With Saturn, G.M. Failed a Makeover

New York Times, December 4, 2008 — General At least G.M. knows how difficult the challenge will be.

A quarter-century ago, G.M. started Project Saturn with the same goals. And it worked, for a time. Saturn owners, including many who traded in their Hondas and Toyotas to own the first models in 1990, became cheerleaders for the division’s customer-friendly approach, while the United Automobile Workers union gave up many of its traditional restrictions to help Saturn succeed.

Motors has promised Congress that it can recreate itself as a different kind of car company — smaller, with a more cooperative relationship with its union, and a lineup of fuel-efficient cars to compete with the best of the foreign brands