When PSA (now Stellantis) acquired Opel in March 2017, its CEO Carlos Tavares didn’t hide his irritation at the dire situation of the lightning brand. Losses had been constant for twenty years, due in particular to the millions of fines paid for excess CO2 emissions. He played a spectacular game of musical chairs and recently appointed Florian Huettl as head of the German brand. The new boss learned his skills in competition, at Ford, Volkswagen and – like Carlos Tavares – Renaultbefore holding various positions at Opel.
Become profitable
It is known that since 2018, Opel’s finances have gradually recovered despite an inflation rate that has had a huge impact, and the lack of semiconductors. But this is not the only subject of satisfaction for the new boss: “Our market share has increased. Certainly not spectacularly, from 4.1 to 4.2%, but it has progressed and that is the main thing. Moreover, it is 4.7% for electric vehicles, and in the field of electric utilities, we are simply leaders with a market share of 17%”. Electricity, the word is out and it is one of the most important…
“My motto can be summed up in three words: electricity, portfolio, international. For the portfolio, it’s obvious, Opel has become profitable, but there is no question of resting on its laurels, because there is still work to do. Internationally, we want to conquer new markets. It is true that outside of Europe, sales are quite anecdotal, except in Turkey, Egypt and Morocco. »
There remains the main course, electrification…
Two thirds of new buyers
It was in 2017, as part of the Reboot recovery program, that Opel decided to embark on the electric adventure, so well before there was talk of an upcoming obligation to abandon the heat engine. “We expected it and we took the lead. Our timetable is clear, we already have twelve electrified models in the catalogue, including the hybrids rechargeable. In 2024, all models will have an electric version, and in 2028 we will only produce zero-emission cars”.
One of the important problems of electric car, that is its price. The boss is aware of this: “We are working on solutions such as giving batteries a second life or setting up a rental system. It is encouraging to see that two-thirds of the buyers of our electric models are new customers.” Opel also relies heavily on online sales: “It is developing slowly, but there are countries where online sales already account for 20% of purchases”.
Opel has announced three world premieres for the Brussels Motor Show, which will take place in January 2023: the Grandland GSe, l’Astra Sport Tourer GSe and a new battery for the Astra. We remember the legendary Opel Commodore GSE and Monza GSE. Today, of course, the E stands for electric, but the DNA of the series remains the same. To be seen at the Salon. Waiting maybe one day Blanket-e GSe whose prototype made a lot of noise but whose marketing is not for tomorrow!
Electrical novelties
Following the promise to only offer 100% electric models by 2028, what does Opel’s timetable have in store for us? In 2023, it is first the compact Astra which will be equipped with a 100% electric version, unveiled in the spring. Then will follow the “sporty” GSe variants of the Grandland and the Astra, already unveiled and expected in Brussels in January. In 2024, the currently suspended Insignia is set to be reborn as a family SUV or an electrified lifted sedan. Like the Citroën C5X, with which it will share its foundations. In 2025, still electric, the blitz brand should revive the appellation Manta ! It would take the form of a 100% electric crossover.
GSe, an ode to sportsmanship
GS/E, for Grand Sport Einspritzung (injection) used to designate the sportiest versions of Opel models. Appearing on the Commodore A in 1970, it was declined on the Monza A2 coupé in 1983, inflating the performance of the engine and dressing the bodywork and the cabin with sporting attributes. The brand had taken it out of the closet in 2021, to affix it to a concept of Manta A converted to electric, the Manta GSe ElektroMod. The E now stands for “electric”, and will eventually cap all electric or plug-in hybrid models of the brand. From Corsa to Mokka! Opel capitalizes here on its old models and on the nostalgia they provide to make known to all its new “sporty” label.
