| General Motors Corp. and the Ford Motor Co. are | | | | Dealers, who have long brought the product of |
| searching for their more rewarding niche in the | | | | the competition into showrooms, are satisfied |
| auto industry. The domestic automakers are | | | | with the face-off prospect of the new campaign. |
| launching a head-to-head challenge against | | | | "This is working more to appeal to the emotional |
| Japanese companies to close the gap between | | | | side by now," said Ray Lawson, the general |
| them. | | | | manager of Saturn of Clarence in Buffalo, N.Y. "To |
| The latest round of the challenge is Saturn's | | | | me, if people are looking at the Camry, let's |
| side-by-side-by-side campaign. Saturn, a division of | | | | embrace it. And rather than lining up the statistics, |
| GM, will be displaying the hot-selling Toyota Camry | | | | let's have them see the cars next to each other, |
| and Honda Accord beside its Aura. The | | | | then drive them and feel them." |
| comparison begins this week as Saturn places the | | | | Ford in February came out with the "Fusion |
| Aura in 435 showrooms. Customers will be invited | | | | Challenge," in which driving tests compared the |
| to drive the Japanese vehicles along with the | | | | Fusion with the Camry and the Accord. The |
| Aura. The side-by-side-by-side campaign, part of | | | | Fusion placed ahead in several areas, including |
| Saturn's 'Rethink American,' will run through July | | | | handling. Ford officials said that more direct |
| 31. | | | | comparison ads are coming. |
| The Aura has debuted as a concept car at the | | | | GM has also asked Chevrolet dealers to place a |
| 2005 North American International Auto Show. | | | | Camry in showrooms when the 2008 Malibu |
| The production model of the car was shown at | | | | becomes available early next year. "And it's |
| the 2006 New York Auto Show. The production | | | | worked," said Art Spinella, the president of CNW |
| of the Aura started in summer last year. The car | | | | Marketing in Bandon, Ore. "One of the hardest |
| is part of the renaissance program of Saturn and | | | | things to change is perception of a brand, and this |
| is aimed at making the division more competitive | | | | is just good, aggressive marketing. Detroit is its |
| and profitable. | | | | own worst enemy sometimes. The reality is that |
| The Aura is equipped with the Saturn ignition coil, | | | | GM offers some cars that get great gas mileage. |
| a 3.6 L V6, 6T70 six-speed automatic | | | | That being the case, comparison against Honda |
| transmission and a bunch of exciting equipment | | | | and Toyota is essential." In 2006, Saturn's ad |
| and amenities. The Aura, based on the GM Epsilon | | | | accounted for $209 million. |
| platform, is built at the Kansas City, Kansas, | | | | It can be recalled that in the 70s, Japan's Big |
| Fairfax Assembly plant. | | | | Three, composed of the Toyota Motor Corp., the |
| "We look at this as a chance to spotlight our | | | | Honda Motor Co. and the Nissan Motor Co., |
| product as well as show people that our shopping | | | | launched their own comparison ads. Their |
| process is easy," said Brian Brockman, a Saturn | | | | campaign named Ford and GM. The domestics |
| rep. "We know that we compare favorably to the | | | | were said to be of poor in performance and fuel |
| Camry and the Accord. We just want people to | | | | economy. |
| know that we can do what the competition can | | | | The 'get tough' approach of the domestic |
| do, and more." | | | | automakers is illuminating their standing in the |
| Dealers are acquiring the Japanese brand product | | | | industry. Additionally, Ford's Fusion and the Saturn |
| either through auction, rental or new car purchase, | | | | Aura are two of the better attempts from |
| Brockman said. "We also have some POP things, | | | | Detroit. No wonder sales are up 30 percent at |
| direct mail, banners that they can activate," he | | | | Saturn and up 15 percent for the Fusion year |
| said. | | | | over year. |