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Opel (officially Adam Opel AG) is a major German automotive manufacturer headquartered in Rüsselsheim, Hesse. Founded in 1862 as a sewing machine business by Adam Opel, it later expanded to bicycles and then automobiles, becoming one of Europe's leading carmakers. It has changed ownership multiple times, previously part of General Motors, and is now a subsidiary of Stellantis.
Key moments
1862Founded by Adam Opel in Rüsselsheim, initially producing sewing machines
1899Entered automotive manufacturing
1924Built Germany's first automotive production line, leading the German budget car market
1929Sold 80% stake to General Motors, becoming a GM European subsidiary
2017Acquired by Groupe PSA, later merged with FCA to form Stellantis in 2021
2020sLaunched full electric vehicle lineup across all models
Opel competes in the mainstream European automotive market, facing off against several key rivals:
Volkswagen Group: The largest European automaker, with brands like VW, Skoda, and SEAT, holding a larger overall market share and more extensive global reach.
Renault Group: Includes Renault and Dacia, popular for affordable compact cars and strong electric vehicle offerings in Europe.
Ford Europe: A long-standing competitor with popular passenger and commercial vehicle lines.
Stellantis sister brands: Vauxhall (UK market exclusive) and Peugeot, which share platforms but target slightly different consumer segments.
Opel's key competitive strengths include its long-standing European heritage, affordable pricing for mainstream consumers, and growing focus on affordable electric vehicles like the Corsa-e and Mokka-e. It lags behind some rivals in premium market penetration but holds a stable position in the volume family car and small SUV segments.
Mainstream European market focus with broad model coverage from compact cars to light commercial vehicles
Strong presence in EU markets with over 60 countries of operation
Competitive pricing strategy targeting budget-conscious family buyers
Accelerating EV transition with fully electrified model range by early 2020s
Opel is a leading mainstream automotive brand based in Rüsselsheim, Germany, with a storied industrial legacy spanning more than 160 years. Originally founded as a sewing machine manufacturer in 1862, the brand expanded to bicycle production before entering the automotive sector in the late 19th century, evolving into one of Europe’s most established carmakers.
Now a subsidiary of the global Stellantis automotive group, Opel has navigated multiple ownership transitions, including a decades-long partnership with General Motors prior to its 2021 integration into Stellantis. Today, the brand prioritizes accessible, practical mobility solutions, with a growing portfolio of battery-electric vehicles designed to meet stringent European emissions standards and consumer demand for sustainable transportation.
While Opel competes fiercely with regional rivals including the Volkswagen Group, Renault Group, and Ford Europe, it maintains a stable top-tier position in the European mainstream vehicle market. Its local brand recognition, competitive pricing, and alignment with Stellantis’ shared platform strategy have helped the brand retain strong consumer loyalty and optimize operational efficiency.
Brand Leadership
Score: 65/100
As a key brand within the Stellantis group, Opel holds a consistent top-five market share position in the European passenger vehicle market, with strong brand recognition among mainstream European consumers. However, it lags behind larger global automakers like the Volkswagen Group in overall industry leadership, with minimal presence in major non-European automotive markets.
Brand Consumer Interaction
Score: 70/100
Opel operates a widespread after-sales service network across its core European markets, offering digital service tools, maintenance support, and loyalty programs for its vehicle owners. As part of Stellantis, the brand also benefits from shared customer service platforms that improve access to support and parts for its global customer base.
Brand Growth Momentum
Score: 78/100
Opel has made significant progress in accelerating its electric vehicle transition in recent years, with popular battery-electric models such as the Corsa-e and Mokka-e achieving strong sales volumes in Europe. The brand has committed to selling only zero-emission vehicles in Europe by 2028, aligning with EU emissions regulations and driving positive growth momentum in the sustainable mobility segment.
Brand Operational Stability
Score: 82/100
Following multiple ownership changes, including a long period under General Motors, Opel now benefits from the stable resources and shared manufacturing platforms of the Stellantis group. Its long-standing presence in the mainstream European market and steady sales volume support consistent operational stability, though it faces ongoing competitive pressures from regional and global automakers.
Brand Historical Age & Legacy
Score: 96/100
Founded in 1862 as a sewing machine manufacturer, Opel expanded to bicycle production before entering the automotive industry in 1899, giving it over 160 years of industrial heritage. It is one of the oldest and most culturally recognizable automotive brands in Europe, with a legacy tied to German engineering and accessible mobility for generations of consumers.
Brand Industry Positioning & Profile
Score: 77/100
Opel focuses primarily on the mainstream passenger vehicle and small commercial vehicle segments, with a product lineup tailored for everyday family use and affordable transportation. The brand holds a strong position in compact cars and subcompact SUV segments, though it has limited presence in premium, luxury, or high-performance automotive niches.
Brand Globalization Reach
Score: 52/100
Opel’s core market remains Europe, where the vast majority of its vehicles are sold. The brand has a limited international footprint, with sales only in a small number of non-European markets including Israel, Chile, and parts of the Middle East. It currently lacks a significant presence in high-growth global markets such as North America, China, and Southeast Asia, restricting its overall global reach.
This brand strength and valuation overview is generated via AI-assisted analytical reasoning, with all metrics and estimated values provided for illustrative purposes only. For official, audited brand valuation data, please reach out to World Brand Lab directly.
