Chevy to Borrow From Saturn’s Customer-Friendly Reputation

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North American Int’l Auto Show

DETROIT – Chevrolet is wasting no time in attempting to keep owners of Pontiac and Saturn cars in the General Motors Co. family now that both brands are being phased out.

Jim Campbell, recently appointed general manager, tells Ward’s during a brief interview at the North American International Auto Show here the bow-tie brand is tracking Pontiac and Saturn owners, because “we think there are a lot of opportunities.”

“One key is working with Chevrolet dealers and the ‘free agents’ (dealers of the dying brands),” he says, noting the marquee plans to borrow from Saturn’s customer-friendly reputation.

“Customer service comes first,” says Campbell.

Chevrolet is promoting several models aimed at what it calls “the modern family,” including the Malibu sedan and Equinox and Traverse cross/utility vehicles. Campbell notes the Equinox has become an especially popular choice among women buyers.

“We’ve got only a 12-day supply of Equinoxes,” he says.

While GM no longer offers minivans, Campbell doesn’t entirely rule out the possibility of the auto maker reentering the segment. “We’ve got to look at all options.”