The New York Times > Business > Fitting in the Odd Piece

GM should think about moving the Sturn back to its roots. If and when they come out with a hybrid or hydrogen vehicle it should come out from its Saturn plate. That's where it can compete with the Scions and the Hondas of the world. GM has marketed the brand as quirky and innovative, but is turning the brand into a shell for people that want to buy American camrys and civics. By going to the alternative fuels, it would drive business to the dealers. The other trend in cars with the micro should also be channelled through Saturn.

The biggest problem that Saturn has right now is that no one at GM believes in the brand and is letting it slowly die off. If they don't do anything, they should kill it sooner rather than later or make it the "innovation" brand. This is a similar problem that VW has. The idea of the diesel is great, but it won't fly here (see Phaeton).