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The focus for the Saturn car company is not on making a profit at the expense of the customer, but on emulating Japanese business tactics to create a customer-friendly environment and loyalty that will hopefully last a lifetime. These mid-priced vehicles were first manufactured in 1990 in response to the success of Japanese small cars in the United States.
The corporate structure of Saturn, which is a wholly owned subsidiary of General Motors Company, was designed like the Japanese system as well, with workers gaining more control of the plants in which they work. Saturn dealers are referred to as retailers, and are encouraged to sell the cars at sticker price, initiating a no-haggle environment that allows customers to browse stress-free. This company plans its success around the idea that customers will respond loyally to excellent treatment, and it is succeeding so far.
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