Opel Automobile GmbH, usually shortened to Opel, is a German automobile manufacturer which has been a subsidiary of Stellantis since January 16, 2021.It was owned by the American automaker General Motors from 1929 until 2017 and the PSA Group prior to its merger with Fiat Chrysler Automobiles to form Stellantis in 2021.Most of the Opel lineup is marketed under the Vauxhall brand in the United Kingdom since the 1980s.Some Opel vehicles were badge-engineered in Australia under the Holden brand until 2020, in North America and China under the Buick, Saturn (until 2010), and Cadillac brands, and in South America under the Chevrolet brand.
Opel traces its roots to a sewing machine manufacturer founded by Adam Opel in 1862 in Rüsselsheim am Main, Germany. The company began manufacturing bicycles in 1886 and produced its first automobile in 1899.
With the Opel RAK program, the world's first rocket program, under the leadership of Fritz von Opel, the company played an important role in the history of aviation and spaceflight: Various land speed records were achieved, and the world's first rocket-powered flights were performed in 1928 and 1929.
After listing on the stock market in 1929, General Motors took a majority stake in Opel and then full control in 1931, making the automaker a wholly owned subsidiary, establishing an American ownership of the German automaker for nearly 90 years.[4] Together with British manufacturer Vauxhall Motors, which GM had acquired in 1925, the two companies formed the backbone of GM's European operations – later merged formally in the 1980s as General Motors Europe.
In March 2017, PSA Peugeot Citroën agreed to acquire Opel, the British twin sister brand Vauxhall and the European auto lending business from General Motors for €2 billion ($2.3 billion), making the French automaker the second biggest in Europe, after Volkswagen.[7]
Opel is still headquartered in Rüsselsheim am Main. The company designs, engineers, manufactures, and distributes Opel-branded passenger vehicles, light commercial vehicles, and vehicle parts; together with its British sister marque Vauxhall, they are present in over 60 countries around the world.[8]
History
1862–1898
The company was founded in Rüsselsheim, Hesse, Germany, on 21 January 1862, by Adam Opel.In the beginning, Opel produced sewing machines.Opel[9] launched a new product in 1886: he began to sell high-wheel bicycles, also known as penny-farthings. Opel's two sons participated in high-wheel bicycle races, thus promoting this means of transportation. In 1888, production was relocated from a cowshed to a more spacious building in Rüsselsheim. The production of high-wheel bicycles soon exceeded the production of sewing machines.[10] At the time of Opel's death in 1895, he was the leader in both markets.
1898–1920
The first cars were designed in 1898 after Opel's widow Sophie and their two eldest sons entered into a partnership with Friedrich Lutzmann, a locksmith at the court in Dessau in Saxony-Anhalt, who had been working on automobile designs for some time.[11][12] The first Opel production Patent Motor Car was built in Rüsselsheim early 1899, although these cars were not very successful (A total of 65 motor cars were delivered: eleven in 1899, twenty-four in 1900 and thirty in 1901) and the partnership was dissolved after two years, following which Opel signed a licensing agreement in 1901 with the French Automobiles Darracq France to manufacture vehicles under the brand name Opel Darracq. These cars consisted of Opel bodies mounted on Darracq chassis, powered by two-cylinder engines.
The company first showed cars of its design at the 1902 HamburgMotor Show.Production began in 1906, with the licensed Opel Darracq version discontinued in 1907.[13][14]
In 1909, the Opel 4/8 PS model, known as the Doktorwagen (lit. 'Doctor's Car') was produced. Its reliability and robustness were appreciated by physicians, who drove long distances to see their patients back when hard-surfaced roads were still rare. The Doktorwagen sold for only 3,950 marks, about half as much as the luxury models of its day.
The company's factory was destroyed by fire in 1911, and a new facility was built with more up-to-date machinery.
Opel's cars were initially tested on public roads, leading to complaints about noise and road damage. Under public pressure, Opel began construction of a test oval in 1917. The track was completed in 1919, but not open to the public until 24 October 1920 under the official name of Opel-Rennbahn (Opel Race Track).[15]
1920–1939
In the early 1920s, Opel became the first German car manufacturer to build automobiles with a mass-production assembly line. In 1924, they used their assembly line to produce a new open two-seater called the Laubfrosch (Tree frog). The Laubfrosch was finished exclusively in green lacquer. The car sold for an expensive 3,900 marks (expensive considering the less expensive manufacturing process), but by the 1930s, this type of vehicle would cost a mere 1,930 marks – due in part to the assembly line, but also due to the skyrocketing demand for cars. Adam Opel led the way for motorised transportation to become not just a means for the rich, but also a reliable way for people of all classes to travel.
Opel had a 37.5% market share in Germany and was the country's largest automobile exporter in 1928. The "Regent" – Opel's first eight-cylinder car – was offered. The RAK 1 and RAK 2 rocket-propelled cars made sensational record-breaking runs.
