Friday, September 2, 1994 — North Shore News — 29

(Tavtanmotive” BRAKE SPECIALISTS

B.C.A.A. - A.R.A. - APPROVED

BRAKES - LIFETIME WARRANTY

(on shoes or pads)

OUR 36TH YEAR
176 PEMBERTON AVE. N.VAN.

"KIDS FOLLOW THE
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op The Canadian Red Cross Society FREE ESTIMATES

985-7455

ACURA

95 INTEGRA RS COUPE tn ee

5 speed

FROM $ [ 8.695 ,

Photo submitted

OLDSMOBILE [S hetting the new, custom-oriented Aurora will
build a new image for the identity-crisis plagued automaker.

The Aurora Is
new beginning

for Oldsmobile

“TOO BAD vou’re so addict-
ed to imports,” say the latest
Oldsmobile advertisements.

This frank. though somewhat
arrogant, message signifies an
important change of attitude inside
General Motors” luxury-sport divi-
sion.

For years. Oldsmobile suffered
from a major identity crisis. In the
1960s, Olds enjoyed an excellent
reputation as 4 company offering
sophistication and sportiness, thanks
to image-making cars like the Olds
442.

A decade later, Oldsmobile
moved away from sportiness and
entered Buick’s tuxury-car territory,
touting itself as the “other Buick.”

Olds continued this focus on
high-class image throughout the
1980s and early part of this decade,
but the sales figures showed that cus-
tomers were more confused about
the automaker's image than ever.

Said Oldsmobile General
Manager John D. Rock: “When
Buick owners were asked ‘What car
would you have bonght if you hadn't
bought a Buick?’, they often said
Oldsmobile. And when Oldsmobile
owners were asked the same ques-
tion, they said Buick. Clearly, we
have to separate Oldsmobile from
Buick.”

With this in mind, Olds decided
to change its direction away from the
mainstream American luxury theme,
and to aggressively pursue the
import makes (in other words, the
Japanese).

“Oldsmobile has decided where it
wants to be in the future —- interna-
tionally focused with import attribut-
es and committed to taking care of
its customers like never before.” said
Oldsmobile general engineering
manager Gary White. ° ‘During the

y years, it’s up to as to deliv
ion to the retailers” show.
rooms.”

Olds has already taken the first
step, with the introduction of the all-
new 1995 Aurora.

With the Aurora, Oldsmobile

David
Chao

OVERDRIVE

hopes to start the process of building
a new image and culture both within
and outside the division. To accom-
plish this, Olds has been carefully
studying the customer-oriented strat-
egy that its sister company Satum
has adopted.

Within a short time, Olds intends
to “Saturnize™ everything — from
the way the dealers treat the cus-
tomers to the way the cars are manu-
factured and engineered.

For example. instead of letting
the marketing group decide the crite-
ria for the new Aurora, Olds turned
to the most important people: the
customers. The automaker talked to
over 4,000 target customers and ther
methodologically transkited their
comments into specific product
requirements,

While the specification and fea-
tures of the cur are important, Olds
also wanted to ensure that the Aurora
looked Tike no other Olds in the past.

“We knew fron: the beginning
that it would represent the rebirth of
Oldsmobile.” said Dennis Burke.
chief designer of the Oldsmobile
One Studio, “Everyone wanted it to
be wdrimatic break from recent
Oldsmobile products so we took sev-

See Rebirth paye 34

#1 North American car for
¥ customer satistaction.
deor, fully equipped sedan for

$11,995

Aad ' PAL,

1994 MODEL CLEARANCE
EXAMPLE: 1994 INTEGRA RS COUPE
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© Power Windows.
Fuel Iniected (42 HP Engine
* AM/FM Cassette Stereo

sae ences °16,569

LEASE OFFER

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* 48 mos. Lease Term

* 22,000 Down Payment

© TP, is S15.112

* Applicable Taxes not Included

Ade, 4x4

2 door
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*17,393)
rag ) Cadillac Eldorado

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HOURS FAI 9-6
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