SATURN Amy Bolyard R.J. Gimbl
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Transcript of SATURN Amy Bolyard R.J. Gimbl
•Amy Bolyard Amy Bolyard •R.J. GimblR.J. Gimbl •Spence Graham Spence Graham •Todd Hannah Todd Hannah •Bill Long Bill Long
• Concept began in July 1982 in response to increasing import competition and a traditional adversarial relationship between union and management
• Partnership formed between General Motors (GM) and United Auto Workers Union (UAW)
• July 1985- Spring Hill, TN selected for Saturn’s manufacturing facility ($1.9 Billion for plant construction, equipment, and tooling)
• July 1990- 10:57am, GM Chairman Roger Smith and UAW President Owen Bieber drive red metallic four door sedan off assembly line
• Saturn’s Yearly Homecoming draws an excess of 40,000 people per year
• October 1990- 1st truck load of vehicles shipped from Tennessee to California
• March 1992- Sells its 100,000th car• Sept. 1993- Produces 500,000th car• June 1995- Produces 1 Millionth car• January 1997- Produces 1.5 Millionth car• January 1999- Produces 2 Millionth car
•MSRP- $12,955
•Well Equipped and Easy to Live with
•Estimated EPA of City 29 and Highway 40mpg with manual transmission
SL-1SL-1
•MSRP - $14,365
•Well Equipped and Affordable
•124 Horsepower Engine
•Tight, Sport-Tuned Suspension
SL-2SL-2
SC-2SC-2
•MSRP - $17,115
•3rd Door for Easier Access to Rear Seat
•Road Hugging Suspension System
•5 Speed Manual Transmission
•1.9 Liter Dual-Overhead Cam Engine
•MSRP- $15,615
•Roomy and Comfortable
•Standard Air and Lumbar Seats
•Flexible Door Panels to Prevent Dents- Easily Removable and Replaceable
SW-1SW-1
• Higher consumer loyalty rate than Toyota and Honda with 45.6% of Saturn owners repurchasing a newer model Saturn
• No Hassle/No Haggle Buying Experience
• Rank highest in Sales Satisfaction (Nameplate Ranking) from 2000 JD Power and Associates
• Price
• Quality
• Lack of Dealers
• Lack of Support from General Motors
• Free Spirits SC-2 (2 Door Sport Coupe)
• Commuter SL-2 (Fully Equipped Sedan)
• New Families SW-1 (Station Wagon)
• Economizers SL-1 (Economy Sedan)
• Projected car sales of 60,700• Production was 56,000 vehicles• $100 rebates on the SL-1 and the SC-2• 7.5% finance rate• Advertising budget of $22.4 million• Targeted Free Spirits, Commuters, New
Families.
• Actual Vehicle Sales 53,016• Net Contribution -$17.6 M• Gross Margin $22.5 M• 8.3% Unit Share• 316 Dealers • 168 Vehicles sold per Dealer
• Projected car sales of 58,200• Actual car sales were 61,437• Production was 57,000• Offered $250 on the SL-1 and SW-1 models• 3.9% finance rate• Advertising budget of $25 million• Targeted Suburban and Urban Consumers• Upgraded quality (60%) price (40%)
• Actual Vehicle Sales 61,437 • Net Contribution $8.7 M• Gross Margin $65.6 M• 9.7% Unit Share• 316 Dealers • 194 Vehicles sold per Dealer
• Projected car sales of 60,400• Actual sales were 55,504• Production was 57,000• Rebates of $500 on SW-1 and SC-2 and $150
on the SL-1• 2.9% finance rate• Advertising budget of $24 million• Price was increased by 1% as price and
quality upgrades took effect. (Inflation 3%)
• Actual Vehicle Sales 55,490 • Net Contribution -$0.1 M• Gross Margin $57.8 M• 9% Unit Share• 381 Dealers • 145.6 Vehicles Sold per Dealer
• Projected car sales of 62,900• Production was 57,500• $1000 rebate on SL-1 and SW-1 and $500
rebate on SL-2 and SC-2 models• 1.9 % finance rate• Advertising budget of $24 million• New model introduction rejected
• Actual Vehicle Sales 61,654 • Net Contribution $20.8 M• Gross Margin $92.5 M• 9.9% Unit Share• 400 Dealers • 154.1 Vehicles Sold per Dealer
• Projected car sales of 62,500• Production was 57,500• $1000 rebate on the SL-1, $750 on the SW-1
and SC-2• 1.9% finance rate• Advertising budget of $24 million
• Actual Vehicle Sales 64,683• Net Contribution $39.3 M• Gross Margin $109.6 M• 10.6% Unit Share• 400 Dealers • 161.7 Vehicles Sold per Dealer