General Motors’ European operations have commissioned a comprehensive study to investigate public opinion of Opel in Europe, GM Authority has learned from sources with unconfirmed track records with the publication. The review, which is said to be extremely secretive, is divided among several companies driven by one coordinating firm and will measure current perception, reputation, and public image of the Opel brand in several European markets.
The research, according to sources, was set in motion due to the concerns of some within Opel that the brand is widely seen as damaged goods following consistent losses and failed attempts to sell the operating unit by parent General Motors. While specifics were not provided, the study is said to be taking place in many European markets, but specifically excludes Germany and the UK.
In addition, several options are being considered and studied, including ditching the Opel name entirely, selling Opel vehicles as Chevrolet, Buick, Vauxhall, as well as the overarching GM brand, and various combinations of each. The review process is also said to extend to sales operations, with strong support for unifying Opel and Chevrolet sales outlets all over Europe.
A full report is said to be due by year’s end, with real actionable recommendations. The news comes on the heels of Opel’s 2020 plan, which promises 23 new or revised models and 13 engines by the year 2020; ironically, 2020 may not take place for Opel if the study recommends to move away from the Opel brand in some way, shape, or form.
Moving opposite to market trends.
With four model years recommended for purchase.
This example is a former NCRS award winner.
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Breaking out the spec sheets for a comparison.
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How is that going to help them with the underutilized factories?
Raise demand with a better or more accepted brand and the factories are no longer underutilized all of a sudden.
why dont they just ditch opel and bring over buick? most of the cars are the same anyways. buick is doing well in china,its a different market yes but they cant do any worse, so what do they got to loose aside money? their loosing it any ways.
That would be a very straight-forward, clear-cut plan. Perhaps Germany and the Uk can hang on to Opel and Vauxhall, respectively, for a bit of time... but the risk might be losing even more sales by introducing an unfamiliar brand (such as Buick). If that were to happen, however, it should be expected for the new Buick to move upmarket even further.
In general, I love idea of a global Buick seeing as China may soon be a trend setter.
I also like the idea of Vauxhall given the history and good will in the UK.
Chevy works, like the Koreans selling both value and premium; however, Chevy is also damaged goods in Europe.
GM could work because I see Opel as more GM than anything else--they take an Insignia and sell it as a Vauxhall, Buick or even Chevy depending on market. While I would love seeing the marques grow and GM recede, in this case these would be like GMC cars.
Opel is uber-damaged and its Germanic roots mean little anymore.
I say just cut opel and focus on Vauxhall especially since the two do share similar lineups marketing etc
Vauxhall is Opel just in the UK. Vauxhall relies on Opel for all it's model.
So not so! The Astra station-wagon was designed and engineered in Milbrook (England), and is built solely at Vauxhall's Ellesmere Port plant for export to all Opel markets.
Similarly the Vivaro (a joint venture with Renault) and Astra vans are both built solely in Britain and exported as Opels to such far-flung markets as South Africa. Incidentally all Nissan and Renault right-hooker versions of the Vivaro are also built by Vauxhall.
The Opel/Vauxhall Ampera (Volt) is built in the good 'ol US of A.
The mighty Vauxhall VXR8 GTS is a re-badged Holden imported from Australia. This model is not marketed as an Opel anywhere.
Then there is the Combo van that is a joint venture with Fiat and is built in Turkey both as Opel and Vauxhall. Finally the Movano van (another JV with Renault) that is built solely in France.
Does Manchester United ever play foosball in Deutchland?
chevy FTW ;)
If this is really true, and this rumors will appear in Germany, I'm sure that's the end of Opel, not only for the brand but for the hole company. Replacing the old name Opel by GM or even Chevrolet will smash the sales.
GM is not very liked in Europe; Chevrolet stands for cheap cars from South-Corea, Vauxhall... nobody can pronounce outside english-speaking countries, Buick is unknown in Europe.
Now I am sure of what I have ever feared: GM's managers are completely sick in their heads.
Well, if this is true -- and we don't really know how much of its is, since the sources that brought this to our attention don't have a proven track record with us -- then we need to keep in mind that whatever decision is made will be supported by substantial market research and data.
Furthermore, Chevrolet will become a force to be reckoned with in the future when it comes to the mainstream automotive market in Europe and elsewhere; think Ford and VW level. The European image of South Korean crap will be gone within a few years.
As far as the possibility of introducing Buick to replace Opel, that's just a possibility -- of course; but if it does happen, there are proven business operations that can handle the transition smoothly and advantageously. Let's not forget that GM is in business -- and it has professionals who can do these things very well given the proper resources and strategy.
I think it's worth considering at this point. Opel and Buick are already one brand so why not recognize that officially? The Buick brand is completely new to Europe and they've already got some great cars like the Adam, Insigna and Astra. Add in the LeCross and others and you've got an impressive lineup.
GM needs to turn the page in Europe.
In England there is no chance of replacing Vauxhall with Chevrolet, currently Vauxhall outsells Chevrolet by about 20 to 1. The same applies to Opel in Germany. However, there are some markets in Europe where the Opel brand is a dead duck so it makes sense for GM to look at alternatives BUT introducing the Buick name would cost a huge amount to establish and would take a long long time. Vauxhall has a limited brand recognition, mainly in Northern Europe, but would still require alot of investment and advertising - as for pronouncing it - anyone can pronounce any name once they know what it should be, before Opel were kicked out of the UK it was always pronounced Opall. If GM could do it they would replace everything in Europe with Chevrolet, it suits their global marketing plans, but they know that would result in a wholesale collapse in Euro sales.
There is no justification in dumping the Opel or Vauxhall names for "damaged" American names. Opel and Vauxhall may be struggling to sell, but they would starve themselves within a MY if they were named Buick or Chevrolet.
Damaged American names? care to explain? it seems Opel and Vauxhall are the damaged ones here. Opel and Buick are near twins, Buick is upscale and is doing very well in China as an upscale luxury brand. Buick has that edge going for it as an additional Luxury brand for Europeans. It may be new to Europe but it has a Solid History. Fiat is a "damaged" name in the US and they are back. and is soon bringing Alfa Romeo with them. another company with an iffy history in the US and Alfa is being marketed as a upscale Luxury brand. So Why cant Buick?