As Opel and Vauxhall continue to flounder, the brands’ CEO Karl-Friedrich Stracke mentioned to Automotive News Europe that there will be an adjustment in their direction and positioning.
“We moved Opel up too quickly. Going forward there will be adjustments to make our cars more affordable,” said Stracke.
This may have plenty to do with the European debt crisis, as it has forced consumer spending into survival mode, and back down towards more basic and mainstream market segments — where Chevrolet currently resides. So, instead of building cars with higher profit margins, it appears that Stracke and company will look to put an emphasis on volume for the twin brands.
This move, plus the planned introduction of 23 new or revised cars, three new engine families and 13 new powertrains over the next four years, could help put Opel and Vauxhall back into healthy standing. But with Chevrolet already occupying the mainstream space, and Cadillac planning an American invasion on Europe’s luxury segment, is this really what’s best?