As Opel and Vauxhall continue to flounder, the brands’ CEOÂ 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?
Comments
Uhhhh, uhhhh, uhhhh… Hmmmm Ok.
So why can’t the do both, offer some basic options as well as some luxury focused cars… This isn’t rocket science offer a mix of options that tells the consumer you are a value leader… Good luck Opel, I hope GM loosens the reigns…
i think opel and holden should get together and start making more driver oriented cars with the r&d for small fwd being mostly done by opel and the r&d for the larger rwd done mostly by holden. whatya think?
Guys, this is only temporary. Not the final strategy.
What about the Buick? Since its badge engineered.
Buick can make its own.
Hahahaha, what did you think? Opel is as mainstream as what is Ford or Chevrolet to American buyers. An Opel Insignia is like a Toyota Camry or Chevrolet Malibu to us Europeans, so there is nothing special about it, but in NA it seems to be a “Luxuary” and “Premium” car. I gues it is not the only European car to be called like this even the Citroen C5 would have the same status there. We Europeans have very different expectations and demands on cars than Americans. The Chevrolet hype is a little excessive, because Hyundai and KIA have the strongest growth especially in Western European countries! Currently, Opels competitors are Skoda, Kia,…, but it should rather compete with VW and small vehicles from Mercedes-Benz , Audi and BMW. But with premium vehicles alone you will not earn money in Europe, because a premium brand needs an IMAGE to demand high prices like APPLE or BMW. Cadillac will have the same problem here in Europe, because even Lexus did not make it against the Germans and is still a niche brand after many years! To transform Opel into a premium brand back would also lead to job losses without making it a global brand.
Opel would loose more customers than it would gain with this strategy at the moment, and most Opel customers would take an Hyundai or Japanese car. GM should do the same thing what VW did with Audi plus GROWTH STRATEGY in China and North America.
I surely hope they don’t start to re badge Chevrolet’s in to Opel’s .
My feeling Opel is just a brand to much , GM had to sold the brand like they did with Saab or used the Opel factory’s to build Chevrolet’s. Europe faces a very hard crisis and gas prices a rocketing so people will mostly buy affordable cars , like Spark ,Aveo , Cruze and Orlando. But GM is not advertising a lot these car’s in favor for Opel …..