GM Saturn ASTRA - Manual (Page 3)

2008 Saturn ASTRA
Stategic Role, Market and the ASTRA Customer
1 2008 ASTRA Product Guide
Strategic Role
Though recent product introductions prove that
Saturn offers much more than small cars, this is the
segment where we started. Small cars are a key element
of Saturn’s heritage and something customers expect of
the brand. But ASTRA is unlike any small car ever offered
by Saturn and builds on the best the world has to offer.
Saturn ASTRA was designed and engineered in Brazil,
Europe and the U.S., and it is built in Antwerp, Belgium.
• Bold styling and refinement with our first hatchback
available in both 3-Door and 5-Door configurations
• European driving dynamics perfected on the twisting
roads of Germany and tested across the U.S. make
ASTRA incredibly fun to drive
• Well equipped with numerous unexpected items and
technologically advanced safety features
Market Introduction
Hatchbacks represent a growing segment of the small
car market, increasing 5–14% in sales per year for the
last five years and now account for more than 400,000
units. That growth has been in both 3-Door and 5-Door
body styles, with the latter making up about 65% of
the sales, which is consistent with the expected ASTRA
model mix.
There are 12 different nameplates offering hatchback
cars. ASTRA’s primary competitors are the VW Rabbit,
available in both 3-Door and 5-Door versions, and the
Mazda3 5-Door. Honda Civic is also considered a key
competitor from a content, pricing and volume
perspective; but it is only offered as a coupe or
sedan (there is no hatchback version).
The ASTRA Customer
Hatchback customers are somewhat different than your
typical small car buyers, including those attracted to
Saturn ION. They are generally younger, more likely to
be male, significantly more educated and have a much
higher median income. Though they are not as price
sensitive and can afford a larger vehicle, hatchback
buyers prefer a right sized, uniquely styled and
functional vehicle that meets their needs. Many have
never considered Saturn before because we have
never offered a hatchback. This is your opportunity
to introduce the Saturn experience to a new generation
of buyers.
HATCHBACK CUSTOMER
DEMOGRAPHICS
Average Age 40 yrs.
Male 55%
College Graduate 52%
Median Income $73K
HATCHBACK CUSTOMER
PSYCHOGRAPHICS
• Still want traditional small
car attributes like fuel
economy, value, safety,
dependability and reliability
• Stronger focus on the
practicality and versatility
inherent in the hatchback
design with a desire for
more interior comfort,
room and technological
innovations
• Strong penchant for
sporty styling and superb
driving dynamics
• Want a vehicle that
expresses their youthful
attitude, sets them apart
from the crowd and
provides the functionality to
match their active lifestyle
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