V I S U A L STRATEGY G U I D E
V I S U A L STRATEGY G U I D E
“Everything at Saturn is new the car, the plant, the workforce, the dealer network and the manufacturing process.” — The Wall Street Journal
01 02 03 04
BRAND OVERVIEW 08
Who are We?
10
Invites the "Family" to a Party
12
Our Timeline
THE NEW SATURN 14
Our New Mission
16
Keywords
18
Brand Visualization
THE PERSONAS 24
Potential Target Audience
28
Major Target Audience
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Not Our Target Audience
THE COMPE TITORS 42
Current Competitors
44
Adjacent Competitors
46
Aspirational Competitors
01
Brand Overview
10
Who are We?
13
Invites the ‘Family’ to a Party
14
Our Timeline
10
CH01 BRAND OVERVIEW
WHO ARE WE?
Who are We? Saturn was launched in 1985 as a subsidiary of General Motors to stave off Japanese imports flooding the North American car market. By emulating foreign market strategies and distancing itself from GM, Saturn quickly became a success. After winning awards and becoming profitable, Saturn was overtaken by GM’s micromanaging, removing the brand from its roots and driving it into closure in 2010.
During the 70s, GM, the quintessential American car brand, began having troubles with sales as the oil crisis gained in intensity. Their big gas-guzzling engines were no match for European and Asian imports, and as a result, the company’s image suffered. To fight this, GM launched a new brand of cars, Saturn Motors, on January 7, 1985. The name was taken from the Saturn rocket, the one that carried the astronauts to the moon in the 60s. An interesting fact is represented by the number who started out this company: 99 people from all backgrounds: design, production, marketing, etc. known from that day on as “the 99”. OK, they started out as 100, but one of them dropped early on hence the 99. Production of Saturn cars began in the early 90s, and the purpose from the get-go was to emulate foreign marketing strategies such as the Japanese ones to put up a fight on the American market. Such strategies included a better quality control which translated into the better reliability of the finished product and more control for the workers in the plant.
VISUAL STRATEGY GUIDE
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Invites the "Family" to a Party Many Saturn owners call themselves groupies, fanatics, even members of a cult. That zealousness has been skillfully cultivated by Saturn, a subsidiary of the General Motors Corporation and perhaps the nation’s most fervent practitioner of “relationship marketing.” While other auto companies and their dealers traditionally forget about their customers as soon as they drive away in new cars, Saturn has made bonding with buyers for life its main marketing aim, one that its competitors are struggling to imitate. “They treat the customer like a friend, they treat the customer intelligently,” said David A. Aaker, professor of marketing strategy at the University of California at Berkeley. “That was a real breakthrough in the auto industry which is bizarre. The homecoming may help Saturn’s cause by reminding G.M. executives of the little company’s more impressive side, its success at attracting a type of buyer new to G.M. relatively young, wealthy, educated, and extremely enthusiastic. According to Saturn’s research, 80 percent of the more than 600,000 Saturn owners intend to buy another Saturn. To explain their passion, Saturn owners cite their relationship with their dealers, which they seem to prize more than the car itself. With a no-haggle pricing policy and salaried salespeople, Saturn dealerships put less pressure on customers - though one of Saturn’s most embarrassing rituals is that salespeople insist on gathering and chanting to celebrate the sales as owners drive off in their new cars.
CH01 BRAND OVERVIEW
SATURN TIMELINE
300000
250000
Saturn Sales History
200000
150000
100000
*1990-2009 (Source: Automotive News Data Center)
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1994 / 286,003
1998 / 231,786
50000 1990 / 1,881 1982–1989: F ORMATION
1982
1990–2000: “A N E W K IN D O F CAR CO M PAN Y”
1987
1984
1984 The first Saturn prototype is completed.
1994
1990. JUL Production begins in Spring Hill and retail sales commence. The first year sales tally is 1881 units.
1998
1995. APR Innovative Saturn used car process announced
1989.NOV First Saturn engine produced by Powertrain team.
1983. NOV GM chairman Roger Smith announces plans to create a subcompact import fighter. 1982. JUL GM establishes a small car study named after the rocket that carried Americans to the moon.
1987. DEC Saturn’s logo is created.
1994. NOV Saturn reports its first profitable year. Slow sales force a major production cut.
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VISUAL STRATEGY GUIDE
Saturn Timeline
232,570 / 1998 240,091 / 2007 2005 / 213,657
188,004 / 2008
2000–2008: MOD EL EX PANS ION
2020–N E W E XPLO RAT IO N
2005
2009
2009 Saturn’s potential savior, collapse when Renault–Nissan decides against supplying cars and trucks to 357 Saturn dealers after the GM pipeline is closed.