Opel as a company and its co-owner Fritz von Opel, grandson of Adam Opel, were instrumental in popularizing rocket propulsion for vehicles and have an important place in the history of spaceflight and rocket technology.In the 1920s, Fritz von Opel initiated together with Max Valier, co-founder of the "Verein für Raumschiffahrt", the world's first rocket program, Opel-RAK, leading to speed records for automobiles, rail vehicles and the first manned rocket-powered flight in September 1929.[16] Months earlier in 1928, one of his rocket-powered prototypes, the Opel RAK2, piloted by von Opel himself at the AVUS speedway in Berlin, reached a record speed of 238 kph in front of 3,000 spectators and world media representatives, including Fritz Lang, director of Metropolis and Woman in the Moon, world boxing champion
World War II
Immediately prior to World War II, the American leadership of General Motors was philosophically of the opinion that, as Alfred P. Sloan, Jr., chairman of the GM board wrote, an "international business operating throughout the world, should conduct its operations in strictly business terms, without regard to the political beliefs of its management, or the beliefs of the country in which it is operating."[24] Thus, by 1939, along with Ford, Opel was Germany's largest tank producer.[25]
While some sources indicate Opel automobile production ended in October 1940, after the company's American leadership rejected an "invitation" to switch to munitions manufacture a few months earlier, [26], Opel continued to produce trucks throughout the war.The Opel Blitz was used in large numbers by the Wehrmacht on many fronts for various purposes, including servicing military transports.
Truck manufacture continued at the Brandenburg plant, where the 3.6-liter Opel Blitz truck had been built since 1938.These 3 ST trucks were also built under license by Daimler-Benz in
1945–1970
After the end of the war, with the Brandenburg plant dismantled and transported to the Soviet Union to become the base of the Moskvitch 400, and 47% of the buildings in Rüsselsheim destroyed,[29] former Opel employees began to rebuild the Rüsselsheim plant.The first postwar Opel Blitz truck was completed on 15 July 1946 in the presence of United States Army General Geoffrey Keyes and other local leaders and press reporters.[29] Opel's Rüsselsheim plant also made Frigidaire refrigerators in the early post-war years.[30]
1970–2017
During the 1970s and 1980s, the Vauxhall and Opel ranges were rationalised into one consistent range across Europe.
The 1973 version of the Opel Kadett was later rebadged in hatchback, saloon, and estate form as the Vauxhall Chevette for the UK market, with German factories producing the Opel versions.The Opel Ascona of this era was sold on the UK market (and made in British and continental factories) as the Vauxhall Cavalier.Both of these cars had mild styling changes, as did the flagship Opel Rekord and Vauxhall Carlton saloon and estate ranges, which went on sale towards the end of the 1970s.
By the 1970s, Opel had emerged as the stronger of GM's two European brands; Vauxhall was the third-best-selling brand in Great Britain after the British Motor Corporation (later British Leyland) but made only a modest impact elsewhere. The two companies were direct competitors outside of each other's respective home markets. Still, mirroring US automaker Ford's decision to merge its British and German subsidiaries in the late 1960s, GM followed the same precedent. Opel and Vauxhall had loosely collaborated before, but serious efforts to merge the two companies' operations and product families into one did not start until the 1970s – which had Vauxhall's complete product line replaced by vehicles built on Opel-based platforms – the only exception to the rule being the Bedford CF panel van. This only solely Vauxhall design was marketed as an Opel on the continent. By the turn of the 1980s, the two brands were, in effect, the same.
Opel's first front-wheel drive car – the new version of the Kadett – entered production in 1979, initially built in Germany and Belgium.
2017–present
In March 2017, the PSA Group agreed to buy Opel, its British sister brand Vauxhall and their European auto lending business from General Motors for US$2.2 billion.[45][46] In return, General Motors will pay PSA US$3.2 billion for future European pension obligations and keep managing US$9.8 billion worth of plans for existing retirees.Furthermore, GM is responsible for paying about US$400 million annually for 15 years to fund the existing pension plans in Great Britain and Germany.[45]
In June 2017, Michael Lohscheller, Opel's chief financial officer, replaced Karl-Thomas Neumann as CEO.[47] The acquisition of Opel and Vauxhall was completed in August 2017.[48]
Company
Opel operates 10 vehicle, powertrain, and component plants and four development and test centres in six countries, and employs around 30,000 people in Europe. The brand sells vehicles in more than 60 markets worldwide. Other plants are in Eisenach and Kaiserslautern, Germany; Szentgotthárd, Hungary; Figueruelas, Spain; Gliwice, and Tychy, Poland; Aspern, Austria; Ellesmere Port, and Luton, United Kingdom.[53] The Dudenhofen Test Center is located near the company's headquarters and is responsible for all technical testing and vehicle validations.
Around 6,250 people are responsible for the engineering and design of Opel/Vauxhall vehicles at the International Technical Development Center and European Design Center in Rüsselsheim.[54] All in all, Opel plays an important role in Stellantis' global R&D footprint.
Leadership
Plants
Plant controlled as first-tier subsidiary of General Motors Europe Limited, second-tier subsidiary of GM CME Holdings CV and third-tier subsidiary of General Motors Corporation (GMC):[53]
Marketing
Logo
Adam Opel began his manufacturing venture in Rüsselsheim, Germany, in 1862, initially producing sewing machines.To represent the brand, the earliest known logo featured a bronze "A" for Adam and a red "O" for Opel—his initials forming the foundation of the company's visual identity.[63]
In 1866, Opel expanded and started to produce bicycles. Around 1890, the logo was completely redesigned. The new logo also contained the words "Victoria Blitz" (referring to Lady Victory; they were certain of the triumph of their bicycles). The word "Blitz" (English: lightning) first appeared back then, but without a depiction.[64]
Another redesign was commissioned in 1909. The new logo was much more spirited and contained only the company name Opel. It was placed on the motorcycles that they had started to produce in 1902, and on the first cars which were produced in 1909.
