SATURN AUTOMOBILES by Arnoldo C. Hax and Dean L. Wilde II

“Saturn’s most powerful advertising channel became the ‘word of mouth’ of pleased customers, proving that a customer focus could be at least as strong a way to achieve competitive advantage as product focus.

In essence, Saturn’s competitive position was not entered on the product, but on providing the customer with a bundle of experiences and services unsurpassed by any of its direct competitors.

They lowered the customer’s cost of buying and owning a car through actions independent of the product itself.”

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SATURN AUTOMOBILES by Arnoldo C. Hax and Dean L. Wilde II

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