What next? McDonald's handing out Whoppers? KFC featuring Brown's Chicken samples?

You never know, now that Saturn is launching a new marketing program to play up the fact that its midsize Aura sedan won North American Car of the Year honors, not the Toyota Camry or Honda Accord.

It also will attempt to counter perceptions that Camry and Accord are better than anything the domestics have to offer.

It will do so by making Camry and Accord available for consumer test-drives alongside Aura at Saturn dealerships.

The program to be announced Thursday is called the side-by-side-by-side test drive and will run through July 31 -- if it's not extended.

"Those with preconceived notions about domestic cars who wouldn't even stop by a dealer to shop are the people with a mindset we're going after," said Chuck Thomson, executive director for Saturn marketing. "Rather than default to Camry or Accord we're saying we have a shot if you stop in and drive all three.

"When we get people in the seats, we're very successful, even among people who'd never think about shopping a Saturn," said Thomson, who noted that when consumers visit a showroom and test drive a car, a sale is made nearly 40% of the time.

Of course, by making the competition available to drive, Saturn runs the risk of shoppers favoring the competition.

"It's a risk we're willing to take. We don't think it will happen," Thomson said. Sixty percent of Saturn purchasers previously had non-General Motors vehicles.

Chevrolet has been weighing a similar program in which they would make available a Camry for Malibu intenders at their stores, but Chevy said its program is not a done deal.

Saturn, you may remember, began an at-home test-drive program in March.

Shoppers can request a vehicle be brought to their home, workplace or other location by their local Saturn store for a test drive.

General Motors Corp., buoyed by its remade Saturn brand, tied Toyota Motor Corp. in the Strategic Vision annual quality survey, with the world's two largest automakers trailing Volkswagen AG, Nissan Motor Corp. and Honda Motor Co. in the overall rating of U.S. lineups.

GM tied for fourth in the quality survey, to be released today by Strategic Vision Inc., a California-based research firm. The automaker finished in fifth last year.

Saturn ranked fifth out of 21 non-luxury brands, three spots higher than the year before, behind the Volkswagen, Nissan, GMC and Honda brands.

The Saturn Aura, an all-new sedan introduced last year, had the highest score in the competitive medium car segment, beating out the Toyota Camry, Honda Accord and Nissan Altima.

For years, Saturn has been known primarily for its low-pressure, no-haggle dealerships, but GM has begun to inject the lineup with better styling and interiors, which have paid off in the survey, said Alexander Edwards, president of Strategic Vision.

"They took a huge change in the direction," Edwards said. "Instead of just relying on the dealership experience, which they've done for some time, Saturn says 'We're going to come out with products that are going to blow everybody away.' "

The Strategic Vision report comes a few days before J.D. Power and Associates is scheduled to release its Initial Quality Study, a widely used measure that tracks the number of problems per vehicle.

Strategic Vision, which surveys about 27,000 U.S. car buyers, takes a different approach, gauging both tangible defects and emotional factors, such as the overall perception of the vehicle and whether a buyer would become an advocate for the brand.

The survey echoes GM's internal research on Saturn, said Kyle Johnson, director of Saturn communications.

Saturn started rolling out a new lineup last spring aimed at raising the status of the brand. The Aura and Sky, a two-seat convertible, were the first to be introduced. The all-new Outlook, a large crossover, followed late in the year.

The interiors have been refined, the handling improved and the body panels, which were dent-resistant plastic in the past, are now steel, allowing for better fits, Johnson said.

In the past, consumers listed value, price and fuel economy as the top three reasons for buying a Saturn, GM research showed. Now, exterior styling, sportiness and interior style are making the list.

"We're competing at a different level," Johnson said.

With the gap narrowing in objective quality -- the number of mechanical defects per vehicle -- subjective quality cues, such as the look and feel of the interior, are becoming more important, said Edwards of Strategic Vision.

The Hyundai Automotive Group, which includes the Hyundai and Kia brands, may be the best example overall of how to quickly raise the status of a brand.

