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

Source: CNNMoney.com

Date: 6/05/2009

Keys: Finance, mergers and acquisitions, marketing

Link: http://money.cnn.com

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?