Opel is General Motors money-losing brand in Europe. The company, Adam Opel AG, has lost money continuously since 1999, and the car buyers are avoiding the brand. For how much longer will this old and traditional brand survive?

GM Shares Hit All-Time Low as Opel continues to struggle

Here's a few quotations from an interesting article at National legal and policy center:

General Motors' stock hit an all-time low today of $31 and change.

The media, as well, hyped the IPO and practically proclaimed the Chevy Volt as being a savior for GM. Neither the stock performance nor the Volt is living up to expectations. The risks now are greater than ever.

GM's European division, Opel, continues to struggle and weigh on profitability. It may take a while, if at all, for Opel to become profitable.

Chevy Volt undercuts Opel Ampera on price

I have reported earlier that GM is losing it's patient with Opel and I asked the question how long GM will keep Opel and maybe one option is to replace Opel with Chevrolet. Today it became known that GM will sell the Chevrolet Volt 1000 euro cheaper in Europe than the price set on the Opel Ampera. If GM really wants Opel to succeed, then the general wouldn't undercut the price on the Ampera, or what?

Here's what the Independent writes:
The Chevrolet Volt will go on sale in Europe at a price cheaper than that of its rebadged cousin the Opel Ampera, General Motors has announced.
AllCarsElectric's Antony Ingram said that the most obvious difference is in the styling, with the Volt clearly a Chevrolet but the Ampera looking like no other current Opel and featuring a far more distinctive front.

Apart from some further interior cosmetic alterations, the rest of the car is essentially the same, leading Motorward to comment that it's getting hard to understand Chevrolet's pricing policy for the Volt.

Same old shit, different wrapping and different price tags.

The Wall Street Journal: Opel is one of the worst players in Europe

In a recent news analysis, The Wall Street Journal calls Opel one of the worst player in Europe:

"This is one of the worst players in Europe, which is already the worst car market in the world."

And the article continues:
GM Europe President Nick Reilly faces high costs in trying to revive Opel.

The state of Opel according to Morgan Stanley analyst Adam Jonas:
"Opel is worse than you think it is'' 

And as previously reported Europe is GM's only money-losing region:
GM Europe incurred a loss of $1.8 billion in 2010, GM's only region to be unprofitable as the auto maker last week reported its largest annual profit in more than a decade.

 And Opel will remain a money burner:
Mr. Jonas estimates Opel will remain a drain on its parent even when profitable because of a large cash requirement and high operating costs. Even if Opel were to report a slim profit, it would probably continue to burn cash, he said. 


The Opel Corsa flopped in Germany

The Opel Corsa sales in Germany was shattered in 2010 compared to 2009:

2009: 381,687 units
2010: 269,061 units

That's a decrease of 30 per cent!

Opel is a head ache for GM

2011 turned out to be a good year for GM, when you disregard their European subsidiary Adam Opel AG. Here's a few words from The Detroit News:

GM's gains in emerging markets, however, have been dampened by its troubles in Europe, where its losses deepened last year.
"Their biggest problem child is undoubtedly Europe," said Mike Robinet, an analyst with IHS Automotive in Northville.

Opel expects to lose another 500 millioner euro in 2011

GM's subsidiary, Adam Opel AG, expects to live up to it's money-losing reputation also in 2011. According to news reports, Opel's CEO Nick Reilly, is aiming at a loss of 500 million euro for 2011.

Now that GM once again is owned to a large part by private investors, how long will they sit by and watch their money wash away?

The Opel Corsa has a problem with the brakes

According to Autobild, the Opel Corsa has a problem with the brakes:

The Opel Corsa D model years 2007 to 2009, has a problem that could lead to the brakes being engaged permanently and the brake rotors overheat. The cause is a plastic bearing in the pedal rack that deforms when the foot well is heated by the car's heating and ventilation system, and this prevents the brake pedal from returning to the starting position. The fault is not safety related, claims Opel spokesman Manfred Daun.

If my brakes overheat, I would call it a safety problem!

Dump Opel and be rich

The Truth About Cars writes that without Opel, GM would be rich:
Opel is up to its eyeballs in losses.
[...]
With 8,000 jobs to go and to be paid off, there will be monstrous losses in 2011. Who knows what will happen in 2012.

If it wouldn’t be for Opel, GM would be in  hog heaven. Back home, GM makes money. In China, GM sells more cars than ever.  Everything divvy in South America  and the rest of the world.  [...] Buyers of stock are looking at future performance, and the cash drain of Opel will have a serious effect on the take from the IPO.



One of the suitors from last year, Thomas Stallkamp of Ripplewood Holding, had the following to say about Opel's current situation:

If you dig into the numbers, they still have a problem in Europe. They are doing worse than when we looked at them two years ago, and it’s going to take a lot of cash to fix Opel. That’s my concern on the IPO.
So GM has two alternatives: Keep pumping money into the big black Opel hole, or get rid of Opel and be rich!

