Opel Relies On Moderate Growth

2023 Author: Eric Donovan | [email protected]. Last modified: 2023-08-25 09:36

Opel is planning moderate growth this year. As sales director Peter Christian Küspert told the Autogazette, the car manufacturer has high goals and it is not enough to just want to stabilize the market share.

By Frank Mertens

The car manufacturer Opel is banking on growth this year despite the still difficult market situation. "Despite the continued tense sales situation in Europe, we intend to grow moderately this year," said Opel sales director Peter Christian Küspert at the Geneva Motor Show of the Autogazette. You have high goals and it is not enough to just want to stabilize your market share, said Küspert.

Our models are popular with customers

In the previous year, Opel was able to slightly increase its market share in Europe to 5.61 percent for the first time in 14 years, despite a declining overall market. "Our models are extremely well received by customers. We have 190,000 orders for the Opel Mokka and 70,000 for the Adam throughout Europe. This shows that our products are well received. That makes me confident about this year." At the same time, Küspert refers to the new generation of engines, including new, efficient three-cylinder engines that will soon make their debut in the Adam small car. "In addition, we are expanding our Adam model range with the Crossover Rocks, which opens up a new segment and will bring us new customers to the brand."

The new brand campaign "Umparken im Kopf" is also intended to contribute to further growth for Opel. Since February 21, the car manufacturer has been inviting customers to deal with prejudices about the Opel brand with advertising motifs and now also with TV spots.

"This campaign will help us that potential customers put their prejudices against the brand to the test and, if possible, revise them," said Küspert. He, too, admits the manager, had found the brand to be quite "dusty" before he took office at Opel. "But only until I got to know the new products," said Küspert. The Opel sales director expects the European car market to grow slightly this year. Küspert expects a market of "around three million vehicles" in Germany.

Concern due to the political situation in Ukraine

With regard to sales markets such as Russia, which are particularly important for the brand, Küspert is concerned about the politically tense situation in Ukraine. "Nobody knows whether the situation in Ukraine will escalate further - and what effects this will ultimately have," said Küspert.

Opel sold a total of more than 81,400 vehicles in Russia last year. General Motors (GM)’s Russia business has been integrated into GM Europe, GM’s European group, since January 1st. Until now, General Motors International Operations (GMIO), based in Shanghai, was responsible. For Opel, this step means a strengthening of its previous position on the Russian market.

Küspert has a similar wait and see about Turkey, one of the important growth markets for Opel. "Here, too, elections are imminent, and that goes hand in hand with uncertainties that make it difficult to forecast sales expectations."