The largest auto company in the world was feeling a little stodgy and out of touch. Its traditional customers were aging and it was having trouble attracting younger ones. So the automaker created a new brand and a new division to attract non-traditional shoppers.The new division fashioned itself as a "different kind of car company." It operated independently from its parent, selling unique models through a separate dealer network and experimenting with new ways of doing business, like no-haggle buying.
That was General Motors' Saturn division, created by CEO Roger Smith in 1983 and shut down in 2009 as GM went into bankruptcy.
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