In 1910, the logo was the shape of an eye, and it was surrounded by laurels, with the text "Opel" in the centre.[64]
From the mid-1930s to the 1960s, passenger cars carried a ring which was crossed by some kind of a flying thing pointing to the left, which in some form could be interpreted as a zeppelin, the same flying object being used also as a forward-pointing hood ornament. In some versions, it looked like an arrow; in others, like an aeroplane or a bird.
Besides the hood ornament flying through the ring, Opel also used a coat of arms in various forms, which mostly had a combination of white and yellow colours in it, a shade of yellow which is typical for Opel until today. One was oval, half white and half yellow. The Opel writing was black and in the middle of the oval symbol.
The origin of the lightning in the Opel logo lies in the truck Opel Blitz (German Blitz = English "lightning"), which had been a commercial success, widely used also within the Wehrmacht, Nazi Germany's military.Originally, the logo for this truck consisted of two stripes arranged loosely like a lightning symbol with the words "Opel" and "Blitz" in them, in later, 1950s models simplified to the horizontal form of lightning which appears in the current Opel logo.[64]The jag in the lightning always follows the original from the "Opel Blitz" text stripes, in the form of a horizontally stretched letter "Z".
By the end of the 1960s, the two forms merged, and the horizontal lightning replaced the flying thing in the ring, giving way to the basic design which is used since then with variations. Through all its variations, this logo is simple and unique, and both easily recognisable and reproducible with just two strokes of a pen.
In the 1964 version, the lightning with a ring was used in a yellow rectangle, with the Opel writing below.[64]The whole logo was again delimited by a black rectangle. The basic form and proportions of the Blitz logo have remained unchanged since the 1970 version, which made the lightning tails shorter so that the logo could fit proportionately within a yellow square, meaning it could be displayed next to the 'blue square' General Motors logo. In the mid-1970s, the Vauxhall "Griffin" logo was, in turn, resized and displayed within a corresponding red square, so that all three logos could be displayed together, thus signifying the unified GM Europe.
Clubs
The SC Opel Rüsselsheim is a football club with over 450 members. RV 1888 Opel Rüsselsheim is a cycling club.
Slogans
Opel's corporate tagline as of June 2017 is The Future Is Everyone's (German: Die Zukunft gehört allen). The list of Opel's slogans is shown below:
Fresh thinking – better cars. (2002–2007)
Discover Opel (2007–2009)
Wir Leben Autos. (2009–2017)
The Future is Everyone's (2017–present)
Partnerships
Opel currently has partnerships with association football clubs such as Bundesliga clubs Borussia Dortmund and 1. FSV Mainz 05.Opel cooperates with French oil and gas company TotalEnergies on plans for a battery cell factory.[65] From 1994 until 2006, Opel has been partnership with Milan and previously with Fiorentina from 1983 until 1986 in Italy, from 1995 until 2002 with Paris Saint-Germain in France, from 1989 until 2002 with FC Bayern Munich in Germany and from 2013 until 2017 with Feyenoord Rotterdam in Netherlands.
World presence
The Opel brand is present in most of Europe, parts of North Africa, South Africa, the Middle East (EMEA), Chile, Colombia, Ecuador, Uruguay, Japan, Singapore, Taiwan, and New Zealand.[66][67] Their models have been rebadged and sold in other countries and continents, such as Vauxhall in Great Britain, and previously, Chevrolet in Latin America, Holden in Australia and New Zealand, and Saturn in the United States and Canada.Following the demise of General Motors Corporation's Saturn division in North America, Opel cars were rebadged and sold in the United States, Canada, Mexico,[68] and China under the Buick name with models such as the Opel Insignia/Buick Regal, Opel Astra sedan/Buick Verano (both which share underpinnings with the Chevrolet Cruze), and Opel Mokka/Buick Encore.
In 2017, GM confirmed plans of a "hybrid global brand" which includes Vauxhall, Opel and Buick to use more synergies between the brands.[69][70] This plan was overridden by the sale of Vauxhall and Opel brands to PSA Peugeot Citroën.
North America
United States
Opel cars appeared under their own name in the U.S. from 1958 to 1975, when they were sold through Buick dealers as captive imports.The best-selling Opel models in the U.S. were the 1964 to 1972 Opel Kadett, the 1971 to 1975 Opel Manta, and the 1968 to 1973 Opel GT.[71][72] (The name "Opel" was also applied from 1976 to 1980 to vehicles manufactured by Isuzu (similar to the "Isuzu I-Mark"), but mechanically those were entirely different cars).
Historically, Opel vehicles have also been sold at various times in the North American market as either heavily modified, or "badge-engineered" models under the Chevrolet, Buick, Pontiac, Saturn, and Cadillac brands – for instance the J-body platform, which was largely developed by Opel – was the basis of North American models such as the
European Car of the Year
Opel have produced five winners of the European Car of the Year competition:
From the late 1930s to the 1980s, terms from the German Navy (Kapitän, Admiral, Kadett) and from other official sectors (Diplomat, Senator) were often used as model names. Since the late 1980s, the model names of Opel passenger cars end with an a. As Opels were no longer being sold in Great Britain, the need to have separate model names for essentially identical Vauxhall and Opel cars (although some exceptions were made to suit the British market) was made redundant. The last series to be renamed across the two companies was the Opel Kadett, being the only Opel to take the name of its Vauxhall counterpart, as Opel Astra. Although only two generations of Astra were built prior to the 1991 model, the new car was referred to across Europe as the Astra F, referring to its Kadett lineage. Until 1993, the Opel Corsa was known as the Vauxhall Nova in Great Britain, as Vauxhall had initially felt that Corsa sounded too much like "coarse", and would not catch on.
