"A different kind of car company," Saturn brand dies

General Motors is killing its Saturn brand after talks broke off with the Penske Automotive Group, which had been negotiating with GM to take over Saturn Corp. According to Penske, they were unable to secure a deal with another manufacturer to produce the Saturn. Without a secure production model in place, the risk to Penske was too great and they walked.

GM said it would wind down the Saturn brand and dealership network, in accordance with contracts that Saturn dealers recently signed with GM. Customers can still purchase and have their vehicles serviced at Saturn retailers until the wind-down is complete. After that, Saturn owners can have their vehicles serviced at other GM dealerships.

The Saturn was conceived in 1985 as a smaller, affordable but high-quality car to compete with the Japanese imports. Its success was limited and by some accounts cost GM $20 billion. It now goes the way of the Oldsmobile and the Pontiac. GM is trying now to sell off Saab and Hummer.