Too Much Capacity, Too Little Sales, Too Late For Opel?

Bertel Schmitt
by Bertel Schmitt

If GM’s Opel would have a jobs bank, its accounts would be bulging. Opel has far too much capacity for far too little sales. The situation at Opel “is more dramatic than thought,” writes Germany’s Focus Magazin. The magazine got is hands on confidential production plan (most likely leaked by interested parties,) and the numbers are horrific.

Capacity ultilization at Opel (Focus Magazine)

Ellesmere Port55%Luton57%Zaragoza59%Gliwice62%Rüsselsheim65%Eisenach66%Bochum77%Average63%

Only 65 percent of the capacity in Rüsselsheim is utilized, the plan says. In some Opel factories there is even less work.

Opel wants to build one million cars in 2012, but has capacities for 1.6 million. This is a capacity utilization of 63 percent. If Opel sales continue on their downward trajectory, capacity utilization of 50 percent could become reality. In the business, capacity utilization below 80 percent is a sign for losing money.

Opel will have to close at least one plant in Europe, possibly two if the scale effect of the alliance with PSA are supposed to be realized. Through 2014, plant closures and firings are impossible, due to a contract with the unions. After 2014, plant closures and firings will cost a lot of money. The unions already threaten to withdraw their restructuring contribution of $340 million per year. “We won’t pay for our own funeral,” Opel’ s works council chief Rainer Einenkel to Focus. Careful, Walter: The restructuring contribution appears to be part of the contract that forbids plant closures …

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Thornmark Thornmark on May 13, 2012

    Wither Opel, wither GM. Germany has three superlative auto companies, Daimler, BMW, and Volkswagen/Porsche. And then there's Opel. Not in the same class as above but integral in designing GM products. Opel, can't live live it, can't live w/o it.

  • Wstarvingteacher Wstarvingteacher on May 13, 2012

    I remember paying $600 to change a slave cylinder in my Saturn Vue (made by Opel) because they had to drop a bell housing and a similar amount for a computer because they had to disassemble a dash. Europe in America was for me a disastrous experience. Sorry for the workers but I cannot work up a tear for Opel.

    • See 8 previous
    • Doctor olds Doctor olds on May 15, 2012

      @highdesertcat- Facts of 2007 and the first 3/4 of 2008 went out the window with the financial collapse that dragged most automakers to record losses, including vaunted Toyota. You write of interpretation of facts, but do not seem to accept what the facts really are. Despite “stale products”, fall out of the disastrous events of bankruptcy, GM still made $1.7B in North America last quarter and exceeded analyst’s expectations with $1B net after overseas losses and special charges. They have over $30B in cash. They sell more vehicles globally than any other maker, hardly support for the notion that nobody wants to buy them. They are on the verge of rolling out a broad array of new vehicles and powertrains, with the product pipeline just starting to flow again. Volt/Ampera is recognized in Europe as the leader in innovation the vehicle really is, untainted by the political distortion around it, and GM here. As for “repaying” your debt, I am surprised at your continued whining about your personal $3.95 that MAY someday be added to the $14T in US debt, depending on the stock sale price. At the moment, it is a paper loss on undervalued stock. Several facts should be emphasized here: GM generated net profit of $1.7B in North America last quarter. GM generated operating profit of $9.2B in 2011, a record for GM and among the top 3-4 most profitable years for any auto company, ever. GM has enjoyed 9 straight quarters of improving profitability in the shadow of a politically charged, ugly bankruptcy and a still weak US auto market. Time will tell whether the company’s current success can be sustained. The global auto business is very, very tough, but the evidence today is a resounding YES, in the factual measures that matter: Cash,Sales & Profits! GM is strong, and getting stronger.

  • Dave M. Dave M. on May 13, 2012

    "Buick has literally becoming Opel US with its offerings" Oddly enough, I stopped by a GMC/Buick dealer today just to check out their latest offerings. I don't see a damn thing Buick makes that interests me. And from the lack of new Buicks on the road, others feel the same. Why did they save Buick over Saturn or Pontiac? Oh, that's right, China sales....

    • Type57SC Type57SC on May 14, 2012

      and BPG dealers without a B and a P would have been even more unsustainable, so there's another band of dealers getting congress to use political power as the grassroots level to "adjust" the contract rejection powers of bankruptcy.

  • Chicagoland Chicagoland on May 14, 2012

    Saturn and Pontiacs were just badge jobs of Opels too. Get over it. And the G8 was not profitable, no matter what purists say. Same with Solstace. "But Pontiac was on a roll" Yeah to the grave. Purists go on and on about how "great" Europe is, but ignore the real problems over there. Always hear "GM should just import Opels", etc for decades. Well, look at the overcapacity. It should be Europe that bails out Opel/Vauxhall, it's their social issue of 'lifetime employment'. And don't think it will never happen to precious BMW/Benz/VW. They will send jobs away, to. Purists will just be glad 'my car was designed by Germans'. pffft

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