Over the 2011 Detroit Auto Show, among the plans for expansion of the Opel brand overseas, General Motors confirmed that models like the Opel Astra will be back on the Australian car market, not as locally-badged Holden models, but as Opel European premium brand vehicles. The move could involve internal competition among the General Motors group, with models like the Chevrolet Cruze being overlooked for the Opel badge, but Opel head Nick Reilly claims that the European models will be headed for a different market segment, with customers unlikely to swap over from brand to another.

So far comments in Australia seem to welcome the move, and the return of European-built models like the Opel Astra and Opel Corsa (originally on the market as the Holden Barina) could prove to be extremely popular. We already analysed how the change from European-produced, Holden-Opel models to Korean-built ones was unwelcome, and how it damaged the brand on that market, and the announcement to bring back Opel models may well be celebrated by those wanting more choice in the European brand offering.

Rather than badging the models as Holdens, Opel will work alongside the Aussie brand, but will likely have its own standalone division and possible dedicated dealerships. Australian customers will have to expect to pay a premium for the Opel models though, as they will be priced in a different bracket from previous Holden branded models. They could prove to be more expensive than Volkswagen models, but will still be placed in front of Peugeot, Citroen, Renault and Alfa Romeo.

The expansion of the Opel brand worldwide is key to its survival, particularly at an international level, and the brand is planning new ventures in China, South America and the Middle East. Plans for the Australian market will likely be clouded somewhat by the history of the Holden brand, and will depend on the success of the premium brand label with past attempts not producing the profits expected. We’re hoping though that this time the move will be successful enough to discourage Opel from importing Korean-made Corsa’s and other models into Europe….

Source | Carsales.com.au

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