Currently reading: Vauxhall and Opel to improve brand image
Opel is bidding to overcome the “ambivalence problem” that it currently faces with UK car buyers

Both Vauxhall and Opel need to improve their brand image, according to Vauxhall managing director Tim Tozer and Opel-Vauxhall design chief Mark Adams. 

Adams said he believes Vauxhall and Opel products are now very good, but public perception has yet to catch up. “With Vauxhall, we have to get the brand image back,” he said.

“We lost it in the ’90s, but now there’s a consistency to the product. My mid-term Utopia is to equal brand image with product, and it’s the same with Opel.”

Opel has faced “prejudice” in Germany, said Tozer, whereas Vauxhall’s issue is “an ambivalence problem, but the design language is coming together, and from that platform, we have to strike resonance with the UK market”.

Adams didn’t rule out the idea of a halo car, but one won’t arrive any time soon. He said: “We have had to do the core cars first, then the more interesting ones, and we have had to get sustainably profitable. So this sort of car is not right now, it’s not next year, but it could happen in the future.”

Tozer echoed Adams’ point: “To get to a point where we can do more tangential stuff, we need the 80 per cent foundation before we can play with the 20 per cent above.”

Reviving Vauxhall’s image will involve a return to UK-specific marketing, instead of the Opel-based material used today. “Vauxhall is a part of the fabric of Britain,” said Tozer.

“From now on, we won’t be cut and pasting Opel ads.”

Tozer is currently in the process of appointing a brand marketing director for Vauxhall to take control of the firm’s “creative messaging”.

Dan Stevens

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simonali 10 January 2015

I like Vauxhalls

...and have owned a few in the past, but their main drawback for me is the catastrophic depreciation. How you go about fixing that, I have no idea. The wife currently has one but, unlike me, she tends to keep her cars for many years and so the depreciation becomes less of an issue.
centenary 10 January 2015

Some rubbish comments here.

Some rubbish comments here. If Vauxhall isn't in the list of cars you'd buy, you'd probably be someone who'd be looking to buy a premium brand car. So, no matter what they do, they wouldn't make the 'list.'

The only thing wrong with Vauxhalls (apart from people's badge snobbery) is their current poor engine line up. They just arent economical, are high VED banded and need an expensive cambelt change every 4 years.

As has been mentioned, their adverts have been rubbish for years too.

Lover of cars 9 January 2015

What DO they stand for?

I'm so old I remember Vauxhalls like the Ventora and VX 4/90 with distinctive strakes or fluting diagonally across the bonnet. Not great but distinctly British. They lost that separate look with the GM world cars - so the Chevette didn't have it, but some great cars did come along - Chevette HS, Firenza droop snoot (and does anyone recall Big Bertha?) and the dealers themselves went into racing and rallying. And were good at it. Then they became dull cars, not aspirational at all, (the same happened to Ford, which was THE brand when I was a kid) and sadly Vauxhalls now are just badge engineered Opels, themselves a no-name brand, yet I remember the Ascona 400 and Manta Turbo being truly desirable. And the Senator. This blandness fate with cheap plastic overlay has come to all the GM brands in the USA as well, even Cadillac. I think Pontiac and Oldsmobile have been laid to rest; perhaps Buick is next. Does anyone remember SAAB? I'd hate to see Vauxhall go but badge snobs won't buy them and unless they are super cheap I think the best they can hope for is to be like Ford - great press, great past, poor future.