Blog: Dave LeggettBeam me up GM

Dave Leggett | 30 January 2004

Beam me up GM? It's a play on the familiar Star Trek refrain, 'Beam me up, Jim' - which is also a Jim Beam bourbon advertising tagline. Hey, come to think of it, wasn't it normally 'Beam me up, Scotty', as the captain surely didn't operate the teleporter machines in the transporter room...

Anyway, a wag who used to work for just-auto came up with 'Beam me up GM' as a caption for an article we had about Saturn once. But it looks like troubled Saturn really is being beamed up, slowly but surely, to the GM mothership now as GM looks to cut costs. The idea behind Saturn doesn't seem too bad, but the brand seems to have lost its way a bit. Maybe it hasn't had the right products or the execution has been wrong somehow? Perhaps the problem has simply been catching the Japanese - the competition hasn't exactly been standing still.

Jill Lajdziak has ambitious plans to expand Saturn's product portfolio and output, but what happens to brand perceptions if the company is seen as 'just another GM brand'? The visionary language that launched the company could start to sound a bit hollow. Pity. 

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