With new products on the way and a steady growth in sales, Opel is slowly rising out of its slump. It’s also expanding across the globe, becoming available in growth markets like China and holding plans to launch in Australia. With expansion on the agenda, Opel’s union chief Klaus Franz proposed in an interview with German magazine Auto Motor und Sport, that the Opel brand should look towards the U.S. market to help meet the country’s future demands for compact, fuel-sipping cars. Initially, the brand would start by offering the miniature Allegra (if it’s not called Junior) to Americans, marking the first time the brand would be sold in the country since the 1970s.
The GM Authority Take
While this probably will not happen, the idea strikes us as intriguing. The brand could expand beyond just the Allegra if done right.
One approach to let Opel hang out with Chevrolet, Buick and GMC without all of them tripping over each other would be to keep Opel’s lineup unique with cars such as the Meriva and Zafira Tourer. Also consider the thought of offering diesel engines exclusively for the German brand while still offering the familiar gasoline-powered ECOTEC engines.
Would you fancy a relaunch of the German brand here in America? Sound off in the comments below!
Source: Motor Trend
Comments
I don’t see how GM can have Buick and Opel in the same market without major work to distinguish them from each other.
Due to high labor costs and the euro/ dollar exchange rate German cars should not be sold as economy cars. They should be sold as a premium brand. Using an import to fight imports like Audi, BMW, and a couple of japanese brands that I can’t remember the names.
The only understanding I can wrap my brain around with bringing Opel here is for GM to have a brand that would be taken seriously against Mini Cooper and Fiat 500 with the Corsa. If they think the Corsa has the chops to compete with the Cooper and 500, then bring it on. It would interesting to see what develops.
KC
YEAH bring it, creates more jobs, I would like to see a German Brand here, they’re commercial vans would work perfect here, I hope it’ll get tha green light.
Guys most of these cars are global the Buick’s sold here today are going to be Opel’s. They all use parts from GM’s parts bin, they look the same its going to confuse people. It’s going to be more badge engineering from GM if they do this. Also Opel would need to manufacture their cars in their factories to get any benefit. Opel factories need to operate at a certain percentage to make a profit.
I mean I also would like to see some of the cars / Trucks sold around the world offered in the U.S if there is a good business case for them.
DannyG,
To answer your question earlier, it’s from our understanding that the Sigma will be replaced by the Alpha platform, but the Zeta remains unconfirmed.
As for Buick, there is just one blatantly obvious model that is a rebadged Opel with the Insignia/Regal. Though the Verano and Astra are mechanically similar, they look completely different. The Corsa is mechanically similar to the new Chevy Sonic, and the Astra is similar to the Cruze, but you can’t tell from the naked eye. The Opel’s also offer different powertrains (1.6-liter engines, diesels etc…)
So what you are saying is there is a good business case for Opel’s to be sold in the U.S ?
In my opinion, yes as far as product goes. But they have to make them look/feel/drive/priced differently than the relatives from Chevrolet and Buick.
I also remember reading a post about “Buick To Love Opel Back, Both To Share Next-Gen Enclave And LaCrosse”
This will fail as long as Bob Lutz isn’t around to guide the hands of the overzealous bean counters that are still sitting in the shadows waiting to strike. Opel does not need to be in the US. That would account for too many brands under the GM roof. That means smaller profits all around. Sure, we all want to see more options to feed our own automotive greed, but let’s be serious…GM does not need more brands, they just need to select models from its global stables that will work. If they can’t sell as a Buick, sell them as a Chevrolet, or a GMC. Cadillac is an entirely different story though, admittedly.
There are a LOT of people in the US that like the Opels the way they are and don’t want a re-badged Opel in the form of a Buick. I’d buy one in a second, if I had the opportunity. Love the idea of having diesel as an option as well.
I honestly think the people you are talking about like cars to begin with. Opel / Buick by changing the sticker on the car is not going to diminish it at all. The only people I see that would like this idea have moved here from parts of the world that Opel sells cars. I bet it’s more for nostalgic reasons, they can just as easily put a diesel into any car if there is a demand for it.
Germanity is soo oversold in the US, VW might spend money on attack adds.
There is no reason that Opel engineering and tuning goodness cannot be sold in the US by the North American GM brands, with the dollar/eruo exchange rate and mature labor maket in Western Europe it’s wise to build in North America what is sold in North America.
Or you could simply get rid of Holden Vauxhal and Chevrolet, Buick and call annything thats not a Cadillac; Opel.
Naaaah.
My solutions for GM problems:
Sell Opel as a sub brand at Buick dealers to give Buick/ GMC small cars. Buick can focus on midsized and near luxury premium cars. This way cars like Verano can be what they truly are… Opels.
This also would help GM sell an import to the masses that is like Volkswagen.
It would make sense if you market it correctly. Let’s be honest:
Buick is alive because of China. It is a mid luxury brand.
Chevrolet is for the masses.
There are gaps in the GM lineup.
There are people who will not buy Chevrolets or Buicks period No matter what you offer or do.
I know this will start the argument well why don’t you bring Pontiac and Oldsmobile back too while you are at it.
This is my opinion and plan on what I would do at GM long term:
1. Cadillac focuses on global luxury. That is rear drive BMW 3,5,7 and Rolls Royce fighters. This means rear drive cars. World class. Cadillacs will share things you do not see with other brands, but the engines and things you can see will be unique to Cadillac.
