| Earlier this year, representatives from about | | | | site. The dealers helped in framing four |
| 600 Saturn dealerships converged in Colorado | | | | houses. The exercise not only bolsters the |
| Springs for the annual National Retailer | | | | good relationship between dealers and the |
| Business Meeting. The said conference is | | | | community of Colorado Springs but it also the |
| aimed to give Saturn dealers learn more about | | | | relationship between the dealers and Saturn. |
| the company's expectations and goals. The | | | | |
| knowledge of this, of course, will give | | | | "It was the emotional connection of us and |
| dealerships the chance to improve their | | | | our dealers working together in a team |
| performance in dealing with consumers. | | | | effort," said Parrottino. "You can do just |
| | | | about anything you set out to do if you work |
| This year though, the company's goal is | | | | as a team. We were able to frame those four |
| different. This is because this year, Saturn | | | | homes in one day. They laid the house out on |
| decided to strengthen their commitment to | | | | the floor like a template and we built those |
| their consumers and the environment by | | | | walls." |
| partnering with the Habitat for Humanity. | | | | |
| Under the partnership, Saturn dealerships | | | | The event gave the dealers the perception |
| will be building four | | | | that Saturn is relating to its consumers. |
| environmentally-conscious homes for the | | | | According to Parrottino, Saturn is the |
| Colorado Springs community. | | | | greenest brand in General Motors. The brand |
| | | | is known for its Green Line or hybrid |
| "(Our brand message is) giving back and being | | | | versions of established nameplates which not |
| able to look at what have you done to make | | | | only offers good performance, reliable parts |
| the world better not just (with) products," | | | | such as the Saturn radiator hose, but also |
| said Tony Parrottino, the national sales | | | | has good fuel economy. |
| promotion manager for Saturn. | | | | |
| | | | "(The event gave) us a chance to explore the |
| "By building homes and doing this event as | | | | green side of our brand. Saturn is the |
| more a community type of giving back as a | | | | greenest brand in General Motors," Parrottino |
| cause… that's the whole key to it," | | | | said. "Our retailers were emotionally |
| added Parrottino. "If a brand does not have | | | | connected with the team build, but more so |
| a cause marketing relationship or a cause | | | | with the fact that four families were going |
| identified as part of its brand, it's missing | | | | to be able to have affordable homes and be |
| the spirit of the brand. In all cases, a | | | | green. Those homes were going to have |
| brand has to function as a reflection of | | | | high-efficiency furnaces, glass, etc. It's a |
| humans." | | | | little bit more money up front, but in the |
| | | | long run it's a more affordable home." |
| According to Parrottino, when the dealers | | | | |
| arrived for the event, they were not informed | | | | The event is considered a success by the |
| of what would be asked of them. Instead, "We | | | | General Motors marque. "It's a perfect |
| told them to come dressed in jeans and work | | | | example that a picture is worth a thousand |
| clothes. We felt that that's the way we | | | | words. How could I express that over the |
| operate: Our guys are always intrigued. What | | | | phone the way we did when we went and built |
| will happen next? (We told them to) dress and | | | | these homes? The event worked out |
| be able to work," said Parrottino. | | | | beautifully. It was all about teamwork. How |
| | | | do I get teamwork on an e-mail?" said |
| After arriving for the meeting, the dealers | | | | Parrottino. |
| were then taken to the Habitat for Humanity | | | | |