The co-owner of the Roanoke region's lone Saturn dealership expressed regret Thursday that GM executives decided to phase out the Saturn brand next year.

It had looked as if the Penske Automotive Group would take over Saturn, a subsidiary of General Motors, but GM announced otherwise Wednesday.

Barring a new deal to save the company, Saturn of Roanoke Valley, which also serves the New River valley, and Saturn of Lynchburg expect to stop selling new Saturns by next October.

"It's a big disappointment," said Carl Hart, whose family owns Hart Motor Co., which in turn owns the regional Saturn franchise.

Saturn, which began selling cars and trucks in 1989, was an auto company developed to operate outside the GM framework according to the latest corporate best practices. It began with its own factory, in Spring Hill, Tenn., unique vehicles and a distinct, hand-picked dealer network.

Hart Motor began its Saturn relationship in 1991 and the vehicles found a regional following. The Aura, released in 2007, was named North American Car of the Year by a car magazine.

Hart said he hopes a buyer will emerge.

"It looks like it's over," Hart said, but "somebody could come in, like Penske, and continue on with selling good, fuel-efficient, quality vehicles."

If not, after Oct. 31, 2010, management intends to keep the Salem-based Saturn business open, service vehicles and sell used cars and trucks, said Kirk Wilkes, general manager.

No decisions have been made about the Lynchburg location, officials said.