Opel's dream is just a dream

Opel has a dream. A dream to expand the brand to new markets. But just how realistic is this dream? Stern gives us some answers:
Now Opel wants to expand to China from 2011, and then to Israel, South Africa, Australia, Chile, Argentina and the Middle East.


So Opel is relying on new markets to increase the sales. Markets like Russia and China. But on these markets GM already has strong brands:
For years, GM has stopped Opel from investing outside Europe and instead made the Chevrolet and Buick brands strong in China, Russia or Brazil.

So the big question is; Why would GM now let Opel invest in these new markets at the expense of the other GM brands?
"If we go to Asia and especially China, it will happen at the expense of Chevrolet. So just how much freedom to act will GM give us?" asks a concerned management source.

And so the dream was just a dream....

Exit Opel, enter Chevrolet?

Last week it became known that GM is replacing the Daewoo brand with Chevrolet in Asia. A couple of years ago GM did the same with Daewoo in Europe. Soon Daewoo will be history as a brand. The brand that replaces Daewoo, Chevrolet, is GM biggest brand by far, with 4,5 million cars sold in 2010. So how much more bad news from Europe and Opel is GM willing to take before they also replace the Opel name with Chevrolet? Remember that with the Opel Ampera GM will introduce a Chevy in Opel's line up. And this car is more or less the future of GM/Opel.

One thing is for sure, Opel as a brand name is tainted. What does Opel stand for anyway? Bad design? Bad quality? Rust? Old man's car? Take your pick. What is clear is that there aren't much positive vibes connected to the Opel name any more

At Opel the fear of doomsday is back

Opel is still under pressure:

Parent company General Motors is back in the hands of private investors, and that's a promise of nothing good for Opel, according to the Financial Times Germany. Now Opel must make a profit or perish in the attempt.

GM increases the pressure on Opel

How long will GM sit and watch Opel burn through the general's money?


The losses at Opel leaves the American parent company GM with resentment. The chief strategist said in an interview that the European subsidiary must soon show profits and present ideas on how this goal is achieved.

A German analysis: How long will GM keep Opel?

Here's an interesting German analysis of the situation at GM and Opel.
In one of the brightest moments in the history of General Motors , it is pitch-dark at Opel.
The fear is back in Rüsselsheim. Opel barely survived the severe economic crisis. The threat of insolvency, the tough negotiations for a new owner, the haggling over government aid has damaged the image of GM's heavy. Opel's loss swells to 1.4 billion euros in 2010, the market share in Germany decreased from 8.5 to 7.5 percent. In 1995 Opel's market share was twice as big.

Desperate GM hires Axis to turn Opel around

Apparently GM does not like watching money pour out of Opel as sales decline. Now GM has hired Axis to turn the money-losing company around:

General Motors Co. hired consulting firm Alix Partners to speed up the turnaround of its troubled European Opel and Vauxhall brands, according to a person familiar with the matter.

GM Europe (i.e. Opel) is GM's only money losing region:

GM Europe posted a $559 million loss in last year's third quarter and $1.2 billion loss in the January-to-September period, making it the firm's only money-losing region.

Opel, can you hear the bells chiming?

Opel's blood red financial statments

Opel is a money losing company. No doubt about it. The car manufacturer hasn't made money in over eight years!

Opel macht seit 2003 nur noch Verlust (Opel has from 2003 only lost money.)


But I am afraid that loss was a well know reality long before 2003. Here's the number from the nineties:
1993: -571 million Deutsche Mark
1997: -228 million Deutsche Mark
2000: -835 million Deutsche Mark

Opel is Germany’s top discounter as sales fall

From Businessweek:
General Motors Co.’s money-losing Opel brand overtook Fiat SpA with the steepest discounts in Germany last month as the unit seeks to halt a drop in sales.



Big discounts = no margin

“The Opel brand, which was already weakened by quality issues, has suffered considerable damage in the year-and-a-half- long aid pursuit,” said Stefan Bratzel, director of the Center of Automotive Research at the University of Applied Sciences in Bergisch Gladbach, Germany.
Bad quality = dissatisfied owners

“The only way for Opel/Vauxhall to sell anything is to slash prices,” Simon Empson, managing director of U.K. discount car website Broadspeed.com, said in a telephone interview, adding that Vauxhall is offering discounts of more than 25 percent, including on the new Astra. “They’re not selling. There’s no interest.”

Opel badge = no interest

Opel heads for loss of 1.4 billion euros in 2010!

From france24.com:

"In total (for 2010) we are looking at a loss of about 2.0 billion dollars or 1.4 billion euros"
According to Opel head Nick Reilly, the Opel is stearing into a loss of 1.4 billion euros in 2010. This is a huge amount!

Opel, which operates under the Vauxhall brand in Britain, has been in difficulties for years and its market share has fallen.


When you want to be a volume producer, but your cars just don't measure up and thus you face diminishing sales, your margins disappear and you are deep into the red!

Opel prepares for sales drop

Not even the new GM can save Opel, as sales are expected to drop:
Although Opel was expected to perform better now under the guidance of the "new" General Motors, the German brand predicts a drop of 9 percent this year