Should Vauxhall rebrand as Opel?

[I Rosputnik]

Just something I've wondered about for a while now considering the current line up of Vauxhall cars are Opels.

Here's a little background on the issue. (It's from 2009, but relevant.)

[MagnetON]

Already are Opel here in ROI

[I Rosputnik]

Originally Posted by MagnetON

Already are Opel here in ROI

Was it Vauxhall in the beginning? If so when did it rebrand?

[MagnetON]

Originally Posted by I Rosputnik

Was it Vauxhall in the beginning? If so when did it rebrand?

Haven't a clue, it's been Opel since I got here 15 years ago

[davyboy]

Yes Vauxhall and Opel used to be sold as separate brands in Ireland. If memory serves me right, that stopped in the early 1980s and it was only Opel that was marketed. I have never understood why it continues to be Vauxhall in the UK and Opel everywhere else, but somebody told me some time ago that it was to do with the British-German thing... i.e. superseding a British brand for a German one wouldn't go down well. Seems bonkers to me if that's the reason... but just as bonkers to continue with Vauxhall in the UK only.

[deley]

Should Vauxhall rebrand as Opel?
No.

[davyboy]

Originally Posted by deley

Should Vauxhall rebrand as Opel?
No.

OK, maybe you could explain why ?

[garcon]

It's all about marketing.

I would like the Vauxhall name to remain in the UK. In fact I preferred it in the 80s, when the ordinary mass market stuff was badged Vauxhall (Shove-it, Cavalier etc.) and the higher end sports and luxury cars were Opels (Manta, Monza, Senator).

But then it got confused when Opel started importing the Kadett and Ascona.

More important than Vauxhall vs Opel badging, the future may see a European Vauxhall Opel company devolved from GM. It would be interesting to see how such a company might do, released from the grip of GM US debt.

[I Rosputnik]

Originally Posted by garcon

It's all about marketing.

I would like the Vauxhall name to remain in the UK. In fact I preferred it in the 80s, when the ordinary mass market stuff was badged Vauxhall (Shove-it, Cavalier etc.) and the higher end sports and luxury cars were Opels (Manta, Monza, Senator).

But then it got confused when Opel started importing the Kadett and Ascona.

More important than Vauxhall vs Opel badging, the future may see a European Vauxhall Opel company devolved from GM. It would be interesting to see how such a company might do, released from the grip of GM US debt.

Vauxhall develops it's own budget cars while Opel moves in along side and imports upmarket cars. Could work when you look at how the Dacia/Renault branding works. However the issue with that is if it competes with Chevrolet. GM were trying to move the two brands to different parts of the market to prevent them from competing against each other. If GM let go of Opel/Vauxhall and the new owners start making dents in the brands GM still own I would be worried if GM made the new owners lives a living hell. (See Saab)

Still, if GM lets goes of Opel, it would be nice to see Opels being Opels and Vauxhalls being Vauxhalls rather then Opels and Vauxhalls being Opels.

[davyboy]

Originally Posted by garcon

It's all about marketing.

I would like the Vauxhall name to remain in the UK. In fact I preferred it in the 80s, when the ordinary mass market stuff was badged Vauxhall (Shove-it, Cavalier etc.) and the higher end sports and luxury cars were Opels (Manta, Monza, Senator).

But then it got confused when Opel started importing the Kadett and Ascona.

More important than Vauxhall vs Opel badging, the future may see a European Vauxhall Opel company devolved from GM. It would be interesting to see how such a company might do, released from the grip of GM US debt.

"It's all about marketing"

That doesn't really explain why in 2012 the same cars would be branded Vauxhall only in the UK and Opel everywhere else. I grant you that in the past that the branding was a complete dogs dinner and that problem wasn't just confined to GM-Europe.

[davyboy]

Originally Posted by I Rosputnik

Vauxhall develops it's own budget cars while Opel moves in along side and imports upmarket cars. Could work when you look at how the Dacia/Renault branding works. However the issue with that is if it competes with Chevrolet. GM were trying to move the two brands to different parts of the market to prevent them from competing against each other. If GM let go of Opel/Vauxhall and the new owners start making dents in the brands GM still own I would be worried if GM made the new owners lives a living hell. (See Saab)

Still, if GM lets goes of Opel, it would be nice to see Opels being Opels and Vauxhalls being Vauxhalls rather then Opels and Vauxhalls being Opels.

But Vauxhall's only known in Britain... and furthermore, it has exactly the same brand perception as Opel everywhere else. It would be a serious error to attempt to devalue one mass market brand [for no good reason] and elevate another [a truly gargantuan challenge that could take a decade or more]. I can't ever see that happening.

[garcon]

Originally Posted by davyboy

But Vauxhall's only known in Britain... and furthermore, it has exactly the same brand perception as Opel everywhere else. It would be a serious error to attempt to devalue one mass market brand [for no good reason] and elevate another [a truly gargantuan challenge that could take a decade or more]. I can't ever see that happening.

You're probably right.

But that just shows that GM's manipulation of the brands permanently damaged the status of Opel, if not in Europe then at least in the UK. Prior to that, Opel was a German marque considered by many alongside the likes of BMW and - at the time - above Audi.

[johngee]

I'm surprised that nobody has pointed out that Opel has fewer letters on the badge than Vauxhall, thus saving on metal/plastic. Since bean counters rule, that a good cost saving opportunity?

[davyboy]

Originally Posted by garcon

Prior to that, Opel was a German marque considered by many alongside the likes of BMW and - at the time - above Audi.

Yep, I'd agree with that. Growing up my dad had several Opel Rekords... they were excellent family cars. There was something slightly cooler about them compared with their Vauxhall alter egos of the time. They were as strong as hell too. I also had 3 Opel Mantas myself and loved them as well. But that was the past... today they're exactly the same car, made in the same plants on the same production lines... the only difference being the being the lettering on the badge... literally !

[DS"]

Originally Posted by garcon

You're probably right.

But that just shows that GM's manipulation of the brands permanently damaged the status of Opel, if not in Europe then at least in the UK. Prior to that, Opel was a German marque considered by many alongside the likes of BMW and - at the time - above Audi.

Really? In Germany, Opel had already a bad reputation since the 90's, because of the alledged poor quality of some cars. Although we had a Vectra A until 1998, and I don't remember any lack of quality. On the other hand, my father chose to buy the cheaper Mazda 626 afterwards, instead of an Opel Astra.

But I really don't think that Opel was ever at par with BMW or Audi. Because Opel is first and foremost a working class marque, whereas BMW and Audi are more upper middle class marques.