Opel-Vauxhall will need more “flagship” models, at least one of them positioned above Insignia, if it is to achieve the improved brand-image its new management seeks, according to group CEO Karl-Friedrich Stracke.
Speaking in Frankfurt last week, Stracke made it clear, however, that any discussion of a range expansion would have to wait until four other “white space” models the company is about to launch — the Ampera range extender, the Mokka B-segment SUV, the “Junior” city car and a new luxury convertible — were well established in the market.
“I believe we need a top of the line car,” says Stracke, “to be positioned in the luxury segment. The Insignia car has done a great job of showing we can make premium-like products, but establishing ourselves properly in this territory will be a long journey.
“We would also benefit from launching a large crossover, something to fight the BMW X5 and Mercedes ML, and possibly another roadster — a car with a deeper connection into the company than the Opel-Vauxhall VX220 (which everyone knows was a Lotus underneath) and the Opel Speedster that came from the Pontiac Solstice and Saturn Sky.”
Stracke believes the way to improve a brand is through better products and customer service. “It is not easy,” he says, “but if you can do it the image comes along, too. The way to succeed is to build the best cars in each class, even against VW and Ford. It’s a tough assignment, but we think we know how to do it.”
Join the debate
Add your comment
Re: Stracke: “Vauxhall needs flagships”
Anything larger than an Insignia on British roads would require a 'wide load' sticker on the back and flashing lights.
Vauxhall had cars that gave them image, the Carlton, Senator, Omega etc. They cut them because they claimed they didn't sell. If they couldn't sell them against BMW/AUDI/Merc then what on earth do they think will? People won't buy an expensive Vauxhall because it loses too much money in depreciation.
And yes, the Germans do think OPEL is pants as the British do with Vauxhall. It seems over there private money goes on VAG group and it's companies that buy OPEL...
Re: Stracke: “Vauxhall needs flagships”
Using the top 10 figures, the Vauxhall cars fleet percentage is 63% for BMW it's 68% i.e. higher percentage of sales going to fleet.
If you were to add the 1 series the figure for BMW would probably be higher, and the figure for Vauxhall would be lower if you were to add the Meriva and Zafira.
Re: Stracke: “Vauxhall needs flagships”
Bin Vauxhall, which in my head is still the Viva's and Carltons my dad had in the 70's & 80's and the countless repmobiles that were exchanged for BMW's in the 90's. At least Opel has the Germanicness to it, that 'might' add to perceived quality. I think a point already raised about renaming the whole operation Saab, would have been the best idea but it seems GM only know how to churn out domestic appliances.