Vauxhall launches new strategy aimed at promoting its 'Britishness'

This topic contains 8 replies, has 6 voices, and was last updated by  vinalspin 1 month ago.

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  • #103736 Reply



    Vauxhall is using Britain’s imminent exit from the EU as the backdrop for its boldest marketing campaign in years. The move is part of a bid to boost its UK market share for cars and vans by a third – from 7.5% to double figures – by 2022.

    Managing director Stephen Norman believes Vauxhall has a unique opportunity to benefit from a possible post-election change in the UK’s social landscape. It has already begun using a challenging new strapline – ‘New Rules, Britannia’ – for a radical, all-media advertising campaign that started last month with the launch of the all-new Corsa.

    Building on the successful ‘British brand since 1903’ campaign that he launched soon after his appointment two years ago, Norman intends to position Vauxhall more directly as a maker of cars and vans ‘Built in Britain’ or ‘Made exclusively for Britain’. The move will make Vauxhall one of the country’s biggest spenders on automotive advertising.

    To achieve his double-digit goal, Norman admits he needs to more than double Vauxhall’s conquest sales, potentially gaining many new customers – mainly from Ford. The plan depends on four main themes: boosting retail car sales from its current 6.6% market share to double digits; doubling light commercial vehicle sales from its current 10%; making the Corsa-e the top-selling electric car in the UK; and more than halving Vauxhall’s sales to the less profitable daily rental market, which currently accounts for a fifth of volume.

    Vauxhall wants to achieve its aims with a vehicle range that Norman describes as “six plus three”: six passenger cars and three vans. Although the current range is smaller than in recent years – the unprofitable Viva and Adam have been dropped – Norman believes the far greater market appeal of the forthcoming models will more than make the difference.

    “The new Corsa is a terrific car,” he said, “and when the new Mokka arrives, it will double our small-car appeal. The new Astra, which we’ll start selling in 2021, offers improvements that are almost exponential compared with its predecessor. Our other models will provide important support but these three will be the brand drivers we’ll need to more than double our conquest sales.

    “Then, if our existing brand loyalty holds up, which it should, we’ll get to double figures. Of course, then the big job will be to keep it.”

    By 2022, Vauxhall will be selling electric versions of the Corsa and new Mokka (due at the end of 2020) and it will have launched a plug-in hybrid version of the new Astra (mid-2021) to sell alongside the existing Grandland X PHEV.

    Vauxhall’s sporting VXR brand will return as e-VXR and be applied to the Corsa, Vivaro and Mokka, giving a clue to these models’ driving characteristics. Although Norman believes the Corsa-e will become Britain’s best-selling electric car, he says Tesla will probably be Britain’s best-selling electric marque.

    The ‘New Rules’ marketing campaign dates from last September and a fateful conversation about business growth between Norman and PSA Group CEO Carlos Tavares. “He asked me when we expected to achieve a double-digit market share,” Norman said, “and I had to say we hadn’t exactly planned for that. We were looking at less than that. Give me a few weeks, I said, and we’ll have a plan…”

    Norman confirmed the Insignia flagship will be replaced, adding that cars of its size still play an important flagship role. Vauxhall-Opel’s new role as part of the big PSA Group – soon to be further enlarged by a merger with Fiat Chrysler Automobiles – may well improve the business case for a model that is its class’s top seller by a significant margin.

    Will the next-generation Astra be built in UK?

    Vauxhall MD Stephen Norman has said a decision whether to build the next-generation Astra at Ellesmere Port has not yet been reached, but he agreed it must be close and the Ellesmere workforce has made “enormous” efforts to promote a continuation of production. “I can’t say for certain that the Astra will stay in the UK,” he said, “but there are absolutely no signs that it won’t.”

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  • #103739 Reply


    I leaned to drive in a Corsa and my first 2 cars were Vauxhalls specifically because I wanted to “Buy British” and support British manufacturing.  How naive I was – they were both built in Poland.

    My current car is a VW, built in Germany and far better than the two Vauxhalls in every respect.  DH’s Audi is even better.

    So forgive me if I choose high quality vehicles from Germany,or any other country, rather than fall for Vauxhall’s psudo-Patriotism – unless, of course, Vauxhall close down all their overseas factories and bring it all back to Britain.

    I’m not holding my breath.

    #103740 Reply


    What a load of tosh!

    #103744 Reply


    Without the unicorns on the horizon, they will clutch onto any story & spew out the jingoistic bile

    #103752 Reply


    Remember – Vauxhall is now owned by PSA Group (i.e. Peugeot-Citroen, who are based in Paris.  They are no more British Patriots than GM were before them.  Further, PSA Group have just agreed a merger with Fiat-Chrysler (Europe) – not exactly well known for supporting British manufacturing.

    #103820 Reply


    At the Opel/Vauxhall headquarters….

    We muust ‘ave zee sales increze to pay for ze purchaise of ze Opel/Vauxhell….any ideas Marcel??

    Zut Alors! I ‘ave eet, we tell Breeteesh Vauxhell is Breeteesh, we tell Germains ze Opel is is ze bonne idee!

    Or, if I leave my ‘Allo’Allo hat at home…”il faut augmenter les ventes!”  “je sais! nous disons que le britannique Vauxhall est britannique!”

    In life, it's not who you know that's important, it's how your wife found out.

    #103831 Reply


    Reminds me of Rover, in their dying days, whacking a union jack on the side of every car coming out of Longbridge. Didn’t do them much good in the long run.

    #103843 Reply

    BionicRusty (Wayne)

    Oh I kind of like this. It will be interesting to see what will be presented to us.
    No, Mini are no longer British but I still love the design and salute to the Union Jack in the rear lights.
    Of course it’s just a marketing ploy as the MD admits but good luck to them.

    🏎 I will be remembered for nothing but had great fun doing it 🏎

    #103864 Reply


    I personally hope it works, anything that keeps another car maker building cars on British soil is good in my book, I also like the way Vauxhall usually delivers cars that are a little different from the rest.

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