There was a time when Saturn was one of the most interesting names in the American auto industry. General Motors launched the brand in 1990 with an unusual mission: build smaller, affordable cars that could take on increasingly popular Japanese imports.
Saturn wasn't supposed to feel like a typical GM division, either. It had its own factory, its own dealer experience, and a famously simple promise: no-haggle pricing. For a while, the experiment worked. Saturn developed a loyal following, sold hundreds of thousands of vehicles annually, and built an identity that was surprisingly different from the rest of GM.
