Saturn Goes Back to Warm and Fuzzy

Hoping to revive the warmth the brand once evoked, Saturn is lending owners of its Aura model a Car of the Year trophy.

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Saturn Goes Back to Warm and Fuzzy – New York Times
GENERAL MOTORS is borrowing a tradition from an unlikely source — the National Hockey League — to help recreate the warm and fuzzy feelings consumers had for its Saturn division more than a decade ago.

Saturn is inviting owners of its new Aura midsize sedan to “share” the
North American Car of the Year award it won in January at the North
American International Auto Show in Detroit. G.M. bought from Tiffany
five replicas of the five-pound leaded-crystal trophy, and is inviting
people who purchased Auras before it won the honor to borrow an award
for a day or two.