Two brands will move further apart to establish Vauxhall as a more premium brand
3 August 2011

Vauxhalls may have to be more premium cars in future in order to separate them from stablemate Chevrolet’s products, according to CEO Nick Reilly.

Chevrolet has launched several new models in the past 18 months, including the Orlando MPV and Spark city car, prompting speculation that it may start competing with Vauxhall for sales in the future, damaging overall business for owner General Motors.

“Undoubtedly Chevrolet will move up the pecking order with the quality of new products that have been launched and which are planned for launch,” said Reilly. “Therefore it’s logical that we’d like to see the Opel/Vauxhall product range and company image move up accordingly to keep them separated.

"If we can do that, then that will allow us to get the transaction price of Vauxhall and Opels a little higher. That won’t happen overnight, though: we have to win comparison tests against our rivals and show our technical capabilities.”

However, Reilly stressed that current market analysis shows that only 1.5 per cent of Vauxhall/Opel buyers considered a Chevrolet as an alternative.

“Chevrolet is an American brand with its own reputation and a goal of always being priced below the mainstream,” said Reilly. “In contrast Opel and Vauxhall are very European brands, with reputations for German engineering and pushing the boundaries of innovation.

"Cars such as the Meriva and Ampera show that we can lead in areas of technology in a way that Chevrolet won’t. But what Chevrolet cars will always be is good value.”

Jim Holder

See all the latest Vauxhall reviews, news and video

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week

  • Lexus LC500
    Car review
    20 October 2017
    Futuristic Lexus LC coupé mixes the latest technology with an old-school atmospheric V8
  • Maserati Levante S GranSport
    First Drive
    20 October 2017
    Get ready to trade in your diesels: Maserati’s luxury SUV finally gets the engine it’s always needed
  • Jaguar XF Sportbrake TDV6
    First Drive
    19 October 2017
    The handsome Jaguar XF Sportbrake exhibits all the hallmarks that makes the saloon great, and with the silky smooth diesel V6 makes it a compelling choice
  • Volkswagen T-Roc TDI
    First Drive
    19 October 2017
    Volkswagen's new compact crossover has the looks, the engineering and the build quality to be a resounding success, but not with this diesel engine
  • BMW M550i
    First Drive
    19 October 2017
    The all-paw M550i is a fast, effortless mile-muncher, but there's a reason why it won't be sold in the UK