2000. NOV Powertrain Groundbreaking
1999. JUL The second Home Coming is held at Spring Hill
2020
2007 Spring Hill ceases Saturn production when the Ion is replaced by the imported Astra 2006 The Sky roadster joins the Saturn lineup
1998 The Saturn showroom count rises from 350 to 500 locations
2005 The Saturn L-series is cancelled
2020 The future Saturn will create a collaborative process for more people to engage with industry. understand and experience thees more easily.
02
The New Saturn 18
Our New Mission
20
Keywords
22
Past Look
24
Future Look
18
CH02 THE NEW SATURN
OUR MISSION
Our Mission Our mission is to create a collaborative process for more people engagement with industrial innovation, to move between solutions and across a range of disciplines. For community purposes, we engage the public in a more open and connected bidirectional dialogue about science and technology, to help communities understand and experience more effortlessly. To spread the power of science and technology to everyone, and we value the idea of openness and inclusion for everyone. For scholastic purposes, we make the scientific world more open and connected, to completely change the students’ experience of learning and promote the progress of science and technology.
VISUAL STRATEGY GUIDE
The Mission Statement
Our mission is to create a collaborative process for more people engagement with industrial innovation.
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CH02 THE NEW SATURN
THE KEY WORDS
The Key Words Inclusive For old Saturn, the connection is the most important and successful part. For new Saturn, connection means to connect people together.
Collaborative For old Saturn, collaborate means Saturn invite the customer to join car clubs and support access to information about members via a searchable online service. For new Saturn, collaborate means to build the global community that we value the idea of openness and inclusion for everyone.
Enjoyment When GM decided to create Saturn, the intent was to create a new customer experience. Saturn highlighted the sales experience as being different, fair and fun. For new Saturn, enjoyment means to help communities experience high technology more easily.
VISUAL STRATEGY GUIDE
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CH02 THE NEW SATURN
PAST LOOK
Past Look
Industrial Style The Saturn before the fundamental concept of the brand visualization is to promote rigorous manufacturing industry.
SATURN
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CH02 THE NEW SATURN
FUTURE LOOK
Future Look
Friendly and Scientific The future Saturn will create a collaborative process for more people engagement with industrial innovation. Therefore, the concept of the future Saturn’s visualization is to express the scientific concept and people collaboration.
SATURN
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03
The Personas 28
Potential Target Audience
32
Major Target Audience
40
Not Our Target Audience
Our target audience focuses on people who believe in innovation and change. They want to communicate with people, and share their thoughts.
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CH03 THE PERSONAS
POTENTIAL TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Potential Target Audience
The Creative Traveler
Helen Emerson 30 Year Old Advertising Designer Helen likes to travel around the world and explore the world because she loves life. She has a special way to find design inspiration, she likes to go outdoors, which can help her focus on one thing. Helen accepts many different kinds of projects to examine herself. She often needs to communicate with her customers. She likes adventure, rock climbing, addicted to challenge herself. Helen is a single because it suits her character. She needs to keep up to date with the latest design inspiration, so she often rolls through the latest news.
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CH03 THE PERSONAS
POTENTIAL TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Potential Target Audience
The Entrepreneur and Caring Educator
Xu Zhang 36 Year Old Startup Co-Founder Xu runs an e-commerce business because she likes to try new things Her work is busy and stressful She spends a lot of time making new friends, and she wants to listen to friends to share the latest technology trends Xu often uses social media, and she cares about social problems Xu is interested in corporate social responsibility, and she wants to change the world Her child is now in elementary school; she wants her girl to be more creative She has registered her child in a STEM camp.
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CH03 THE PERSONAS
MAJOR TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Major Target Audience
The Passionate Researcher
Edwin Williams 52 Year Old Industrial Design Professor Edwin likes to share his research. He enjoys his work and loves his family; he wants his kids to accept more new knowledge. Edwin loves his field of study, hoping to grasp the latest information in the field. He likes to communicate the latest technology with the students. He has a high income, and he wants to try out the newest innovation in cars. Edwin was hired as a consultant by a high-tech company. He often goes to different cities to participate in science and technology conference.
