Opel decision still to come

If you're expecting to be able to buy a Holden-badged Opel Corsa, Astra or Insignia any time soon you're going to be disappointed. That's the inside line from the man at the top... The top of Holden that is...

Holden Chairman and CEO Mike Devereux told the Carsales Network any decision regarding the future of Opel in the Australian market is still to be made, but reiterated that Holden will not rebadge the European-sourced vehicles.

According to Devereux General Motors head office is still some way from deciding the strategy for any local chapter to the European-based brand's intercontinental expansion story.

"There isn't a program... Opel hasn't announced anything in terms of Opel coming to Australia," Devereux told the Carsales Network.

"Nick [Reilly, Opel boss and former GM Asia Pacific head] has made comments about Opel looking at all those traditionally strong places that they used to sell product internationally... Obviously since Opel was a source for a lot of previous [model] Holdens, [Australia] is an obvious thing for them to be thinking about... [But] There's no decision been made.

"We [GM] are looking at the option of launching the Opel brand in Australia. That's the key here -- it's a GM decision," Devereux said.

Speaking at the launch of Holden's latest light car, the Korean designed-and built Barina Spark, the Holden boss said any future for Opel Down Under would be based on a long term strategy in which the brand was launched and sold in its own right.

"The issue with Opel is you have to be able to launch a brand and launch it for the long term with the right amount of support... And it [support] has to be there for an extended period of time," he opined.

"We are not looking to rebadging Opels as Holden in the manner that some have speculated. Opel is looking to launch their brand in international markets... That's the context for the discussions to date.

"A number of international markets are looking at it, [concurrently] with Holden -- from Chile to South Africa, the Middle East to China -- we're all going through the same process of evaluation," Devereux revealed.

Devereux conceded the ability to move back to Opel sourced small car product might have been attractive at one time, but stated he believed moving forward Holden's combination of Korean and locally sourced small car models was "world class". He said Holden would not cherry pick Opel's range.

Industry insiders say Australia is important but not "a deal-breaker" to any serious international effort to expand Opel. Indeed, pundits and GM execs alike believe a profitable volume base in Europe and successful expansion in only a modest number of markets outside Europe are key to Opel's success. That said there is no imperative for the German-based brand to sell via GM affiliates in every market.

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