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Penske Automotive Group, owned by racecar legend Roger Penske, will buy GM’s castoff brand.


Date: 6/05/2009

Keys: Finance, mergers and acquisitions, marketing


Questions for discussion:

  • Will the absence of any association between Saturn and GM be a positive or negative influence on Saturn? On GM? Explain your answer.
  • Do you think Penske will be able to grow sales of Saturn after the brand is no longer associated with GM?
  • How would you recommend Saturn differentiate its brand in the very crowded automobile market?
  • Would you appeal to different buyers?
  • Would you create any new models?

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