NameQuest Case Study

 Brand Renewal

Business Issue

The Saturn brand was one of the most successful launches of an American made car in decades. A Saturn was perceived as a car that could compete with the Asian imports. After nearly a decade without a new model, Saturn was moving into a new category; the SUV. From inception the brand architecture was an alphanumeric branding hierarchy. How could a Saturn SUV brand best fit?


Brand Response

NameQuest provided the management at Saturn with the consumer insight regarding the best fit for the new SUV brand name within a new branding architecture. The Saturn VUE^®  has been highly successful in renewing the Saturn brand within the General Motors portfolio. The Saturn VUE^® sales for the first six months of this year set a sales record gaining 16 percent compared to the same period last year.