,612 - 3,490 - 3,027 - July
13,691 - 3,194 - 2,264 - June
14,940 - 3,081 - 2,246 - May
12,613 - 3,557 - 3,378 - Apr
10,703 - 3,236 - 3,218 - Mar
9,143 -- 2,371 - 1,874 - Feb
9,999 -- 2,023 - 2,692 - Jan____
7,568 -- 2,111 - 2,129 - Dec '05
5,337 -- 1,874 - 1,652 - Nov
4,078 -- 1,336 - 1,204 - Oct
best month so far
15,790 - 4,678 - 3,626*- Mar'07 (* MKZ best: 3,795 - Dec'06)

note: Mar'07 sales times 12 = 289,128 - pretty close to max production #'s iirc & not counting sales outside the U.S.!!!
 

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Aura sales
4,323 - Apr '07
5,530 - Mar
3,796 - Feb
4,102 - Jan____
5,841 - Dec '06
4,279 - Nov
4,661 - Oct
3,183 - Sep
1,781 - Aug

and for comparison, the beginning sales of the CD3 cars
Fusion - Milan - MkZep
15,468 - 4,156 - 3,239 - Aug '06
13,612 - 3,490 - 3,027 - July
13,691 - 3,194 - 2,264 - June
14,940 - 3,081 - 2,246 - May
12,613 - 3,557 - 3,378 - Apr
10,703 - 3,236 - 3,218 - Mar
9,143 -- 2,371 - 1,874 - Feb
9,999 -- 2,023 - 2,692 - Jan____
7,568 -- 2,111 - 2,129 - Dec '05
5,337 -- 1,874 - 1,652 - Nov
4,078 -- 1,336 - 1,204 - Oct
best month so far
15,790 - 4,678 - 3,626*- Mar'07 (* MKZ best: 3,795 - Dec'06)

note: Mar'07 sales times 12 = 289,128 - pretty close to max production #'s iirc & not counting sales outside the U.S.!!!
remember, Aura, G6, 9-3, Malibu are all one vehicle..
 

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Mercury C557
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^^ You want more #'s ?!? ;)
no seriously, I know (except don't think the Malibu counts until the new one comes out)
I just wanted to offer some data.

Saturn is (possibly) turning into a mid-range brand (but isn't quite there yet)
and my brand needs/deserves that too,
and Lincoln has been criticized for having been taken too far down-market,
and there's no comparison to the Fusion in sales numbers!
So I included all 3 CD3's.

I kinda see LincolnMercury as going thru the same/similar sea-change that Saturn-Pontiac-Buick(+Cadillac) seem to be trying for - just that GM has more balls (brands, include Saab too) In The Air.

So I sorta wanted to compare/contrast Aura & Milan. If I may direct your attention to the
7th months: 3,796 Aura / 3,557 Milan
A big difference I see is that the Aura kinda looks like it may have 'topped out' already, where the Milan is still increasing!
Think that's where GM could be worried.
 

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Discussion Starter · #6 ·
remember, Aura, G6, 9-3, Malibu are all one vehicle..
You can even count the three BLSs they sold in Europe last year . . . ;)
2b2 said:
So I sorta wanted to compare/contrast Aura & Milan. If I may direct your attention to the
7th months: 3,796 Aura / 3,557 Milan
A big difference I see is that the Aura kinda looks like it may have 'topped out' already, where the Milan is still increasing!
Think that's where GM could be worried.
That is one issue I was wondering about. I think that the Aura got a free pass from the media while the CD3s were very harshly scrutinized, and still came out in pretty good shape. IMO the Milan looks way better than any Epsilon and is in fact one of the best looking mid size sedan available today. I am glad that the public seems to be getting awareness of this fact.





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You can even count the three BLSs they sold in Europe last year . . . ;)

That is one issue I was wondering about. I think that the Aura got a free pass from the media while the CD3s were very harshly scrutinized, and still came out in pretty good shape. IMO the Milan looks way better than any Epsilon and is in fact one of the best looking mid size sedan available today. I am glad that the public seems to be getting awareness of this fact.

When I look at these two sedans, I truly believe that, surely, there is no reason now to walk over to a Toyota or honda dealership..
Especially a vehicle like Milan which is soo much better than a Camry.

Another problem Toyota has is that its now Dumping at Budget. And soon, people will rent these things and realize that they really are rental fleet materials. Espeacially with Ford/GM demanding full price from fleets...
 
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