General Motors took the step of killing off Chevrolet in Europe earlier this year, and has long attempted to position Opel and Vauxhall as mainstream but slightly more premium offerings (analogous to how Volkswagen was once marketed in the United States). And that makes news of a new line of budget cars all the more confusing.
Just-Auto reports that Opel and Vauxhall will launch two new budget models to attract customers who may have previously opted for Chevrolet cars. First is the new Viva, based on the next-generation Chevrolet Spark. A small SUV, set to rival the Dacia Duster, is also being considered.
Rather than aiming for a brand that specifically targets no-frills motoring, it appears that GM is aiming to emulate Skoda, which at least has some measure of style and chic appeal, even as it positions itself as a value brand. The new Viva looks to be a pretty stylish car, but the brand positioning appears to be contradictory. How can Opel and Vauxhall aspire to sell pseudo-premium sedans like the Insignia while also pushing a new line of budget cars? Then again, nobody can ever accuse GM of having a consistent or coherent brand strategy in Europe.