Exceptions to the nomenclature of ending names with an "a" include the under-licence built Monterey, the Speedster (also known as the Vauxhall VX220 in Great Britain), GT (which was not sold at all as a Vauxhall, despite the VX Lightning concept), the Signum, Karl, and the Adam. The Adam was initially supposed to be called, "Junior" as was its developmental codename and because the name 'Adam' had no history/importance to the Vauxhall marque.
Similar to the passenger cars, the model names of commercial vehicles end with an o (Combo, Vivaro, Movano), except the Corsavan and Astravan.
Another unique aspect to Opel nomenclature is its use of the "Caravan" (originally styled as 'Car-A-Van') name to denote its station wagon body configuration, (similar to Volkswagen's Variant or Audi's Avant designations), a practice the company observed for many decades, which finally ceased with the 2008 Insignia and 2009 Astra, where the name "Sports Tourer" is now used for the estate/station wagon versions.
Current model range
The following tables list current and announced Opel production vehicles as of 2024:
Light commercial vehicles
Discontinued models
Introduced before acquisition by General Motors (1866–1935)
Introduced after acquisition by General Motors (1929–2017)
Introduced after acquisition by PSA Group (2017–present)
Motorsports
Opel Rally Team took part in World Rally Championship in the early 1980s with the Opel Ascona 400 and the Opel Manta 400, developed in conjunction with Irmscher and Cosworth.Walter Röhrl won the 1982 World Rally Championship drivers' title, and the 1983 Safari Rally was won by Ari Vatanen.
In the 1990s, Opel took part in the Deutsche Tourenwagen Meisterschaft and the succeeding International Touring Car Championship, and won the 1996 championship with the Calibra.The brand also participated in the Super Tourenwagen Cup in the 1990s, winning the manufacturers' title in 1998.[102][103] Opel took part in the revived German DTM race series between 2000 and 2005 with the Astra and Vectra models, but after winning several races in 2000, it struggled for results afterwards and never won the championship.However, Opel won the Nürburgring 24 Hours with the Astra in 2003.
Opel returned to motorsport competition with the Adam in 2013.[104]
In 2014, Opel presented a road-legal sport version of the Adam R2 Rally Car – the Opel Adam S[105] – powered by a 1.4 L turbocharged engine which generates 150 HP. The car makes 0–100 km/h in just 8.5 seconds.
In 2019 at IAA, Opel presented the Corsa Rally Electric, an electric rally car for customer motor sport. Together with ADAC, Europe's largest automobile association, Opel has started the ADAC Opel Electric Rally Cup, the first rally brand cup for electric cars in the world in 2021. The charging infrastructure uses renewably generated electricity from the public power grid. In 2023, teams from seven nations took part in eight races in Germany, Austria, France and Switzerland. The electric motor, battery, inverter, and onboard charger come from the Corsa production vehicle. In 2024, the cup will enter its fourth season.
Sponsorship
Opel had previously sponsored football clubs AC Milan (1994–2006), Bayern Munich (1989–2002), Paris Saint-Germain (1995–2002), Fiorentina (1983–1986), Bordeaux (1985–1991) and Feyenoord (2013–2017).
23.Gabriel Kolko. American Business and Germany, 1930–1941 The Western Political Quarterly, 1962^
24.{{cite book|first=Corwin D. |last=Edwards| title ="Economic and Political Aspects of International Cartels"| date=1946|location=Washington, D.C.| publisher=G.P.O|page=43-44^
25.Gabriel Kolko. American Business and Germany, 1930–1941 The Western Political Quarterly, 1962^
26.Karl E. Ludvigsen. Opel: wheels to the world; a seventy-five year history of automobile manufacture Princeton Publishing, 1975^
53.Note: The powertrain plant Opel Wien GmbH in Aspern/Vienna (Austria) is not a subsidiary of Adam Opel AG but a first-tier subsidiary of General Motors Europe Limited (GME) (99.5%) and of GM AUTOMOTIVE UK (GMAUK) (0.5%), see Both, GME and GMAUK, are located in Luton. GME Ltd. itself is a daughter company of GM CME Holdings CV, which is directly controlled by the General Motors Corporation (GMC), see Opel Wien GmbH, FN 110500a FirmenABC Marketing GmbH, retrieved 3 April 2017Name: GENERAL MOTORS EUROPE LIMITED, Company Number: 07556915 Company search, Made Simple Group Ltd., retrieved 3 April 2017^
62.General Motors Austria Gesellschaft m.b.H. (GMA, founded 1963 as sales organisation; from 1979: Administration, Non-productive Departments an Sales) and General Motors Austria Werke Gesellschaft m.b.H. (GMAW founded 1979; Production). In November 1987 GMAW (Austrian Handelsregister, HRB 24.436) were merged into GMA (HRB 20.133b, actual Firmenbuch FN 110500a).^
, and many other sports and show business celebrities.
