GM to position Opel (Vauxhall) upmarket

By chris #1, Posted: 5/12/2008

which only means brighter days ahead for saturn in turn.

I like the idea that GM is trying to cover all their bases in europe. opel for the mid market, chev in the lower market, and caddy in the upper market.

By Roy #2, Posted: 5/12/2008

As I'm sure Hector would point out, mass-market luxury is very hard to do (unless you're BMW and your 3-series outsells Ford's Mondeo in the UK). Since profit margins are much higher for luxury cars, it makes sense for brands to try to move upmarket. Even Hyundai is getting in on this act!
The thing that kills me is the General already has so many luxury brands it doesn't know what to do with them all (Buick?!). They really lack a cohesive brand strategy and it keeps coming back to bite them. Here are the chances they missed:
1, Launching Opel in China instead of Buick
2, Re-launching the new Europeanized Saturn as Opel in the US.
They have yet another chance now:
3, Phase out Vauxhall in the UK and other markets; replace it with Opel. Then follow suit in the US. Finally, launch Opel in China as a luxury brand.
Ta-da! Cohesive global branding! Amazing!

By RB #3, Posted: 5/12/2008

This may work in Europe for Opel - as it does tend to be regarded to be slightly upper market already. But with Vauxhall in the UK it reminds me what BMW tried to do to Rover (higher prices to move upmarket) and history has shown what happened there!

I think Vauxhall is a brand too well known in the UK to drop - you could probably get away with it for the new insignia but not on the bread and butter stuff - Corsa, Astra, Zafira etc - And I wouldnt rcomend having both Vauxhall and Opel again - been there -didnt work!!

Regarding segments I suspect Chris is right in that Chev is the lower end, Vaux/Opel mid but top end in europe ould have to be Saab (if they give them some new metal!) . When have you ever seen a caddy in the UK? - they are still seen as terrible US stuff or at the very best a mildly made over and ugly version of a Saab. Ie Caddy has a long way to go.

Being in Oz at the moment I think its been a mistake for Holden to badge chev/deo as Holden as they have probably devalued the Holden badge - but thats another issue

By Wizards Lore #4, Posted: 5/13/2008

Being in Oz at the moment I think its been a mistake for Holden to badge chev/deo as Holden as they have probably devalued the Holden badge - but thats another issue

i know...im here also and its a farce...perfectly good corsa and they rebadge a daewoo and call it a Barina ??
brilliant if slightly ore expensive Astra and they get another daewoo and call it a Viva ?
and lastly a 10 year old daewoo designed large sedan and they call it the epica ?
and then there is the Captiva

hahaha Holden have shot themseoves in the foot...if Ford get back brand confidence they have the products to cream all over holden...lucklily i love my toyotas...haha

Ford / Holden

new Falcon / commodore
focus / viva
fiesta / barina
territory / Captiva

By Wizards Lore #5, Posted: 5/13/2008

forgot on more.

mondeo / epica

By RB #6, Posted: 5/13/2008

Mind Ive seen loads and loads of Captivas in OZ - very popular. Have not driven one but the MAxx (also badged as a Vauxhall/Opel in Europe!!) looks ok and is quite nice inside.

I was not impressed when I drove the Territory - felt like a large old barge! - but they are popular here. Are they sold anywhere else??

I laughed at your Mondeo/epica - like chalk and cheese!!