1. What’s a Saturn?

2. Vehicles sold per dealer, 1994.
Saturn
Toyota
Ford
Honda
Nissan
Chevrolet

3. Saturn went upmarket.

4. Vehicles sold per dealer, 2004.
Toyota ,464 Acura
Lexus ,384 Ford
Honda ,185 Mercedes
Nissan Chevrolet
Infiniti Hyundai
BMW Saturn

5. Who buys the same brand?
When you’re young and single, you buy a Saturn or a Kia.
When you get promoted, you buy a BMW or a Lexus.
When you get married and have kids, you buy a Volvo.
When you get divorced, and you buy a Ferrari.

6. The ladder of life.
Rolex
Seiko
Swatch

7. Case histories.
Seven-Up.
Boston Chicken.