A world speed record for rail vehicles was reached with RAK3 at a top speed of 256 kph.[17] After these successes, von Opel piloted the world's first public rocket-powered flight using Opel RAK.1, a rocket plane designed by Julius Hatry.[18] World media reported these events, including Universal Newsreel in the US, causing "Raketen-Rummel" or "Rocket Rumble" immense global public excitement, particularly in Germany, where, among others, Wernher von Braun was highly influenced.[19]
Opel RAK became enthralled with liquid propulsion, building and testing them in the late 1920s in Rüsselsheim. According to Max Valier's account, Opel RAK rocket designer, Friedrich Wilhelm Sander launched two liquid-fuel rockets at Opel Rennbahn in Rüsselsheim on 10 and 12 April 1929. These Opel RAK rockets were the first European, and after Goddard, the world's second, liquid-fuel rockets in history. In his book Raketenfahrt Valier describes the size of the rockets as of 21 cm in diameter and with a length of 74 cm, weighing 7 kg empty and 16 kg with fuel. The maximum thrust was 45 to 50 kp, with a total burning time of 132 seconds. These properties indicate a gas pressure pumping. The first missile rose so quickly that Sander lost sight of it. Two days later, a second unit was ready to go, Sander tied a 4000 m-long rope to the rocket. After 2000 m of rope had been unwound, the line broke, and this rocket also disappeared in the area, probably near the Opel proving ground and racetrack in Rüsselsheim, the "Rennbahn". Sander and Opel also worked on an innovative liquid-propellant rocket engine for an anticipated flight across the English Channel. By May 1929, the engine produced a thrust of 200 kg (440 lb.) "for longer than fifteen minutes, and in July 1929, the Opel RAK collaborators were able to attain powered phases of more than thirty minutes for thrusts of 300 kg (660-lb.) at Opel's works in Rüsselsheim," again according to Max Valier's account.
The Great Depression led to an end of the Opel-RAK program, but Max Valier continued the efforts. After switching from solid-fuel to liquid-fuel rockets, he died while testing and is considered the first fatality of the dawning space age. Sander's technology was confiscated by the German military in 1935. He was forced to sell his company and was imprisoned for treason. He died in 1938.
In March 1929, General Motors (GM), impressed by Opel's modern production facilities, bought 80% of the company. The Opel family gained $33.3 million from the transaction. Subsequently, during 1935, a second factory was built at Brandenburg for the production of "Blitz" light trucks.In 1929 Opel licensed the design of the radical Neander motorcycle and produced it as the Opel Motoclub in 1929 and 1930, using Küchen, J.A.P., and Motosacoche engines.Fritz von Opel attached solid-fuel rockets to his Motoclub in a publicity stunt, riding the rocket-boosted motorcycle at the Avus racetrack.[20]
After acquiring the remaining shares in 1931, General Motors had full ownership of Adam Opel AG and organized it as a wholly owned subsidiary. In 1935, Opel became the first German car manufacturer to produce over 100,000 vehicles annually. This was because of the popularity of the Opel P4 model. The sales price was 1,650 marks and the car had a 23 PS 1.1 L four-cylinder engine achieving a top speed of 85 km/h. Opel also produced the first mass-production vehicle in Germany with a self-supporting ("unibody") all-steel body, closely following the 1934 Citroën Traction Avant.This was one of the most important innovations in automotive history.[21] Launched in 1935, the Olympia was light and its aerodynamics enhanced performance and fuel economy.
The 1930s was a decade of growth, and by 1937, with 130,267 cars produced. Opel's Rüsselsheim facility was Europe's top in terms of vehicle production, and ranking seventh worldwide.[22]
During the rise of Nazism, Opel benefited from the efforts of the Nazi Party to endear itself to the German public by gaining tax-exempt status to produce inexpensive cars. Opel's share of the German car market expanded from 35 per cent in 1933 over 50 per cent in 1935. [23]
1938 saw the presentation of the highly successful Kapitän. With a 2.5 L six-cylinder engine, all-steel body, front independent suspension, hydraulic shock absorbers, hot-water heating (with electric blower), and central speedometer. 25,374 Kapitäns were made before the intensification of World War II brought automotive manufacturing to a temporary stop in the autumn of 1940, by order of the government.
Both GM and Opel have admitted that Opel used forced labor during World War II.[27] The degree of control that General Motors in the US had over Opel at the time is subject to debate, but by production numbers alone, it is evident that Opel was heavily involved in production of trucks and other equipment.
The Opel Blitz was one of the vehicles used by Germans in The Holocaust as a gas van to kill with carbon monoxide.[28]
It was sold in the UK alongside the stronger-selling Vauxhall version – the Astra – which entered UK production in 1981.
During the 1970s, Opel expressed interest in building an additional production facility in Spain and eventually settled on a location near Zaragoza, intending to develop a new supermini for the 1980s there.The factory opened in 1982, and its first product was the Opel Corsa (imported to the UK as the Vauxhall Nova from 1983).
The Ascona switched to front-wheel drive for an all-new General Motors J-Car global model format in 1981, with the Cavalier nameplate continuing for the UK market. The Kadett was revamped again in 1984, and became the company's first winner of the European Car of the Year accolade.The Rekord's successor, the Opel Omega (still Vauxhall Carlton in the UK), achieved the same success two years later.
