Saga is theoretically aimed at the older generations. It attempts to give the impression its purpose is to be beneficial for the more seniors in society. As far as car insurance is concerned it is a non-starter. It was the most expensive by far of the many quotation obtained. It tries to sell this product for three years. If one succumbed the cost would be just over £900. Pathetic. No wonder the share price is in the doldrums. It is a similar experience with their cruises. I suspect they believe that the seniors will have sufficient funds to pay over the odds, most likely their mortgages have been repaid and their children have left home.