GM, Saturns and Opels

By: Dave Leggett - 19 December 2005 14:30

I just noticed an interesting discussion forum that considers the idea of GM selling European-made cars in the US under the Saturn brand (or through the Saturn network perhaps, the cars retained as Opels). With the Opel/Vauxhall Astra doing so well in Europe, it is perhaps not such a bad idea intuitively although capacity, cost and exchange rate considerations might make it unattractive in the short-term. But the cars would have to be true Europeans in product terms I reckon and they could perhaps appeal in the US as European spec cars, even if they were actually made outside of Europe (Brazil?) to get cost down. Saturn sales still look lacklustre.

Opel for America?

Comments on this blog post

Great idea, but it won't fly because of past experience. GMNA has equated small cars with cheap cars. The first generation Mantas and Asconas were great cars but Buick was not the right avenue to market them. Suzuki/Isuzu Geos and Daewoo LeMans were entry level models with no upward plans. Ford's experience with Merkurs would be used as an example. Opels could successfully augment Saab, or boost Saturn's image that seems stagnant. Unfortunately GMNA does not understand the halo effect that a junior Audi A4 or BMW 3 rival could create.

Louis Fourie, Canada