GM to position Opel (Vauxhall) upmarket
GM plans to reposition the Opel brand in Europe by emphasizing Opel's design and engineering prowess based on its German heritage, but marketing isn't the only strategy being undertaken to achieve this. Product development and pricing will also be used to affirm Opel's slightly more upmarket status, and the shift in brand direction will raise the prices for Opel cars - not to the level of other German marques, such as Mercedes and BMW - but by around 1-3%.
New models being developed for Opel also include several hybrid options and the massive investment from GM into the German brand should see its dwindling sales pick up eventually. GM has assured it is not trying to reinvent the brand, but rather re-emphasize certain aspects of the manufacturer's heritage and capabilities, according to Automotive News.
Opel will also release two electric vehicles using GM's E-Flex architecture, which should also help sales pick up from their current decline.