The long-running Ascona nameplate was discontinued in 1988, with its replacement being sold as the Vectra, although the UK market version was still sold as the Vauxhall Cavalier.The Opel Manta coupe was also discontinued in 1988, with its Vectra-based successor, the Calibra, being launched the following year. Soon afterward, Opel launched a high-performance version of the Omega – the Lotus Omega (Lotus Carlton in the UK) – which featured Lotus-tuned suspension and had a top speed of 175 mph.
Opel's first turbocharged car was the Opel Rekord 2.3 TD, first shown at Geneva in March 1984.[31]
In the 1990s, Opel was considered GM's cash cow, with profit margins similar to Toyota's. Opel's profit helped to offset GM's losses in North America and to fund GM's expansion into Asia.[32] 1999 was the last time when Opel was profitable for an entire year after almost 20 years.[33]
The first major Opel launch of the 1990s was the 1991 Astra, which spelled the end for the Kadett nameplate that had debuted more than 50 years earlier. The company also turned to JapaneseIsuzu for its first SUV, the Frontera, which was also launched in 1991 but produced in Europe despite its Japanese origins.The larger Monterey joined the company's SUV line-up in 1994, but had been dropped from the UK and continental markets by 2000 due to disappointing sales.
At the end of 1992, the company unveiled a completely new Corsa, which, like the original model, was produced at the Zaragoza plant. This car carried the Corsa nameplate on the UK market as a Vauxhall.
A second generation Omega was launched in early 1994. It remained in production for a decade, but when production finished, there was no direct successor due to declining sales of executive saloon models from mainstream brands. A Corsa-based coupe, the Tigra, was also launched around this time and lasted in production for six years.
The second generation Opel Vectra was launched in 1995, with the Vectra nameplate now extending to the Vauxhall version in the UK.
The first Opel MPV, the Sintra, was launched in Europe in 1996, imported from the US where it was sold as a Pontiac, but discontinued after three years due to disappointing sales. The Vauxhall-badged UK market version was also slated in motoring surveys for its dismal build quality and reliability.
1997 saw the demise of the Calibra coupe after an eight-year production, with no immediate replacement.
The Opel Astra hatchbacks, saloons, and estate were wholly revamped for 1998 and, within two years, had also spawned coupe and cabriolet versions, as well as a compact MPV, the Zafira.
In 1999, Opel unveiled its first sports car, the Speedster (Vauxhall VX220 in the UK). However, it was not a success and was discontinued in 2005. The company moved into the city car market in early 2000 with the Agila launch.
The third generation Opel Corsa was launched in 2000, followed by a new version of the Vectra in 2002 and the Astra in 2004.
Three generations of Vectra gave way to the Insignia in 2008, with the new model becoming the company's first European Car of the Year award winner for 22 years.
After the 2008 financial crisis, and the General Motors Chapter 11 reorganization, on 10 September 2009, GM agreed to sell a 55% stake in Opel to a consortium including Magna group and Sberbank – with the approval of the German government.The deal was later called off.[34]
With ongoing restructuring plans, Opel announced the closure of its Antwerp plant in Belgium by the end of 2010.[35]
In 2010, Opel announced that it would invest around €11 billion in the next five years.[36] €1 billion of that was designated solely for the development of innovative and fuel-saving engines and transmissions.[37]
On 29 February 2012, Opel announced the creation of a major alliance with PSA Peugeot Citroen, resulting in GM taking a 7% share of PSA, becoming PSA's second-largest shareholder after the Peugeot family.The alliance was intended to enable $2 billion per year of cost savings through platform sharing, common purchasing, and other economies of scale.[38] In December 2013, GM sold its 7% interest in PSA for £250 million, after plans of cost savings were not as successful.Opel was said to be among Europe's most aggressive discounters in the market.[39] GM reported a 2016 loss of US$257 million from its European operations.[40] It is reported that GM has lost about US$20 billion in Europe since 1999.[41]
Opel's plant in Bochum closed in December 2014, after 52 years of activity, due to overcapacity.[42]
Opel withdrew from China, where it had a network of 22 dealers, in early 2015[43] after General Motors decided to withdraw its Chevrolet brand from Europe starting in 2016.[44]
In the 2018 financial year, Opel achieved an operating income of €859 million. It was the first positive income since 1999.[49][50]
Below is a list of the most recent Opel models which were sold under GM's North American brands.
Buick Regal (fifth generation, 2009–2017, and sixth generation, 2018–2020)
The last two generations of the Buick Regal have been rebadged versions of the Opel Insignia.[73] The main differences are the modified radiator grill and the altered colour of the passenger compartment illumination (blue instead of red). The Regal GS is comparable to the Insignia OPC. The 5th generation Buick Regal was first assembled alongside the Insignia at the Opel plant in Rüsselsheim. In the first quarter of 2011, it began to be built on the flexible assembly line at the GM plant in Oshawa, Ontario, Canada.[74] All 6th generation Buick Regals were built alongside the Insignia at the Opel plant in Rüsselsheim, Germany.
Buick Cascada
The Buick Cascada was a rebadged Opel Cascada, built in Poland and sold in the United States unchanged from the Opel in all but badging.[75][76]
Buick LaCrosse
Unlike the vehicles listed above, the Buick LaCrosse was not a rebadged version of an Opel model.However, it was based on a long-wheelbase version of the Opel-developed Epsilon II-platform, so shared many key components with the Opel Insignia and thereby the Buick Regal.
