Saturn building new Aura around trophy

03/9/2007 | NYTimes.com

Taking a cue from the National Hockey League, in which members of the championship team share the Stanley Cup, General Motors is building camaraderie among Saturn Aura owners by shipping replicas of the model's North American Car of the Year trophy for them to keep for a few days. The promotion from new Saturn shop Deutsch, which includes a TV spot and Web component, marks a return to Saturn's original customer-driven -- and slightly quirky -- marketing focus.

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