The South Korean automaker has made a strong push in the past five years with new and redesigned vehicles for the United States. Five Hyundai and Kia vehicles won or tied for first in four of the 19 Strategic Vision segments, the most of any automaker.

Toyota, meanwhile, had just one segment winner, the Lexus RX 350 in the near-luxury SUV category.

While Toyota's objective quality measures remain high, the company is not improving as quickly as other automakers in the more subjective measures, Edwards said. Strategic Vision saw a similar drop-off in the domestic automakers 10 years ago, he said.

"This doesn't mean Toyota is in trouble," Edwards said. "It just means that if Toyota ignores these perceived quality cues and decides you're going to buy a Camry because it's a Camry, they will find that they will lose market share in that segment."

In fits and starts, Saturn's revamped lineup of cars and crossovers is beginning to pay off for the long-neglected General Motors division. During an inside look at the second-generation Vue crossover, Saturn General Manager Jill Lajdziak noted that sales surged 20.5 percent during the first quarter of 2007, a solid performance among domestic manufacturers simply struggling to reverse long-running declines. "And we're poised to have a good second quarter," as well, said Saturn's boss.



Better yet, noted Lajdziak, Saturn is "conquesting" customers who'd normally not consider GM products, a core goal for the division. And those new buyers are, on average, more affluent than existing Saturn shoppers. The average household income (HHI) for those purchasing the Sky roadster is over $100,000, compared to an average $63,000 for all Saturn customers. The HHI stood at $79,000 for the new Aura.



Lajdziak acknowledged that the well-received Aura sedan has been struggling a bit more than expected, despite strong reviews. Aura sales "flat-lined" in the final months of 2006 and actually dipped in January, the executive noted, but volumes are trending up since Saturn launched a major new ad campaign - backed by its entire ad budget - focusing on Aura's pick as North American Car of the Year.



The Aura is just one in a wave of new models that will completely revamp the Saturn lineup. Once the Astra arrives, later this year, to replace the aging and largely unloved Ion small car, the Sky will be the oldest product in the Saturn catalogue, and it's not even two years old. But the division will be particularly dependent on the market performance of its '08 Vue, which will complete in the compact crossover segment, the market's fastest-growing niche.



Saturn will launch the Vue with a trio of powertrain packages, ranging from a small, fuel economy-minded four to a 3.6-liter V-6 capable of towing a 3500-pound trailer. Shortly afterwards, a performance-oriented Vue Red Line will join the mix - along with the Green Line, which, like the current model, will offer a relatively low-cost hybrid engine package.



Indeed, the Vue is becoming Saturn's technology showcase. The Green Line is a relatively simple "mild" hybrid system; though it cannot run on battery power alone, it is generally delivering about a 20-percent mileage boost, noted vehicle line director Bob Reuter. The GM division expects to get a 40-percent fuel economy bump when it launches a second Vue hybrid for the 2009 model year. That version will feature the automaker's all-new "two-mode" hybrid, the result of a joint venture with DaimlerChrysler and BMW AG.



Eventually - insiders suggest sometime after 2010 - Saturn also plans to launch a Vue plug-in hybrid, which would be able to charge up a set of oversized batteries by plugging the car into an electric outlet. That would allow the vehicle to go for extended distances on battery alone, perhaps enough to handle many buyers' daily commutes.

CHICAGO – Saturn announced the addition of the all-new 2008 Astra to its lineup, bringing a decidedly European flavor to the North American compact car market. It is packed with a wide range of standard equipment and safety features, and delivers sporty performance with very good fuel economy.



The Saturn Astra will be offered in three-door and five-door models, each underpinned by a taught, European-bred suspension that delivers a sharp, responsive driving experience. Power comes from a 1.8L Ecotec four-cylinder engine that is both energetic and economical, delivering 140 horsepower (104 kW) and good fuel economy.



"In Europe, the Astra's combination of style, performance, safety technology and fuel efficiency have made it a hit with owners and auto critics alike," said Jill Lajdziak, Saturn general manager. "Now, Saturn is bringing the newly restyled Astra to North America and marrying it with our celebrated customer experience."



