The all-new Vauxhall Adam is the car that, the firm hopes, will make it a 'cooler' brand. Vauxhall chairman Duncan Aldred describes the Adam as a car that will make people "reappraise how they would traditionally think of a Vauxhall."
Autocar interviewed Duncan Aldred to find out more about the thinking behind the Adam:
How important is this car for Vauxhall?
The Adam is very important from a brand and an image perspective, less so from a volume perspective. As well as a model to do very well in its own right, we are looking for it to have a halo spin across the company.
Did you look at the Mini and the Fiat 500 when you were creating the Adam?
Those vehicles have paved the way and they have shown that today’s consumer wants — above and beyond anything else — individuality. What we believe we’ve delivered with Adam is personalisation options that are beyond anything that sits in the marketplace today.