#opel

The popular wisdom among folks in the auto-biz of my generation (1970s) is that Buick only exists because of China. Why didn’t GM kill Buick in America and keep it in China? The answer is obvious: you can’t sell your brand on its “Americanness” if it isn’t also sold in America to Americans. Buick then is a brand hunting for a mission. It’s also a brand hunting for fresh customers that don’t remember the Century and Skylark, two abominations firmly burnt into my mind. In attempt to solve these problems Buick has ditched their badge-engineering mantra and is rolling out new products targeted at folks from the 80s and 90s. Forced induction and a manual transmission aren’t new to Buick, but the possibility of a desirable small sedan from the triple-shield is earth shattering. Have they managed it? GM tossed us a set of keys to find out.

For decades, big corporate profits were blasted as a sign of greed, especially by unions. GM changed all that. When a sheep dipped GM, free of legacy finance costs, and not paying taxes due to losses a normal company would not have been able to carry over after a bankruptcy, declared a record $7.6 billion profit in 2011, chests of GM boosters swelled with pride, as if the profits had been theirs. A year later, there is $2.7 billion less to be proud of. GM’s European millstone, Opel, continues to drag the company down. Opel’s operative losses more than doubled to $1.8 billion for all of 2012.

Legs of RenCen executives must be covered with black and blue marks from kicking themselves daily for not unloading Opel when the German government offered to take the sick patient off GM’s hands. A deal, financed with $6 billion courtesy of German tax payers and a little petty cash from Russian bankers would have given GM a little money and an immediate end of the huge losses at Opel. Frankly, nobody in Germany had much hope for an Opel under Magna and the Russians either, it was seen as a hospice where to wheel the sick patient until it dies in silence, a la Saab.

At the last minute, GM changed its mind. Who made the ill-fated decision? Was Akerson for keeping Opel, or for getting rid of it?

Opel sales chief Matthias Seidl

The rebellion of German Opel dealers against a new, complicated and – in the dealers’ views – disastrous distribution system was victorious. Opel’s sales chief Matthias Seidl withdrew the discredited and disdained design. “Dealers succeeded with their demands for a simpler system,” writes Automobilwoche [sub].

Opel’s new CEO Karl-Thomas Neumann isn’t officially CEO yet, and he already is facing a rebellion of his troops. Opel dealers threaten to discontinue the brand if Opel won’t withdraw a new distribution system. The dealers say the system comes from where Neumann and Opel’s sales chief Matthias Seidl come from: From Volkswagen.

Not to anyone’s huge surprise, the Opel Supervisory Board today confirmed former Volkswagen exec Karl-Thomas Neumann as CEO of Opel. To make the job a little more interesting, “General Motors appointed Dr. Neumann president of GM Europe and GM vice president,” as a GM communique says. It continues that Neumann “will become a member of GM’s Executive Committee and is expected to play a key role in the global leadership of GM.”

Uh-oh: The price of doing car business in Germany is heading up, increasing pressure especially on Opel. “Germany’s IG Metall union may push a pay claim between 5 and 6.5 percent for about 100,000 workers at VW’s six western German factories” Bernd Osterloh, head of VW’s works council told Reuters today. What does this have to do with Opel, you say?

Germany’s metal worker union IG Metall proposed a new plan yesterday to solve the overcapacity at Opel without undue grief on its members: The union will agree to the closure of Opel’s Bochum plant, if Opel guarantees that no hobs will be lost until 2018. Reuters takes that as a tacit warming up to the inevitable, while demanding the seemingly impossible.

Industrial-strength theater

Yesterday evening, while yours truly was in seedy Tokyo bars, rubbing shoulders and more with paid informants, word reached us that Opel’s new sales chief Alfred Rieck allegedly threw-in the towel and left Opel in disgust, after only seven months of valiantly trying to move the damaged goods called Opel cars. After a few phone calls to Germany this morning, a different story emerged. Siehe unten.

Less than a day after PSA announced their new EMP2 modular platform for C and D Segment cars, TTAC was already questioning the health of the seemingly moribund GM-PSA alliance for medium and large-size cars. Now, we have an answer – Opel will be adopting EMP2.

Go get them, tiger!

So far, Steve Girsky, dispatched on a mission impossible to Deutschland to clean up Opel, has been dancing like a butterfly, no stinging involved. Apart from targeted leaks, and an announcement to stop making cars in Opel’s Bochum plant after 2016, which really did not surprise anyone, there were no big dispatches about the heroics of Steve the hatchet man, who was sent to the Old Country to stick it to the socialist metalworker Nazis. Today, and most likely after increasingly impatient prodding from Detroit, Steve took his gloves off, and a swing at some 20,000 unionized workers in Germany.

GM’s troubled European daughter Opel finally will get a more permanent CEO. As rumored since last year, it is the former Volkswagen manager Karl-Thomas Neumann. German Automobilwoche [sub] expects Neumann to be confirmed by Opel’s supervisory board on January 31.

The French government is pushing PSA Peugeot Citroen to buy Opel, says Le Monde, which claims to have its information from sources at the French Finance Ministry and in the entourage of France’s President Francois Hollande. Buying moribund Opel would allow PSA to stand up to “ogre Volkswagen” which “has chosen to eliminate PSA,” as an informant told the Paris paper.

Swedish clothing store H&M offers a generous 30-day return policy that urges customers to Buy It Now, Return It Later. Looks like Vauxhall will be following suit.