According to Opel CEO Karl-Friedrich Stracke, the legendary German brand is ahead of its set-out market share goals for 2011.
In Germany, Opel is looking to achieve a 10 percent market share compared to 7.6 percent in 2010. That’s a huge drop compared to the early 1970s, when Opel was responsible for an exemplary portion of the market (in the high teens), even outperforming VW in the German market.
For his part, Stracke wants to see Opel increase market share from 6.2 percent to 8.5 percent across Europe — and he’s not willing to wait: “I am not patient,” he says.
The GM Authority Take
There used to be a time when Opel was a force to be reckoned with. That time is long gone… and so seems to be the time for common sense when it comes to strategic brand planning and positioning.
You see, the marketing powers that be at GM believe that, in Europe, Chevy should compete with the likes of Hyundai and Kia while Opel should go against more “upscale” brands like Ford and VW.
Perhaps I can understand the VW bit… but Ford? Chevy already fights Ford tooth in nail in North America — and as both automakers globalize their lineups, the Blue Oval and the Bow Tie brands will be the largest direct competitors in, well, ever. That leaves Opel to fight VW — which is fine. But let’s leave Ford out of it, shall we? And while we’re at it, perhaps it’s time “regional” brands like Opel (and Buick) became a single global brand?
The comments are wide open and are awaiting your constructed opinions!