The Saturn ION sedan and quad coupe will compete in a small-car market that accounts for sales of more than two million units per year, about 14 percent of the total U.S. new vehicle market. Approximately 30 percent of small-car purchasers are first-time new vehicle buyers.
The ION models continue Saturn's historic position of offering premium small cars - competing primarily with Asian imports - and targeting a more educated, informed target market with their safety and quality brand attributes. Like all Saturn products, the ION sedan and quad coupe were designed to appeal to customers who would have otherwise bought a non-GM product. More than 75 percent of Saturn buyers list a competitive make as their second-choice vehicle, with over half saying they would have bought an import brand.
