Daewoo cars are returning to America.
That's clear, judging by recent comments from top executives at General Motors. GM, along with Suzuki Motor Corp. and others, salvaged most of Daewoo out of Korean bankruptcy court last year.
It looks like Suzuki wants to sell rebadged Daewoos at its North American dealerships. But GM has an opportunity as well.
GM should sell them as Saturns. Saturn could make an excellent living -- and serve GM well -- by lining up against the thriving Koreans in the United States.
Saturn is a brand without a clear mission at GM, which is surprising. For most of the 1990s, Saturn had an important identity. It was the General's import fighter, attracting young, first-time buyers who otherwise would have purchased a Japanese car.
It also made a nice living by treating shoppers with respect at dealerships. This struck a particular chord with many women, turned off by the locker-room atmosphere of many dealerships.