Saturn Helps Build Homes

Earlier this year, representatives from about 600 Saturn dealerships converged in Colorado Springs for the annual National Retailer Business Meeting.  The said conference is aimed to give Saturn dealers learn more about the company’s expectations and goals.  The knowledge of this, of course, will give dealerships the chance to improve their performance in dealing with consumers.
 
This year though, the company’s goal is different.  This is because this year, Saturn decided to strengthen their commitment to their consumers and the environment by partnering with the Habitat for Humanity.  Under the partnership, Saturn dealerships will be building four environmentally-conscious homes for the Colorado Springs community.

“(Our brand message is) giving back and being able to look at what have you done to make the world better not just (with) products,” said Tony Parrottino, the national sales promotion manager for Saturn.

“By building homes and doing this event as more a community type of giving back as a cause… that's the whole key to it,” added Parrottino.  “If a brand does not have a cause marketing relationship or a cause identified as part of its brand, it's missing the spirit of the brand. In all cases, a brand has to function as a reflection of humans.”

According to Parrottino, when the dealers arrived for the event, they were not informed of what would be asked of them.  Instead, “We told them to come dressed in jeans and work clothes. We felt that that's the way we operate: Our guys are always intrigued. What will happen next? (We told them to) dress and be able to work,” said Parrottino.

After arriving for the meeting, the dealers were then taken to the Habitat for Humanity site.  The dealers helped in framing four houses.  The exercise not only bolsters the good relationship between dealers and the community of Colorado Springs but it also the relationship between the dealers and Saturn.

“It was the emotional connection of us and our dealers working together in a team effort,” said Parrottino. “You can do just about anything you set out to do if you work as a team. We were able to frame those four homes in one day. They laid the house out on the floor like a template and we built those walls.”

The event gave the dealers the perception that Saturn is relating to its consumers.  According to Parrottino, Saturn is the greenest brand in General Motors.  The brand is known for its Green Line or hybrid versions of established nameplates which not only offers good performance, reliable parts such as the Saturn radiator hose, but also has good fuel economy.

“(The event gave) us a chance to explore the green side of our brand. Saturn is the greenest brand in General Motors,” Parrottino said. “Our retailers were emotionally connected with the team build, but more so with the fact that four families were going to be able to have affordable homes and be green. Those homes were going to have high-efficiency furnaces, glass, etc. It's a little bit more money up front, but in the long run it's a more affordable home.”

The event is considered a success by the General Motors marque.  “It's a perfect example that a picture is worth a thousand words. How could I express that over the phone the way we did when we went and built these homes? The event worked out beautifully. It was all about teamwork. How do I get teamwork on an e-mail?” said Parrottino.