SATURN - GAY & LESBIAN BRAND EQUITY

Saturn - god of the harvest, sixth planet from the sun, automobile whose manufacturer dared to banish haggling from the dealership floor. For years, Saturn enjoyed strong brand equity among American gays and lesbians, but as other automakers targeted that audience, GM needed to know just how resilient Saturn's equity really was.

We deployed focus groups, in-depth interviews, and e-journals to understand Saturn's true position among gays and lesbians and also to gain fresh insights into their lives as consumers. GM was able to use this information to better understand its position within this community and also how to communicate with it in more meaningful ways.