2. Buick focus on midlevel luxury Acura, Infinti, Lexus type cars in conjunction with Opel. This means Buicks in the United States will be Buicks with the smaller cars sold as Opels. This would give buyers who want a small car who would not consider a Chevrolet a small premium car. You have to remember even though Buick is changing, it still has baggage and a certain image GM is trying to shake and change.
3. Bring Pontiac and Oldsmobile back. They will play to certain niche markets. This is where the market is headed in the United States.
Pontiac: all performance rear drive: Bonneville, Grand Prix, Firebird and GTO.
Oldsmoobile: American style luxury and technology at the affordable price. These will be the large cars Buick and Cadillac no longer sell and the highly successful ones Ford walked away from with Lincoln Town Car and Mercury Grand Marquis and Lincoln Mark Series/Thunderbird and the midsize and personal luxury segments.:
Ninety Eight, Eighty Eight, Toronado and Cutlass. Think the successful early 1980’s Oldsmobiles and the 1960’s and 1970’s Oldsmobile.
The Oldsmobiles ( 98, 88, Toronado could use the same instrumentation panel and parts like they did in the 1960’s and 1970’s.
Pontiac and Oldsmobile would be rear drive and front drive platforms will be shared with other GM brands. This way GM North America will share to consolidate and save costs. Chevrolet will use the rear drive for Camaro, Corvette and a police vehicle.
Holden would have access to technology and features not found on Holdens now.
The engines would be turbocharged 4 cylinders, V6’s. V8’s would be an option. Aluminum, light weight steel, and other things to reduce weight will be used.
There are no affordable rear drive cars in the GM stable for buyers besides a Camaro.
Chevrolet will be stylish vehicles affordable for the masses: The Impala will be front wheel drive and the largest. Chevrolet will no longer get ever car and every platform. They already have a diverse array of vehicles.
The Oldsmobiles will be sold at Chevrolet or Cadillac dealers. The Pontiacs at Buick/GMC/Opel dealers.
There are fewer GM cars with these changes. The brands cover segments of the market.
This also would close the gaps in the GM lineup too.
Each brand has a niche and focuses on that to make the whole for GM. This also means more export opportunities globally and flexible factories for GM too.
The government has to be out of the picture to really do this and change brands.
Ok, here’s a novel idea that sounds amazingly similar to 98 Regency’s post with a few major differences. First, leave Opel where it belongs, in Europe. However, with modern times changing and the “global architecture”, why is there a GM Buick, a GM Chevrolet, a GM Cadillac etc. How about making all our vehicles world wide just GM’s? Imagine a GM Cruze, a GM Lucerne, a GM Truck, etc…even bring certain select popular nameplates back, such as the GM Trans Am/Firebird, the GM GTO, the GM Cutlass, the GM Chevelle…etc. It would make sense to have one company, one division-General Motors. Oh sure, leave Cadillac as THE Luxury brand, but combine all the rest into one company, worldwide. It would make parts available much easier, any GM dealer could sell all GM Cars (other than Cadillac, keep that exclusive), like a Caprice next to a Verano next to an Astra next to whatever?
Too many people are disenchanted with the loss of Olds, Saturn & especially Pontiac, so it would make sense to offer their flagship or special vehicles again, like a GM GTO etc. If GM wants to be global, do it the right way, make the same vehicles available worldwide, offer more fuel-efficient, even diesel options, and make them in the respective countries the vehicle will be sold in. No more wondering why they wont bring the Orlando or the Montana truck to north America, if it’s in the GM portfolio, it’s available everywhere. Think about it…it would parts available world wide, streamline manufacturing and thus save the company billions, all the while making the cars that people want to drive and own. Between Research and Development working together instead of competing, or having 1 style of headlight or tallight assemblies for cars all over the world, interchangeable parts, better dealer and service networks, etc., the savings would be astronomical.
Let’s get the General to take charge finally and do things right for the first time in decades.
Maybe they are trying this to a lesser extent. GM is pushing Chevrolet into Europe a little at a time. If they can build it to critical mass maybe they can replace one of the other brands with it.
I say bring on the Opels!!!! My 1967 Kadett fasback only has a few good decades left in it….
A Mini / Fiat 500 fighter (the Opel Corsa) with a 3 cylinder turbo-diesel, good for 60+ mpg, could easily be sold in th US for a profit, and wouldn’t compete with anything GM currenly offers.
Do not use the Opel brand in the USA and Australia use the Vauxhall Brand and build on it Britishness and give it its own V grill do not be little the Vauxhall brand remember who always support the USA is it German or the UK Ellesmere port is a class leading factory and the people of the surrounding area have always support GM they want a chance to make more GM products.
Vauxhalls history and quality for classy vehicles this I a chance to bring the brand back to the world I hope some in GM reads these. Because I believe in the Griffin and so should you Vauxhalls is not a second less brand its and excellent brand that deserves to be recognized and warrants its own identity it We could make it a hit in the USA the people will love the Griffen and the strong V Grill on the front some come on GM let’s make work. Your workers in Great Britain will support you all the way they feel that they come second to Opel, well he is a chance to support them and give the world and excellent brand. Vauxhall is a Great British secret that the rest of the world need to share. Vauxhall quality performance all wrapped up in excellent designs that people want.Vauxhall,s brings technology and luxury at a sensible price.