With 100,000 units sold in a little over a year, the Adam city car has been a stroke of genus for Opel and its sister brand Vauxhall. Of course, not everybody wants to buy a city car, but before it can fix its SUV range, the company has launched a second variant of the Adam, designed with a bit more durability.
We are of course, talking about the Adam Rocks. With a tiny 3-door body and the armored cladding of an Audi allroad quattro, it's unlike any other car on the market right now. In spite of that, selling it is going to be tricky, since prices start from €15,990 in Germany, enough to get lots of people thinking about a larger and more practical car.
That might be precisely why Opel is using a strong marketing message: that the Adam Rocks is a perfect fit for unconventional "urban dwellers". Cool, laid back, young – these are the potential buyers that might identify with the pseudo-artistic tattoo-clad guy in the Adam Rocks commercials. Why is that important? Because no middle-aged father/mother of two is going to like them.
“Opel’s message is clear: The ADAM ROCKS is an adventurous, modern and masculine small car,” said Tina Müller, Vice President & CMO Opel Group. The Opel campaign clearly targets this group of people and is completely different to any previous advertising models for this segment, which have frankly been quite girly.
It's this younger generation of buyers that Opel hopes will be attracted by the combination of open-air driving fun, state-of-the-art connectivity and a lively new engine, their answer to the 1-liter EcoBoost that's won Ford so many fans. The German equivalent is called 1.0 SIDI Turbo and packs either 90 or 115 PS, 170 Nm of torque and a slick new six-speed shifter.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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