The Astra will go on sale in the fourth quarter of this year. It is the fifth product in a complete revamp of Saturn's product lineup. In fact, when the Astra hits showrooms, the "oldest" vehicle in Saturn's portfolio will be the Sky roadster, which debuted in March 2006. Other new models include the all-new Aura sedan, the redesigned Vue compact crossover – including the Vue Green Line hybrid – and the Outlook crossover.



"It's not a stretch to say Saturn is all-new," said Lajdziak. "The Astra rounds out our portfolio with a smart-driving, well-equipped small car that shares the European designs evident in all our new vehicles."



Product highlights



Saturn offers two trim levels (XE and XR) for five-door models, and a single trim (XR) in the three-door configuration, which was created with more enthusiastic drivers in mind.



The standard powertrain combination in all models is the 1.8L Ecotec DOHC four-cylinder engine, which is paired with a five-speed manual transmission. The Ecotec engine is enhanced with variable valve timing to optimize power output and fuel efficiency. A four-speed automatic transmission is optional on all models.



The Astra offers technologies to provide an agile, yet comfortable, driving experience. StabiliTrak electronic stability control system with traction control is standard on all three-door Astras, and available on five-door models. This system works in concert with the standard four-wheel, antilock disc brakes to help the driver maintain control during adverse road conditions or during sudden emergency driving situations.



An electro-hydraulic, rack-and-pinion steering system is standard on all models. It provides the solid, linear feel of a hydraulic power steering system, but improves fuel efficiency by operating the power steering pump only when necessary. The system has two available configurations: the standard 15:1 ratio on five-door models and a 14:1 Sport ratio (standard on the three-door; optional on five-doors).



Five-door Astras come with standard 16-inch wheels, but can be upgraded to 17-inch aluminum wheels. Three-door models come standard with 17-inch aluminum wheels, which can be upgraded to 18-inch aluminum wheels and performance tires.



Design details



The Astra has a clean, contemporary design that is infused with Saturn's signature styling cues, including a bold, bright grille bar with prominent Saturn logo. Both the three-door and five-door models are distinguished from their European relatives with unique front and rear fascias that conform to North American bumper standards.



Rear-end styling also features a bright trim bar, with large, wraparound taillamps and clear lenses. The center high-mounted stop lamp uses LED technology for fast and crisp illumination.



Proportions on both body styles suggest an enthusiastic driving experience, with the wheels pushed to the corners and subtle fender flares wrapped tightly around the tires for a tailored stance.



Interior design and features



Bold design, refinement and precise execution are the hallmarks of the Saturn Astra's interior, which envelops passengers in a contemporary environment that maximizes space and comfort. Details include a continuation of the exterior's center hood crease on to the center of the instrument panel, as well as a V-shaped center stack motif that also complements the design language of the exterior.



All models convey the Astra's sporting character through firm, well-supported seats and a thick, three-spoke steering wheel with rake and telescopic adjustments. Ahead of the steering wheel is a rounded cockpit binnacle that houses a large, three-dimensional gauge cluster – including large speedometer and tachometer dials. The sporty Astra three-door receives specific seats with more aggressive bolsters and lumbar support.



Additional interior highlights include:



* Illuminated glove box with damped door actuation

* A large, two-panel sunroof: the largest in its class (available on five-door only)

* Available heated seats in cloth or leather surfaces

* Auxiliary 12-volt power outlet

* Easy-to-remove rear cargo cover

* Power door locks (with central locking feature) and power windows with express down feature

* Standard six-speaker AM/FM/CD radio and available seven-speaker sound system; multi-disc and MP3-capable radios available

* Steering-wheel mounted audio controls (on XR models)

* Astra's bold proportions, including a long, 103-inch (2,614 mm) wheelbase and 80-inch (2,033 mm) width, provide exceptional roominess and generous storage capacity. The 60/40-split folding rear seat also folds flat with the touch of a single, high-mounted lever. When the rear seat is folded, the five-door Astra offers 44.8 cubic feet (1,270 L) of storage space.