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CH03 THE PERSONAS
MAJOR TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Major Target Audience
The Persuasive Communicator
Calvin Thompson 27 Year Old Technology Channel Youtuber Calvin likes to shoot videos and share his thoughts on the latest technology. He loves photography and likes to shoot people. He reads the latest tech news every morning and keeps track of the good ideas to be the material for his videos. Calvin enjoys communicating with people on the Internet about their own ideas. He think that he cannot leave the Internet. Calvin is a member of the Science and Technology Association. He often goes to the latest product launches and shares his thoughts on the web.
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CH03 THE PERSONAS
MAJOR TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Major Target Audience
The Curious Little Scientist
Terry Smith 8 Year Old Science Loving Student Terry is a science-loving elementary school student because he think science is interesting. He is a member of the school science and technology club because he loves science knowledge. Terry is full of curiosity about the world; he often asks his parents “why?”. He is a familiar visitor to the community library and participates in the community’s scientific activities. His dream is to be a scientist. Terry likes his dad to drive him out to play. He loves to collect car models because his father also likes industrial design.
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CH03 THE PERSONAS
MAJOR TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Major Target Audience
The Science Geek
Gaurav Kumar 33 Year Old Hightech Company Engineer Gaurav is working in Silicon Valley. He is a hardware engineer for a listed company. Gaurav likes his quality of life, and he enjoys being single. He often travels around the world. Gaurav loves the latest technology. He goes to the gym everyday because maintaining his health is important for him. Gaurav cares about social problems and has been thinking about the future of humanity. He likes to discuss the latest technological ideas with his colleagues during work breaks.
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CH03 THE PERSONAS
NOT OUR TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Not Our Target Audience
The Stubborn Craftsman
Frank Cruise 66 Year Old Classic Car Collector Frank likes traditional painting because he feel traditional painting radiates a hint of nostalgia. He usually stays at home. He likes to collect and repair classic cars. He enjoys the feeling of driving out for a ride after fixing a car. Frank thinks he has a good understanding of cars; he likes auto accessories. He still has the habit of reading the newspaper everyday. Frank enjoys watching TV to relax, but only watches fixed channel. Compared with the latest technology, he prefers nostalgic things.
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CH03 THE PERSONAS
NOT OUR TARGET AUDIENCE
VISUAL STRATEGY GUIDE
Not Our Target Audience
A BUSY HOMEMAKER
Emily Handerson 27 Year Old Two Children's Mom Emily loves cooking and reading because she love her family. She does not love to try new things because she started working very early, no money to read college. Emily needs to spend a lot of time taking care of her two children. She talks to her children every night on bed to share their feelings to build good relationship. Emily likes traditional handwork and regularly participates in manual courses.
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The Competitors 46
Current Competitors
48
Adjacent Competitors
50
Future Competitors
46
CH04 THE COMPETITORS
CURRENT COMPETITORS
Current Competitors The automotive industry is driving innovation and global technological advancement and as a result, today’s automobile represents the most sophisticated technology owned by most consumers. From the early stages of planning, automakers design new vehicles with a range of diverse technologies that meet customer needs for comfort, convenience, and safety while improving performance and energy efficiency. Saturn current competitors are the multinational automotive manufacturer. Most of them are focus midrange market and young customers.
VISUAL STRATEGY GUIDE
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Infiniti is the luxury vehicle division of Japanese
Toyota is the world’s market leader in sales of
Honda is a Japanese public multinational
automaker Nissan. Compare with Saturn, they more
hybrid electric vehicles, and one of the largest
conglomerate corporation primarily known as a
focus on challenge the limits of possibility.
companies to encourage the mass-market adoption
manufacturer of automobiles, aircraft, motorcycles,
of hybrid vehicles across the globe.
and power equipment.
Hyundai focus to create exceptional automotive value for our customers by harmoniously blending safety, quality and efficiency.
Chevrolet is an American automobile division of the American manufacturer General Motors. Saturn and Chevrolet both of GM.
Nissan is a Japanese multinational automobile manufacturer, they corporate vision of “enriching people’s lives,” Compare with Saturn, Nissan is made up of a richly diverse group of people.
Volkswagen is a German automaker, they focus to build long term strategic partnerships with our customers. Compare with Saturn, Volkswagen more focus on customer business needs.
Lexus is the luxury vehicle division of Japanese car maker Toyota. Compare with Saturn, Lexus retain customers with the highest value products and services and the most satisfying ownership experience in America.
Fiat is the largest automobile manufacturer in Italy. Compare with Saturn, FIAT stands for discovery through intense individualism.
