GM & Penske Saturn Deal
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GM & Penske Saturn Deal

One high profile negotiation reported in the news was between General Motors and Penske.

As part of its bankruptcy restructuring, GM planned to sell its Saturn brand. It had been negotiating with Roger Penske, who in turn had been negotiating with Renault-Nissan. Penske was unable to reach a deal with Renault, and the entire deal fell through. As a result, GM announced that it would close all Saturn dealerships nationwide.

GM started Saturn in 1982 in order to compete with Japanese imports. The brand did well, and people liked its policy of no-hassle sales. However, sales had been declining, especially during 2009.

1) What was the BATNA of each party?

2) How might have each of the two sides negotiated better?

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