Occupant protection features



The 2008 Saturn Astra features a comprehensive list of safety systems to help protect occupants in the event of a crash. Highlights include:



* Rigid body structure with safety cage

* Six standard air bags, including dual-stage frontal air bags; roof rail head curtain air bags and thorax/pelvic air bags (front-seat passengers)

* Active head restraints

* Collapsible pedals

* Front safety belt pretensioners and load limiters

* OnStar with one year of Safe & Sound service

* Body structure: The unitized body structure is designed with a safety cage around the passenger compartment, and features optimized front and rear crush zones that absorb energy and help maintain the structural integrity of the passenger compartment. High-strength steel is used strategically throughout the body structure.



Air bags: All Astra models feature dual-stage frontal air bags, seat-mounted thorax/pelvic air bags to help protect front occupants and head curtain air bags for front- and rear-seat occupants. Also standard is an automatic passenger sensing system for the front passenger seat; it suppresses the activation of the passenger-side frontal air bag if it detects a child or smaller-stature person in that seating position.



Active head restraints and collapsible pedals: Standard active head restraints instantly move forward if a rear-end crash is detected, reducing the risk of neck injuries. Similarly, the collapsible foot pedals move during a crash to reduce the risk of leg or ankle injuries.



Safety belt pretensioners and load limiters: When a crash is detected, the safety belt pretensioners immediately reduce the slack in the front safety belts, helping limit the movement of passengers. The load limiters permit a small amount of movement in the front safety belts, thereby reducing peak chest loads in a more severe crash.



OnStar: Astra comes with the latest-generation OnStar system, including available Turn-by-Turn Navigation. The system also includes advanced automatic crash notification (AACN). With AACN, an OnStar advisor is immediately contacted by the vehicle when a crash occurs; the advisor can determine the appropriate emergency help required and assist in sending it to the scene of the crash. Astra buyers will receive one year of Safe & Sound Service provided by Saturn.

CHICAGO – Saturn announced the addition of the all-new 2008 Astra to its lineup, bringing a decidedly European flavor to the North American compact car market. It is packed with a wide range of standard equipment and safety features, and delivers sporty performance with very good fuel economy.

The Saturn Astra will be offered in three-door and five-door models, each underpinned by a taught, European-bred suspension that delivers a sharp, responsive driving experience. Power comes from a 1.8L Ecotec four-cylinder engine that is both energetic and economical, delivering 140 horsepower (104 kW) and good fuel economy.



"In Europe, the Astra's combination of style, performance, safety technology and fuel efficiency have made it a hit with owners and auto critics alike," said Jill Lajdziak, Saturn general manager. "Now, Saturn is bringing the newly restyled Astra to North America and marrying it with our celebrated customer experience."



The Astra will go on sale in the fourth quarter of this year. It is the fifth product in a complete revamp of Saturn's product lineup. In fact, when the Astra hits showrooms, the "oldest" vehicle in Saturn's portfolio will be the Sky roadster, which debuted in March 2006. Other new models include the all-new Aura sedan, the redesigned Vue compact crossover – including the Vue Green Line hybrid – and the Outlook crossover.



"It's not a stretch to say Saturn is all-new," said Lajdziak. "The Astra rounds out our portfolio with a smart-driving, well-equipped small car that shares the European designs evident in all our new vehicles."



Product highlights



Saturn offers two trim levels (XE and XR) for five-door models, and a single trim (XR) in the three-door configuration, which was created with more enthusiastic drivers in mind.

The standard powertrain combination in all models is the 1.8L Ecotec DOHC four-cylinder engine, which is paired with a five-speed manual transmission. The Ecotec engine is enhanced with variable valve timing to optimize power output and fuel efficiency. A four-speed automatic transmission is optional on all models.

The Astra offers technologies to provide an agile, yet comfortable, driving experience. StabiliTrak electronic stability control system with traction control is standard on all three-door Astras, and available on five-door models. This system works in concert with the standard four-wheel, antilock disc brakes to help the driver maintain control during adverse road conditions or during sudden emergency driving situations.



