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SATURN ENTERS SECOND YEAR IN FLORIDA MARKET

 SATURN ENTERS SECOND YEAR IN FLORIDA MARKET
 MIAMI BEACH, Fla., Nov. 15 /PRNewswire/ -- Saturn moves into its


second year at the South Florida Auto Show recognized as a car company with world-class retail facilities which have delivered more than 60,000 cars in its first year in the marketplace, capturing 1.2 percent of the U.S. market share.
 Today, Saturn has 126 retail facilities operating in 76 cities and 39 states, including 12 facilities in the State of Florida. It is expected to have approximately 140 retail facilities open by the end of the year.
 Seven out of ten Saturn buyers represent "plus" business to General Motors, and more than half of Saturn owners say they would have purchased a foreign-nameplate vehicle had Saturn not been available.
 "We're reaching the market we targeted," says Donald W. Hudler, Saturn's vice president of Sales, Service and Marketing. "Our buyer demographics are right on target with our key competitors." Research shows the average age of a Saturn buyer is 40, with a median household income of $50,000, compared with a profile of 37.7 years of age and $49,000 household income for buyers of Asian vehicles.
 "Saturn's commitment to providing customers with an unparalleled level of quality and customer satisfaction is paying off with positive endorsements from Saturn owners," says Gerald R. Lewis, UAW coordinator for Saturn's Sales, Service and Marketing team. During 1991, nearly 97 percent of Saturn owners said they would enthusiastically recommend the purchase of a Saturn car and their retailer to friends, relatives and associates.
 Saturn's own owner surveys are supported by findings from key industry observers, such as J.D. Power and Associates whose 1991 Initial Quality Study shows Saturn owners rated their retailers and overall ownership experience "best" among 24 import and domestic small cars. In Power's Sales Satisfaction Index, Saturn clearly outperformed all of its competitors in the small-car segment.
 "Direct feedback from our customers and industry observers demonstrates that Saturn and its retailers are surpassing the customer's expectations," Hudler says. "We are proud of our accomplishments this year. But we're not going to slow down. At Saturn we believe in continuous improvement, and we will continue to work to exceed our current level of customer satisfaction."
 Exceeding customer expectations has resulted in success for Saturn retailers. They continue to lead the industry on a sales-per-outlet basis. For example, in the third quarter 1991, Saturn sold 66 cars per outlet; Toyota dealers sold 63 while Honda dealers sold 55.
 A convenient and comfortable passenger compartment, precise handling, and an optimum balance of performance and fuel economy remain key characteristics of all Saturn cars. Customers will find their driving experience has been enhanced with a series of technical refinements and improved fuel economy. An improved powertrain-mounting system on all 1992 models reduces noise and engine vibration for quieter performance during acceleration and at cruising speeds. Fuel economy on the popular base sedans (SL/SL1) equipped with manual transmissions increased one mile per gallon in both city and highway driving (EPA estimates: 28 mpg city; 38 mpg highway).
 To meet growing market demands, 1992 Model Saturns models also offer new colors and an expanded array of expressive trim and styling options.
 -0- 11/15/91
 /CONTACT: Mark A. Tanner, 313-528-6124, or Necole J. Merritt, 313-528-5981, both of Saturn/
 (GM) CO: Saturn Corporation; General Motors Corporation ST: Florida IN: AUT SU: ML -- DE007 -- 1397 11/15/91 09:27 EST
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Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Nov 15, 1991
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