Saturn

In the 1970s, General Motors, the symbol of American automotive power, began to struggle as the global oil crisis reshaped consumer behavior. The company’s large, fuel-hungry engines could no longer compete with the efficient European and Japanese imports that flooded the U.S. market. GM’s image suffered, and a new approach was needed to regain public trust. In response, GM launched a new division called Saturn Motors on January 7, 1985, a brand conceived to represent innovation, efficiency, a...