Opel Australia has announced today that it will be ceasing its local operations. It’s been a very brief flirtation with Australia and comes just over 12 months since Opel presented itself to local buyers at the Australian International Motor Show.
Since sales commenced last year the brand has sold 1530 vehicles in Australia to the end of June, across 20 stand alone dealerships. The brand cites an inability to remain competitive with its pricing and marketing strategies as the reasons for its departure.
Opel says it will work with Holden to see if there is potential to bring Holden badged Opel products to Australia in the future.
You can read Opel Australia’s full statement after the break.
Opel Australia Announcement
August 2 2013, Melbourne: Opel Australia will cease operations and will commence winding down its network immediately.
In order to be competitive, Opel Australia would need to follow recent competitor price reductions, and significantly reposition the price of its core volume models.
These changes, combined with the continued investment required to ensure brand awareness, result in a business which is not financially viable for any of the parties involved.
Opel will now begin analysis together with Holden regarding the potential for future Holden-badged niche product, in order to ascertain if opportunities for individual carlines exist.
Opel Australia is working closely with employees, dealers and suppliers to conduct this closure process in an orderly and responsible manner. As always, customers are of the highest priority, and Opel Australia will remain in close contact with them, to ensure all on-going obligations to these customers are met.
Customers are encouraged to contact the Opel Customer Assistance Centre on 1800 993 677 with any concerns or questions.