I'd be really curious to see how successful GM is with moving Saturn upmarket.
The repositioning of car brands is really interesting to me, but maybe because the company I work for is majorly into branding.
A case in point is Honda. Honda in the UK started off like Honda in North America as a budget brand. Cheap, reliable but tacky cars.
However, although they moved up a little bit in North America, they moved up a lot in the Uk where they are bordering on being a premium brand.
The Honda name is today able to compete directly against BMW in the UK with the Honda Accord and the Honda Legend.
However, in North America, Honda failed to move that much upmarket and and had to invent the Acura label. The UK Accord and Legend are sold here in North America as the Acura TSX and the Acura Legend.
VW has done the same thing. In 50 years they have steadily been moving up from being the People's car through to being just about sub-premium.
Saturn's rise should be interesting to watch.