2009年：土星

????羅杰?史密斯“與眾不同的汽車公司”更換過好幾個不同的品牌理念,，最后被心懷嫉妒的內(nèi)部競爭品牌踩在腳下,，這個理念在結(jié)束其短暫的生命之前還消耗了通用汽車公司數(shù)十億美元的投資,?；厥走^去，從開始到結(jié)束,，它一直是一個大雜燴,。土星（Saturn）在1990年作為低成本高質(zhì)量美國制造業(yè)的試驗品誕生，又以高價進口了德產(chǎn)汽車歐寶（Opels）結(jié)束。臨死前的最后一搏是計劃由雷諾-日產(chǎn)（Renault-Nissan）接管其生產(chǎn),，并由超級經(jīng)銷商羅杰?彭斯克接手銷售業(yè)務,。然而這項計劃最終宣布破產(chǎn)，土星也因此進入了歷史課本,，成為商學院討論眼高手低現(xiàn)象的商業(yè)案例素材,。

2009: Saturn

????Roger Smith's "different kind of car company" went through several different brand concepts, fell victim to jealous internal competitors, and absorbed billions of dollars in GM's treasure before ending its brief life. In retrospect, it was a mash-up from start to finish. Saturn began life in 1990 as an experiment in low-cost, high-quality U.S. manufacturing and ended by importing German-made Opels at high euro-denominated prices. A last-minute scheme by Renault-Nissan to take over production of the cars and for superdealer Roger Penske to distribute them collapsed, and Saturn went into the history books as a business school case study in overreaching.