What

1
Whats a Saturn?
2
Vehicles sold per dealer, 1994.
Saturn . . . . . . . 960 Toyota . . . . . . . .
841 Ford . . . . . . . . . . 746 Honda . . . . .
. . . 677 Nissan . . . . . . . . 661 Chevrolet .
. . . . 553
3
Saturn went upmarket.
4
Vehicles sold per dealer, 2004.

• Toyota . . . 1,464 Acura . . . . . 755
• Lexus . . . 1,384 Ford . . . . . . 728
• Honda . . . 1,185 Mercedes . . 676
• Nissan . . . 800 Chevrolet . 664
• Infiniti . . . . 768 Hyundai . . . 649
• BMW . . . . . 765 Saturn . . . . 483

5
Who buys the same brand?

• When youre young and single,you buy a Saturn or
  a Kia.
• When you get promoted,you buy a BMW or a Lexus.
• When you get married and have kids,you buy a
  Volvo.
• When you get divorced,and you buy a Ferrari.

6
The ladder of life.
Rolex

• Seiko

Swatch
7
Case histories.

• Seven-Up.
• Boston Chicken.