Dense Atmosphere at Opel Site
In the automotive world, Opel is making waves with its latest offering – the new Grandland. Available as both an electric variant and a hybrid, the car can be yours for around 130 euros per month for the electric version and 120 euros per month for the hybrid, marking a significant discount for potential buyers.
This aggressive pricing strategy, as an Opel employee described it, is part of a broader repositioning effort under the leadership of Marketing Manager Huettl, who took over the sales and marketing leadership of Opel in early 2022.
Profitable growth is Opel's top priority, as emphasised by the German business magazine "Manager Magazin". However, the road to profitability has not been without challenges. The end of fuel cell development at Opel, a cost-cutting measure under Huettl, affected 130 engineers.
The changes at Opel have not gone unnoticed. Carlos Tavares, former Stellantis boss, is reported to have made significant changes at the brand, with some claiming he has destroyed much at Opel. Tavares' successor, Antonio Filosa, now leads Opel within the multinational company Stellantis.
Despite these changes, Opel's global sales in 2024 are expected to reach around 600,000 new cars. This figure represents a significant decline compared to sales in the 1990s in Germany. Furthermore, Opel lags behind other Stellantis brands like Peugeot, Citroën, Chrysler, Jeep, and Fiat, each having stronger market bases in their respective regions.
The future investment in the Opel brand remains uncertain. While Opel was ranked seventh in Germany in the first half of the year, it is unclear whether and to what extent Huettl can invest in the Opel brand under Filosa.
In terms of marketing, Opel awarded its advertising budget to Jung von Matt following a pitch in 2022. For media, Stellantis, Opel's parent company, relies on Publicis Media. The new Grandland is available not only on dealership lots but also on online platforms.
As Opel navigates these changes, it continues to strive for profitable growth and competitiveness in the ever-evolving automotive market.
