GM to Change "Confusing" Brand Strategy in Europe, Says Akerson

Opel headquarters 1 photo
Photo: Opel
General Motors is looking to commence a major strategic shift in Europe in order to eliminate the conflict between the company's Chevrolet and Opel brands, both of which, according to CEO Dan Akerson, are subjected to "conflict and confusion".
"It is of concern to me. Something has to change. I just think there's channel conflict and confusion. It is something we are going to resolve one way or another," Akerson told Automotive News earlier this week, declining to go into specifics.

GM has made substantial efforts to move Opel upmarket in Europe and help Chevrolet grow as an entry-level manufacturer, but the Detroit company had very little success, as both marques continue to be seen as mainstream players.

Earlier this year, General Motors announced it will invest more than €4 billion ($5.19 billion) to turn Opel into a profitable division under a new business plan. The German-based manufacturer lost €1.38 billion ($1.8 billion) last year and another €545.5 million ($700 million) in 2011.

Story via AutoNews
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Ask Ciprian about cars and he'll reveal an obsession with classics and an annoyance with modern design cues. Read his articles and you'll understand why his ideal SUV is the 1969 Chevrolet K5 Blazer.
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