An electro-hydraulic, rack-and-pinion steering system is standard on all models. It provides the solid, linear feel of a hydraulic power steering system, but improves fuel efficiency by operating the power steering pump only when necessary. The system has two available configurations: the standard 15:1 ratio on five-door models and a 14:1 Sport ratio (standard on the three-door; optional on five-doors).

Five-door Astras come with standard 16-inch wheels, but can be upgraded to 17-inch aluminum wheels. Three-door models come standard with 17-inch aluminum wheels, which can be upgraded to 18-inch aluminum wheels and performance tires.



Design details



The Astra has a clean, contemporary design that is infused with Saturn's signature styling cues, including a bold, bright grille bar with prominent Saturn logo. Both the three-door and five-door models are distinguished from their European relatives with unique front and rear fascias that conform to North American bumper standards.

Rear-end styling also features a bright trim bar, with large, wraparound taillamps and clear lenses. The center high-mounted stop lamp uses LED technology for fast and crisp illumination.

Proportions on both body styles suggest an enthusiastic driving experience, with the wheels pushed to the corners and subtle fender flares wrapped tightly around the tires for a tailored stance.

Interior design and features

Bold design, refinement and precise execution are the hallmarks of the Saturn Astra's interior, which envelops passengers in a contemporary environment that maximizes space and comfort. Details include a continuation of the exterior's center hood crease on to the center of the instrument panel, as well as a V-shaped center stack motif that also complements the design language of the exterior.

All models convey the Astra's sporting character through firm, well-supported seats and a thick, three-spoke steering wheel with rake and telescopic adjustments. Ahead of the steering wheel is a rounded cockpit binnacle that houses a large, three-dimensional gauge cluster – including large speedometer and tachometer dials. The sporty Astra three-door receives specific seats with more aggressive bolsters and lumbar support.



Additional interior highlights include:

• Illuminated glove box with damped door actuation

• A large, two-panel sunroof: the largest in its class (available on five-door only)

• Available heated seats in cloth or leather surfaces

• Auxiliary 12-volt power outlet

• Easy-to-remove rear cargo cover

• Power door locks (with central locking feature) and power windows with express down feature

• Standard six-speaker AM/FM/CD radio and available seven-speaker sound system; multi-disc and MP3-capable radios available

• Steering-wheel mounted audio controls (on XR models)

Astra's bold proportions, including a long, 103-inch (2,614 mm) wheelbase and 80-inch (2,033 mm) width, provide exceptional roominess and generous storage capacity. The 60/40-split folding rear seat also folds flat with the touch of a single, high-mounted lever. When the rear seat is folded, the five-door Astra offers 44.8 cubic feet (1,270 L) of storage space.

Occupant protection features

The 2008 Saturn Astra features a comprehensive list of safety systems to help protect occupants in the event of a crash. Highlights include:

• Rigid body structure with safety cage

• Six standard air bags, including dual-stage frontal air bags; roof rail head curtain air bags and thorax/pelvic air bags (front-seat passengers)

• Active head restraints

• Collapsible pedals

• Front safety belt pretensioners and load limiters

• OnStar with one year of Safe & Sound service



Body structure: The unitized body structure is designed with a safety cage around the passenger compartment, and features optimized front and rear crush zones that absorb energy and help maintain the structural integrity of the passenger compartment. High-strength steel is used strategically throughout the body structure.



Air bags: All Astra models feature dual-stage frontal air bags, seat-mounted thorax/pelvic air bags to help protect front occupants and head curtain air bags for front- and rear-seat occupants. Also standard is an automatic passenger sensing system for the front passenger seat; it suppresses the activation of the passenger-side frontal air bag if it detects a child or smaller-stature person in that seating position.

Active head restraints and collapsible pedals: Standard active head restraints instantly move forward if a rear-end crash is detected, reducing the risk of neck injuries. Similarly, the collapsible foot pedals move during a crash to reduce the risk of leg or ankle injuries.

