The Vauxhall brand has experienced an increase in brand strength and positive image in recent years, especially over the past decade. A strong design image helped boost sales along with the introduction of the VXR high performance division in 2004.
Overall, Vauxhall is seen as a manufacturer of family
vehicles aimed at an average working class family. Their model line-up gives a
clue to this, along with advertising and pricing. The line-up features cars
from the cheapest end of the car market, the supermini, to a small family car,
a large family car, an executive saloon, people carrier and even some higher
performance models. They are also set to re-enter the off road market with a
small SUV, the Mokka, at the end of 2012, a segment Vauxhall last competed in
in 2003 with the Frontera.
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| Vauxhall Zafira Tourer webpage |
Pricing is always set to be competitive with Ford, their main
rival, and is usually below the price of their equivalent German rival, or
offer considerably more performance and technology for the same price. This
gives the brand added value, but also reduces profit and makes the brand less
premium.
They no longer sell a focused track car, such as the VX220, and their highest performing model, the VXR8, can only be ordered
through certain channels or dealers. The vast majority of Vauxhall sales and
advertising campaigns mainly centre on family cars, and as such they are conceived as an
affordable manufacturer of family cars.
A brief highlight of Vauxhall's current model line-up:
Astra (GTC/3dr)
The previous Astra 3-door was a key car for Vauxhall. Lauched in 2004, the 3 door version was the first Astra to showcase dramatic styling differences between its sister 5-door model. As a strong foundation for Vauxhall, the previous generation Astra was Britain's second best selling car for 2005 and 2006. The Astra was originally introduced in 1980 as a replacement for the Vauxhall Viva.
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| Astra 3-door VXR with innovative Panoramic windscreen |
The previous 3-door model featured a striking design that was closely matched to the concept, a well-received design. Production of this model included a frugal 1.7-litre CDTI diesel, which could achieve 65mpg and qualified for just £115-a-year road tax, a 1.8-litre petrol SRI model, which could be had with a XP-styling package to further increase the models striking looks, and a range topping VXR performance version. The Astra VXR packed 236bhp from a turbocharged 2.0-litre engine achieving 0-60 in 6.2secs and reaching a top speed 152mph. Numerous special edition models were made available through the cars life between 2004 and 2010, which included a Nürburg ring special edition and a VXRacing edition.
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| The original VXR Astra |
Monaro/VXR8
The Vauxhall Monaro was in fact a re-badged Holden Monaro, Holden
being part of GM’s Australian subsidiary, and was launched in 2004 with the VXR brand. It was one of the first models to carry the VXR branding, along with the VX220. The Monaro was praised for it's low price, high performance and balanced
handling. Following this success, a
limited run of VXR 500’s were commissioned by Vauxhall to be built by Wortec
after their extensive research project with Green’s Vauxhall. Supercharging the
6.0-litre V8 pushed power to 500bhp and put the Monaro VXR500 in the record
books as the most powerful Vauxhall ever sold.
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| Monaro |
Its replacement, the VXR8, never caught the media's attention quite as well as the original model.
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| the VXR8 |
Insignia
The insignia was a hugely important car for Vauxhall. Launched
in 2008 at the London motorshow to replace the now aged Vectra model, GM needed Vauxhall to boost sales
to help with its current financial insecurities. Along with launching this new
model, a new design language (which includes the subtle side blade design) and
company logo was introduced. This new design philosophy spearheaded designs of
the new generation Astra, Meriva, Zafira and Astra GTC.
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| Insignia |
The Insignia won significant phrase from the motoring press
for its refinement, technology, economy, driving experience, design and value-for-money pricing.
It was a huge leap forward for Vauxhall and secured its future during the
problematic recession that followed over the next few years.
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| Insignia |
Zafira
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| Current (previous gen) Zafira |
In the past, the manufacturer has pushed the limits of car
markets, and even challenged premium brands for market share. Cars like the
Lotus Carlton smashed competition on performance and price, however the limited
availability of these cars, and attributes of the brand (not having premium
brand connotations) limited the success of these models.
Despite being originally British, Vauxhall is not seen as a
British brand. This is due to the American GM owners and the engineering and design
of most vehicles being done in Germany at the Opel factory.
Thanks to previous brand attributes of rust, unreliability and boring styling and driving dynamics, the manufacturer is still recovering. The latest styling and branding are beginning to take the brand more upmarket, with research being conducted around increasing profit margins. Each model's pricing is increasing slightly over previous generations, but much improved kit, build quality, styling, economy and performance are helping to balance this.
The design philosophy adopted by each model in the range is helping boost the brand into more premium sectors, and class leading environmental credentials, unrivalled warranty and quality guarantees, and much improved build quality are helping the brand move into and score highly within these new higher class sectors.
Thanks to previous brand attributes of rust, unreliability and boring styling and driving dynamics, the manufacturer is still recovering. The latest styling and branding are beginning to take the brand more upmarket, with research being conducted around increasing profit margins. Each model's pricing is increasing slightly over previous generations, but much improved kit, build quality, styling, economy and performance are helping to balance this.
The design philosophy adopted by each model in the range is helping boost the brand into more premium sectors, and class leading environmental credentials, unrivalled warranty and quality guarantees, and much improved build quality are helping the brand move into and score highly within these new higher class sectors.
Sources
http://www.vauxhall.co.uk/vehicles/passenger_cars.html
http://www.carenthusiast.com/nec2004.html?article=434
http://www.osv.ltd.uk/latestnews/main-osv-news/vauxhall-to-ape-bmw-in-attempt-to-increase-profits/
http://www.autocar.co.uk/CarReviews/RoadTestsLiving/Vauxhall-Insignia-2.0-CDTi-160-SE/236060/
http://www.autocar.co.uk/CarReviews/FirstDrives/Vauxhall-Astra-1.6T-SRi/243723/
http://www.carenthusiast.com/nec2004.html?article=434
http://www.osv.ltd.uk/latestnews/main-osv-news/vauxhall-to-ape-bmw-in-attempt-to-increase-profits/
http://www.autocar.co.uk/CarReviews/RoadTestsLiving/Vauxhall-Insignia-2.0-CDTi-160-SE/236060/
http://www.autocar.co.uk/CarReviews/FirstDrives/Vauxhall-Astra-1.6T-SRi/243723/
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