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CH04 THE COMPETITORS
ADJACENT COMPETITORS
Adjacent Competitors Saturn builds the connection between customers, employees, and company, and Saturn’s customer care their family and home improvement, so if these same audiences had more money to spend on family and home improvement, they might upgrade their air conditioning or improve living quality.
VISUAL STRATEGY GUIDE
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General Electric (GE) is an American multinational
Siemens is a German conglomerate company. The
conglomerate corporation. The audiences
principal divisions of the company are Industry,
Hitachi is a Japanese multinational conglomerate company. Hitachi operates Information &
can upgrade their air conditioning or improve
Energy, Healthcare, and Infrastructure & Cities,
Telecommunication Systems Automotive Systems,
living quality.
which represent the main activities of the company.
Digital Media & Consumer Products.
Electrolux is a leading global, appliance
Cisco Systems is an American multinational
Sharp Corporation is a Japanese multinational
manufacturer, commanding strong positions
technology conglomerate, they hope to shape the
corporation that designs and manufactures
worldwide, and is the only player that offers
future of the Internet by creating unprecedented
electronic products.
complete solutions for both consumers and
value and opportunity.
professional users.
Intel Corporation is an American multinational
Honeywell is an American multinational
The Boeing Company is an American multinational
corporation and technology company. Intel
conglomerate company that produces a variety of
corporation that designs, manufactures, and
want bring smart, connected devices to every
commercial and consumer products, engineering
sells airplanes, rotorcraft, rockets, and
person on earth.
services and aerospace systems
satellites worldwide.
for a wide variety of customers
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CH04 THE COMPETITORS
ASPIRATIONAL COMPETITORS
Aspirational Competitors In the future, Saturn will focus more on to create a collaborative process for more people engagement with industrial innovation. The future competitors are more concerned with similar communities, or they care about technology innovation and communication.
VISUAL STRATEGY GUIDE
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Microsoft Corporation is a multinational
The National Science Teachers Association (NSTA)
TED is a media organization which posts talks
technology company. As a company give their
is an association of science teachers in the United
online for free distribution, under the slogan “ideas
technology and resources to make a lasting
States. NSTA’s mission is to promote excellence and
worth spreading”. As a non-profile organization
positive impact. Microsoft will be a competitor
innovation in science teaching and learning for all.
devoted to spreading ideas, TED will be a
to the new Saturn.
competitor to the new Saturn.
Amazon is an American electronic commerce
The MIT Media Lab is an interdisciplinary research
The California Institute of Technology is a private
laboratory at the Massachusetts Institute of
doctorate-granting university. At this scientific and
and cloud computing company. they provide
Technology devoted to projects at the convergence
technological school, people can expand their
quality products and services using the best
of technology, multimedia, sciences, art and design.
knowledge of technology.
technology available.
Rocket Lab is a US aerospace corporation with a
Dyson Ltd. is a British technology company.
The Exploratorium is a public learning laboratory
New Zealand subsidiary.Rocket Lab’s mission is
Dyson share their research, design and
in San Francisco exploring the world through
to develop lightweight, cost-effective commercial
development information using exhibitions
science, art, and human perception. Its mission is
rocket launch services. As a technology company,
and customer interaction.
to create inquiry-based experiences that transform
they share their information rapid and accurate.
learning worldwide. As a public learning laboratory, Exploratorium will be a competitor to the new Saturn.
The Next Phase This is just the beginning of our new exploring. In the next phase, we'll unravel the discovery, process and the finalized design of our new vision for Saturn.
Sources Typeface PT Sans Family Roboto Bold Italic Saturn History Research thenewswheel.com/behind-badge-saturns-logo-what-seems/ listcarbrands.com/saturn-logo/ en.wikipedia.org/wiki/Saturn_Corporation Photography Sebastien Gabriel Michael Carnevale Charles Deluvio Samuel Zeller Scott Webb Alexander Dummer unsplash.com pexels.com
Competitors Research en.wikipedia.org/wiki/Manufacturingupenn.edu forbes.com/autos/#1a05bfdc7885 autonews.com
Colophon This book is a non-commercial project for education purposes and is not intended to represent the Saturn Brand. All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, recording, photocopying or otherwise, without prior permission of Cindy Zheng.
Copyright Š 2017 Cindy Zheng
Design/ Cindy Zheng Course/ Nature of Identity Instructor/ Hunter Wimmer Academy of Art University