Opel’s foray into the Australian market, which began in late October, 2012, has come to an end. Having sold just under 1600 vehicles in that time period, Opel has decided that the Australian market is not viable for its wares.
Australian outlet Drive interviewed Opel officials in Australia who claimed that Opel was unable to price itself competitively in the marketplace. Their Astra compact was simply too expensive to compete with offerings from other makers like Toyota, Mazda and Hyundai, whose compact cars are among Australia’s top sellers.
Opel’s launch also raised questions regarding internal competition with Holden, GM’s Australian arm. While Opel maintained that it would offer a “European brand experience“, the fact that Holden once offered the Astra did little to help clarify matters for Australian consumers.