GM brands Opel-Vauxhall and Buick to deepen their relationship with regards to new model developments
Richard Bremner Autocar
25 September 2013

Opel-Vauxhall and Buick will develop more joint-venture models in the future.

The two General Motors brands have confimed they will increase their commitment to new model collaboration.

Buick already sells versions of the Insignia (as the Regal) and Mokka (as the Encore), and GM has recently appointed Opel design director Mark Adams to head up both brands.

“My role is to make Buick and Opel work,” Adams told Autocar. “Some Buick and Opel models are quite close in terms of customer requirement, and the band width of both can grow. But the cars must look tailored for the brand. They won’t look badge-engineered.”

The Buick Riviera and Opel Monza concepts are cases in point; both are similarly proportioned two-door coupés but offering different executions.

The move to tighten the tie-up has been prompted in part by GM boss Dan Ackerson’s frustration over the Adam and Cascada’s non-compliance with US regulations.

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Comments
10

25 September 2013

I love Mark Adams' work; he's a very gifted designer. I love the latest-look Vauxhalls - the Insignia's the prettiest car in its class - and he even made a people carrier look interesting with the Zafira Tourer.

25 September 2013

.... the Verona being the Astra and the LaCrosse being based on the same platform as the Insignia. In fact only the big crossover they sell in the US is not an Opel underneath. In China however they still have the Daewoo based Excelle (Excelle GT is the same as Verona) the old US Century, the US based GL8 and the Holden Caprice based Royaeum.

Because of Opel already engineering so much LHD and RHD hardware I can't understand what GM are doing with Holden, especially launching a RHD version of the US only Malibu.

Hey ho, it is GM .... they think they can sell large luxury cars in Europe without diesels and saloons in the UK without RHD.

25 September 2013

The best thing GM could do is drop the Vauxhall branding in the UK, even Ireland has Opel badged GM models. Can't they understand they would sell much better with a German nameplate instead, or maybe re-badge the larger cars leaving Vauxhall as a semi-budget brand- let's be honest the current range of cars isn't bad, but so many people don't buy them because the grill has a griffin badge.

25 September 2013
SASHKO1 wrote:

Can't they understand they would sell much better with a German nameplate instead.

Not sure about that, arguments for and against. When I was growing up in 70's I can remember an Opel garage a few miles away from our local Vauxhall dealership. Bar a few cosmetic details, the Cavalier was the same car as the Ascona, the Chevette the same as the Cadet yet Opel sold their cars at a premium and as a result Vauxhall sold in vast numbers compared to Opel.

But have times changed? It's almost like the VW -v- Skoda scenario we have today, the head says Skoda but we buy the more expensive VW.

25 September 2013
SASHKO1 wrote:

The best thing GM could do is drop the Vauxhall branding in the UK, even Ireland has Opel badged GM models. Can't they understand they would sell much better with a German nameplate instead, or maybe re-badge the larger cars leaving Vauxhall as a semi-budget brand- let's be honest the current range of cars isn't bad, but so many people don't buy them because the grill has a griffin badge.

That's not going to happen anytime soon. Vauxhall is higher up the U.K.'s sales charts than the equivalent Opels are in Europe. And for the younger generation, such as myself, when we think 'Vauxhall' the questionable old cars never come to mind. The current cars are very competitive and have been for some time.

25 September 2013

I agree about the sales figures, but they're due almost entirely to bulk fleet sales, who I ask you buys a Vauxhall with their own money? Most people buy German or Japanese cars if they have to pay themselves.

25 September 2013

Might help the balance books for Opel as well if they can share the cost of development across another brand

25 September 2013

"But the cars must look tailored for the brand. They won’t look badge-engineered". Like all Vauxhalls, most Holdens and the Buick Regal are?!

Buick cars already share platforms with other GM products, so to me, this seems nothing more than an attempt to take the re-badging process even by giving further Opels some minor cosmetic changes (rather than just change the badge and grille) to turn them into Buicks, or vice versa (e.g Astra saloon to Buick Verano). One of the brands will be diluted. Each brand's car must remain unique looking, and the same should apply to Vauxhall and Holden too.

And I'm surprised the Cascada is not US compliant considering it's based on the Delta 2 platform which is not only underpins the Astra, but the also the Chevy Volt and Cruze and Buick Verano, while the engines are shared too. Has someone at GM dropped a proverbial?

26 September 2013

Smart move but they need to make it clear that in terms of brand identity, quality and identity, Vauxhall, Opel and Buick (or whichever brands remain) are the same. This should mean a clear move upmarket by Opel and Vauxhall so that they sit in the same place as Buick, relative to Chevrolet/Holden and Cadillac.

I guess it makes a Vauxhall/Opel about equal in stature to the likes of a Volvo, i.e. not a BMW/Mercedes/Audi and not a Chevrolet, Peugeot or Citroen (except DS models).

Perhaps suggest that all GM commercial vehicles should be sold under the GMC brand internationally

26 September 2013

How would an Opel or Vauxhall be equal in stature to a Volvo?Volvo is a premium marque & I highly doubt the typical Volvo buyer would even consider an Opel or Vauxhall when considering their next car,since Volvos are generally bought by more affluent people than BMW owners even.

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