Saturn car company started a trend with its value pricing strategy of giving customers one price and one price only. The Saturn website gave detailed price information without the need for or involvement of a salesperson

What pricing objective did Saturn use?

Saturn used the customer satisfaction pricing objective. Saturn recognized that many people hate to buy new cars because they may feel the dealers are untrustworthy. The objective was not only to satisfy customers but also to generate a new breed of car salespeople who used low-pressure sales tactics and promised customer satisfaction and long-term service.