Opinion: What should happen to Saturn, Vauxhall and Opel during GM's reorganization?

Amidst all the recent bailout talk, one question being asked is what role GM's Opel division will serve in a new-and-hopefully-improved General Motors. More succinctly, will Vauxhall and Saturn soldier on unchanged or will they simply fade into automotive landscape? Automotive News seems to think the question of Opel and how it relates to Vauxhall and Saturn is so important that it's worth devoting three separate editorials to the issue, with varying levels of clarity.
Richard Truett maintains that shuttering Saturn would be a "monumental mistake that would alienate many of the most loyal buyers GM has," but thinks that "Saturn fans would be cool with a transition to Opel." We think that the cars might be well-received by Saturn buyers, but that the prices need to be more budget-minded and that the overall focus of the brand needs a thorough work-over. Some Autobloggers believe that shutting down Saturn altogether would be a mistake, while some are in favor of doing away with the brand as soon as possible. Regardless of where on that fence our staffers sit, we all expressed doubt that changing the name to Opel in the U.S. would serve any constructive purpose. Clearly, if it is going to keep Saturn, GM needs to show more support for the brand, as evidenced by the Malibu/Aura situation.
So what about killing off Vauxhall, which is essentially a UK-only rebadge of Opel? Well, here we see some dissent as well. Wim Oude Weernink says that the nameplate is superfluous and thinks GM should be reduced to just Cadillac, Opel and Chevrolet worldwide. That would leave GM with premium, near-premium, and mainstream lineups, placing it in line with other successful automakers like Toyota and Ford.
Colleague Mark Appleton, on the other hand, thinks it would be stupid to kill off Vauxhall. He argues that the General should keep the storied British marque, pointing out that there is no competition between Vauxhall and Opel and that the existing line-up would be very costly to replace with a brand that has never been successful in the UK. It's much like the Saturn/Opel equation except Saturn isn't as old, by a long shot.
This author thinks that Saturn could survive and possibly thrive as a rebadged Opel line, but recent history proves otherwise. The success of Vauxhall shows that the formula can work in other markets and now that smaller, more fuel-efficient Euro cars are gaining a foothold in the States, Saturn would be an ideal brand to market Opel's wares to American buyers who want to feel like they are ahead of the curve. And the same philosophy could be applied to Ford, with Mercury getting an infusion of the Blue Oval's Euro models.
It's expensive to shut down dealerships and to change brands, and the added cost of marketing a new or unfamiliar marque is considerably more expensive than manufacturing extra badges. So keeping Vauxhall and Saturn but streamlining the offerings and manufacturing some of the cars here could help bring jobs to America and stabilize prices when the dollar and euro (or pound) are going in opposite directions. Of course there are still some who think Saturn should just die already, but Alex is always cranky after a Knight Rider liveblog, and we don't know what to make of Paukert just yet. What say you?
[ Automotive News ]
[ Tag: bailout, gm bailout, gm bankruptcy, GmBailout, GmBankruptcy, opel, reorganization, restructuring, vauxhall ]

First official shots of Opel Insignia interior released

The first official look at the Opel Insignia's interior leaves us with the impression that Opel / Vauxhall's new sedan is going to be a nice place in which to log some miles. Put simply, the cockpit is identical to the one first shown in the slick-looking Opel GTC concept that debuted last year. Simple, attractive gauges are joined by amber lighting and a nice blend of plastics, brightwork, and other trim to create a driver-focused cockpit meant to be as usable as it is attractive. One of the little elements that's kind of cool is how the gauge lighting shifts from white to red when the car is put into sport mode. Expect even more info on the Insignia and plenty of closer looks at the cabin when the car debuts in London next month at the British International Motor Show. If you can't make it to London, just exercise a little patience, cross those fingers, and wait. This car will likely come Stateside as the next Saturn Aura at some point in the future. GM's official PR is pasted after the jump.

[ Autoblog (Vauxhall) ]
[ Tag: BIMS, british motor show, BritishMotorShow, insignia, insignia interior, InsigniaInterior, interior, london motor show, LondonMotorShow, opel, opel insignia, OpelInsignia, vauxhall ]

Vauxhall unveils new Griffin badge

Who wouldn't want to drive a car with a griffin on the grille? Well, apparently British motorists, because despite having arguably the coolest badge in the business, Vauxhall doesn't retain the best brand image in the UK market. General Motors' British subsidiary is trying its darnedest to update its profile, however, and to that end has launched a refreshed version of its stoic badge. Vauxhall unveiled the new logo today, describing it as "more dynamic and contemporary" than its predecessor, but to our eyes looks unfortunately less griffin-y. The new badge is expected to make its first appearance on the new Insignia scheduled to be unveiled at the London show in July, around the same time that it will be hoisted above Griffin House, Vauxhall's corporate headquarters in Bedfordshire. Follow the jump for the full press release, and click on the two thumbnails below to view the new logo in high-resolution and an evolutionary timeline of the Vauxhall badge dating back to the 1920s.

[ Vauxhall ]
[ Tag: vauxhall,vauxhall badge,vauxhall emblem,vauxhall logo,VauxhallBadge,VauxhallEmblem,VauxhallLogo ]

Astra VXR NГјrburgring Edition: now with Vauxhall badges

There's no shortage of automakers which claim the vaunted Nurburgring Nordschleife as their own stomping ground. Along with the likes of BMW, Porsche and Aston Martin, to name but a few, GM's European subsidiary staked its claim last year with the Opel Astra OPC Nurburgring Edition. Now Vauxhall, its British counterpart, wants to be part of the club, too. But rather than create its own performance model, Vauxhall's big news is that it has essentially taken the OPC Nurburgring and slapped on the shiny new griffin logo and called it its own. Giving credit where credit is due, however, the special edition Vauxhall VXR edges out its Opel OPC counterpart with an extra 14 horses unbridled by a Remus sport exhaust. Aside from the grille and the tailpipes, however, the package is just about the same. Lightweight 18" alloys – shod with Dunlop rubber, mounted on a widened track and barely hiding 321mm front and 278mm rear ventilated discs with signature blue VXR calipers – come in white, complimenting the white paint job. That's the only color this special VXR offers, and is accented by checkered-flag graphics (like those seen on special-edition Renaultsport hatchbacks from across the Channel) and faux-fiber accents on the B-pillars and wing mirror housings. Step inside and the special touches continue, including leather-trimmed Recaro racing seats embossed with the Nurburgring track layout, carbon fiber door trim and an individually-numbered plaque. The price of exclusivity for British customers comes in at ?21,295, a ?1,575 premium over the standard VXR. More details in the press release after the jump, and images in the gallery below.

[ Vauxhall ]
[ Tag: Nurburgring edition,NurburgringEdition,vauxhall astra,Vauxhall Astra VXR Nrburgring,Vauxhall Astra VXR Nurburgring Edition,VauxhallAstra,VauxhallAstraVxrNrburgring,VauxhallAstraVxrNurburgringEdition ]