Chairman of the Board of Adam Opel AG and President of GM Europe Dr. Karl Thomas Neumann has said the automaker must find a way to further differentiate the Opel and Vauxhall brands from that of Chevrolet in the European market. The remarks by Neumann echo that of GM CEO Dan Akerson, who last week described the overlap between the two brands as “confusing”.
“There is a lot of scope to improve the market positioning of Opel and Chevrolet,” Neumann told InAuto News. “To better reach out to our target groups, we must separate the brands more clearly from one another. We are working on that.”
Akerson said the overlap between the two marques was reminiscent of “retro GM” when their lineup was littered with seemingly pointless, overlapping brands.
GM has attempted to market Chevy as the entry level brand while shifting Opel upmarket, much like Buick in North America. However, consumers reportedly still view the brands in a similar light.