All Cars, All the Time

What a Disaster...

Watching Jill Lajdziak, general manager of Saturn, on Autoline Detroit I just couldn't help but wince. Usually the program tosses a few softballs that are batted back by the interview subject. However, in Jill's case, she wasn't able to field those questions with the adroitness that other folks in similar positions have shown. For example when pressed on what Saturn stands for, Jill tried to make the point that Saturn is about innovation. The problem is, as Tony Swan quickly pointed out, much of the Saturn initiated innovation is either out of style or now commonplace: polymer body panels and lost foam casting are two examples. Jill retorted that “plastic panel thinking” was what kept Saturn out of certain marketplace segments. Yes, that may be true but realistically what does Saturn offer then? Is it not becoming on Opel outpost with a few badge engineered North America only vehicles such as the Outlook? I mean really, that Oulook looks just like the GMC Acadia (or Arcadia as she mistakenly calls it in the Internet only segment). When asked what differentiates the Outlook from the Enclave and Acadia she replied that the Outlook will have great interior functionality and safety with three row curtains. The trouble is, those features aren’t really points of differentiation between the three models. Jill then suggested styling being unique on the Oulook. While it’s true that the Enclave is unique the Acadia and Outlook are far too close for comfort. It appears to me that one of those models was a last minute addition. Throughout the interview Jill would respond to questions with “I’m glad you asked that” when it was quite obvious that she wasn’t. Another example, and one that I’ll close on, was the point that dealers who would heretofore bend over backwards for customer service might become less eager to please once they have compelling products that sell themselves: Jill’s response was that (this is recalled from memory, so it’s not an exact quote) “We’re not going to let that happen. When a customer has a bad experience at one of our dealerships my phone lights up like a Christmas tree. I like it when that happens.” Why? Why do you want bad things to happen? I get the point that she is eager to enforce excellent customer service, but what an awkward way to phrase it. In fact, that’ sums up the whole interview: awkward. Judge for yourself, the episode is here and the Internet only segment is here.

I should add that this isn’t a criticism of what Saturn is doing. I think that Saturn in on the right path and making the right decisions (in my mind rock bottom was when the Ion came out with the leopard print roof rail option). I wish that the Outlook was more unique, but I salute the Sky, Aura and the upcoming importation of the Astra. I’m taking a wait and see on the Saturn dealerships looking like Apple stores.