What is it?
Vauxhall has taken a long look at the sales success, profit potential and showroom durability of the current crop of sub-superminis – led by the Mini and Fiat 500 – and decided it badly needs a slice of the action to spruce up its small-car range and boost its bottom line.
The result is its chic new Adam, a 3.7-metre-long three-door hatchback that splits the difference between premium and mainstream, takes to the road this week and is expected in UK showrooms next March. Unlike the Mini and 500, however, it has no connection with the past. While working on the idea, Vauxhall rapidly recognised its immediate difficulty was that it lacked an iconic car from a bygone era that could provide the convenient Mini-style heritage to help justify higher prices.
Marketing men therefore decided on a three-pronged strategy to compensate. The first was to choose an off-the-wall name that would be easily remembered and would provide ‘cut-through’ in the market segment. The second was to pitch the car as all-modern, in contrast to its rivals. “Adam bucks the trend for retro-based design,” says the new Vauxhall’s launch document, “offering a fresh, bold, striking look.”
Third, it decided to give the Adam new levels of configurability. Within three fairly similar-priced trim levels – £11,255 Jam, £12,650 Glam and £13,150 Slam – the number of décor and option combinations for the Adam is “almost limitless”. For wheels alone, for example, buyers have a choice of 20 sizes and styles. There are also 12 body colours, three different interior treatments and an enormous selection of interior accents, headliners, mirror caps and even Extreme packs – simulated paint blots on mirrors and runs at the bottom of pillars.
Throw in an Urban pack (LEDs and chrome bits), a Style pack (coloured roof and shiny alloys) and a Technical Pack (connectivity and rear parking sensors) and you’ve got as much individuality as most buyers could ever dream of. Some say there are more than a million variables, but no one is counting.