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Car buyers here in the States are clamoring for fuel efficient transportation, but so far the Saturn Astra hasn’t been on the top of buyers lists. The Astra is a smash hit in Europe and we liked it during its short stay in the Autoblog Garage, but it may just be too expensive compared to the competition with a starting price of $16,495. General Motors isn’t keeping the price high to make a profit on the small volume import, either. GM vice chairman and quote master Bob Lutz told Automotive News that the Belgian-made Astra isn’t profitable in the U.S. at all anymore due to the weak value of the Dollar vs. the Euro. The Astra has gone up in price by $500 since its introduction to reflect the broadening gap between the two currencies, and the price hike was implemented only to lessen the hit from the currency exchange. The Astra is not just a financial burden for the General – it isn’t exactly a sales success, either. GM has sold only 7,914 so far this year, which is far below the projected pace of 25,000 annual units. Part of the problem is that few people actually know the Astra exists, and those who do may not want to pay the relatively high price of entry.

We just told you about Bob Lutz’ comments that the Saturn Astra is too expensive and not making any money in the U.S., but that may change when the next iteration arrives. Of course, the next Astra will debut in Europe first as an Opel (and Vauxhall in the UK), but we suspect that GM will offer it in the U.S. again, especially if the automaker can build it locally so that it’s not dogged by a weak currency exchange like the current model. Though not scheduled to debut until late next year at the 2009 Frankfurt Motor Show, the fourth-gen Astra is making an appearance today in a couple of sketches released by General Motors Europe. The design is said to take direct inspiration from the new Insignia, which itself will become the next-gen Saturn Aura. The all-new Astra will be based on the Delta II platform with vehicles like the Chevy Cruze and Volt and feature a new range of fuel efficient engines, clever packaging solutions and trick technology like the Insignia’s Front Camera System that recognizes road signs.

GM is working hard to ensure that its newest automotive division, Saturn, is considered cool, hip and edgy. In this day and age, that means the interwebs, specifically a blog and social networking site. According to a post by Saturn General Manager Jill Lajdziak on GM’s FastLane blog, www.ImSaturn.com will feature news about Saturn along with photos and videos you haven’t seen anywhere else. Like other social networking sites, you can join in on the fun by starting or joining groups where people with like-interests gather together and talk. The first 400 members get a free t-shirt, but if you want one you’d better hurry ’cause there are already 300-plus members.

What uber-hip marketing strategy would be complete without internet speak? Saturn’s got that covered too. I M Saturn and U R 2!

[Source: I M Saturn]