Safety belt pretensioners and load limiters: When a crash is detected, the safety belt pretensioners immediately reduce the slack in the front safety belts, helping limit the movement of passengers. The load limiters permit a small amount of movement in the front safety belts, thereby reducing peak chest loads in a more severe crash.



OnStar: Astra comes with the latest-generation OnStar system, including available Turn-by-Turn Navigation. The system also includes advanced automatic crash notification (AACN). With AACN, an OnStar advisor is immediately contacted by the vehicle when a crash occurs; the advisor can determine the appropriate emergency help required and assist in sending it to the scene of the crash. Astra buyers will receive one year of Safe & Sound Service provided by Saturn.

CHICAGO – Saturn announced two new variants of the completely redesigned 2008 Vue crossover utility at the Chicago Auto Show: the performance-tuned Red Line and the affordable, fuel-saving Green Line hybrid.



The Red Line builds on the new Vue's bold styling with an aggressive front-end design, including a large, lower air opening and projector beam fog lamps. The rear of the vehicle features a special fascia, spoiler and chrome exhaust tips. A lowered suspension, 18-inch alloy wheels and Red Line badges complete the performance-inspired appearance.



From a performance perspective, the Red Line comes with standard tap up/tap down transmission control and sport-tuned ride and handling. It is powered by a dual overhead cam 3.6L V-6 VVT engine that delivers 250 horsepower (186 kW) at 6,500 rpm and 243 lb.-ft. (329 Nm) of torque at 4,400 rpm. The engine is mated to a six-speed automatic transmission. The Vue Red Line will be available in front-wheel drive or all-wheel drive.



Interior modifications include a Red Line-only Ebony interior, including black leather sport seats with suede fabric inserts. The vehicle also features Red Line-logo instrument cluster graphics and embroidered floor mats.



Green Line hybrid



The 2008 Vue Green Line hybrid will continue to provide consumers with an affordable hybrid that also provides uncompromised utility.



The hybrid system on the Vue Green Line combines sophisticated controls with an electric motor/generator mated to a 2.4L four-cylinder engine and a modified four-speed automatic transmission. The system saves fuel by providing an electric power assist during acceleration; shutting off the engine at idle; early fuel cut-off during deceleration and capturing electrical energy through regenerative braking. Fuel economy figures for the 2008 Vue will be announced later.



The 2008 Vue was first shown last November at the Greater Los Angeles International Auto Show, as an uplevel XR model. At the show, Saturn also announced it will offer a version of the Vue Green Line with GM's new two-mode hybrid system, in the third quarter of 2008 . This system will provide a 45-percent improvement in fuel economy compared to its non-hybrid counterpart.



Additionally, General Motors committed to producing a plug-in version of the Vue Green Line that will double the fuel economy performance of any SUV currently on the market. No date has been set for the introduction of the plug-in hybrid, but it is a top priority for the company.



The Vue XR (and base-level XE) will arrive at Saturn retailers this spring. The Vue Red Line will arrive in the third quarter of 2007 and the Vue Green Line hybrid will arrive in the fourth quarter of 2007.



All-new Vue



All 2008 Vue models feature the Saturn's new design cues and European-inspired performance characteristics. Standard equipment highlights include:



* MacPherson strut independent front suspension with stabilizer bar

* Independent multi-link rear suspension with stabilizer bar

* Double-isolated engine cradle \

* Four-wheel disc brakes with ABS

* GM StabiliTrak electronic stability control with rollover sensing system

* Traction control

* Hydraulically assisted power steering on V-6 models

* Dual-stage frontal air bags, front-seat side thorax air bags and head curtain air bags covering front and rear rows

* Front-row safety belt pretensioners

* Collapsible pedals

* Active head restraints

* OnStar with one year Safe & Sound service



The 2008 Vue Saturn joins the Sky roadster, Aura sedan and the Outlook crossover utility in the revitalized Saturn portfolio. Saturn also introduced the 2008 Astra small car at the Chicago show.