Saturn Astra (2008–2009)
The Astra H was sold in the US as the Saturn Astra for model years 2008 and 2009.
Saturn L-Series (2000–2005)
The Saturn L-Series was a modified version of the Opel Vectra B. Though the Saturn had different exterior styling and had plastic door panels, it shared the same body shape as the Opel.Both cars rode on the GM2900 platform. The Saturn also had a different interior, yet shared some interior parts, such as the inside of the doors.
Saturn VUE (2nd generation, 2008–2010), Chevrolet Captiva Sport
The second generation of the Saturn VUE, introduced in 2007 for the 2008 model year, was a rebadged version of the German-designed Opel Antara, manufactured in Mexico. After the demise of the Saturn brand, the VUE was discontinued, but the car continued to be produced and sold as Chevrolet Captiva Sport in Mexican and South American markets. The Chevrolet Captiva Sport was introduced for the US commercial and fleet markets in late 2011 for the 2012 model.
Buick Regal (fifth generation, 2009–2017, and sixth generation, 2018–2020)
The last two generations of the Buick Regal have been rebadged versions of the Opel Insignia.[73] The main differences are the modified radiator grill and the altered colour of the passenger compartment illumination (blue instead of red). The Regal GS is comparable to the Insignia OPC. The 5th generation Buick Regal was first assembled alongside the Insignia at the Opel plant in Rüsselsheim. In the first quarter of 2011, it began to be built on the flexible assembly line at the GM plant in Oshawa, Ontario, Canada.[74] All 6th generation Buick Regals were built alongside the Insignia at the Opel plant in Rüsselsheim, Germany.
Buick Cascada
The Buick Cascada was a rebadged Opel Cascada, built in Poland and sold in the United States unchanged from the Opel in all but badging.[75][76]
Buick LaCrosse
Unlike the vehicles listed above, the Buick LaCrosse was not a rebadged version of an Opel model.However, it was based on a long-wheelbase version of the Opel-developed Epsilon II-platform, so shared many key components with the Opel Insignia and thereby the Buick Regal.
Saturn Astra (2008–2009)
The Astra H was sold in the US as the Saturn Astra for model years 2008 and 2009.
Saturn L-Series (2000–2005)
The Saturn L-Series was a modified version of the Opel Vectra B. Though the Saturn had different exterior styling and had plastic door panels, it shared the same body shape as the Opel.Both cars rode on the GM2900 platform. The Saturn also had a different interior, yet shared some interior parts, such as the inside of the doors.
Saturn VUE (2nd generation, 2008–2010), Chevrolet Captiva Sport
The second generation of the Saturn VUE, introduced in 2007 for the 2008 model year, was a rebadged version of the German-designed Opel Antara, manufactured in Mexico. After the demise of the Saturn brand, the VUE was discontinued, but the car continued to be produced and sold as Chevrolet Captiva Sport in Mexican and South American markets. The Chevrolet Captiva Sport was introduced for the US commercial and fleet markets in late 2011 for the 2012 model.
Opel cars appeared under their own name in the U.S. from 1958 to 1975, when they were sold through Buick dealers as captive imports.The best-selling Opel models in the U.S. were the 1964 to 1972 Opel Kadett, the 1971 to 1975 Opel Manta, and the 1968 to 1973 Opel GT.[71][72] (The name "Opel" was also applied from 1976 to 1980 to vehicles manufactured by Isuzu (similar to the "Isuzu I-Mark"), but mechanically those were entirely different cars).
Historically, Opel vehicles have also been sold at various times in the North American market as either heavily modified, or "badge-engineered" models under the Chevrolet, Buick, Pontiac, Saturn, and Cadillac brands – for instance the J-body platform, which was largely developed by Opel – was the basis of North American models such as the Chevrolet Cavalier and Cadillac Cimarron. Below is a list of the most recent Opel models which were sold under GM's North American brands.
Buick Regal (fifth generation, 2009–2017, and sixth generation, 2018–2020)
The last two generations of the Buick Regal have been rebadged versions of the Opel Insignia.[73] The main differences are the modified radiator grill and the altered colour of the passenger compartment illumination (blue instead of red). The Regal GS is comparable to the Insignia OPC. The 5th generation Buick Regal was first assembled alongside the Insignia at the Opel plant in Rüsselsheim. In the first quarter of 2011, it began to be built on the flexible assembly line at the GM plant in Oshawa, Ontario, Canada.[74] All 6th generation Buick Regals were built alongside the Insignia at the Opel plant in Rüsselsheim, Germany.
Buick Cascada
The Buick Cascada was a rebadged Opel Cascada, built in Poland and sold in the United States unchanged from the Opel in all but badging.[75][76]
Buick LaCrosse
Unlike the vehicles listed above, the Buick LaCrosse was not a rebadged version of an Opel model.However, it was based on a long-wheelbase version of the Opel-developed Epsilon II-platform, so shared many key components with the Opel Insignia and thereby the Buick Regal.
Saturn Astra (2008–2009)
The Astra H was sold in the US as the Saturn Astra for model years 2008 and 2009.
Saturn L-Series (2000–2005)
The Saturn L-Series was a modified version of the Opel Vectra B. Though the Saturn had different exterior styling and had plastic door panels, it shared the same body shape as the Opel.Both cars rode on the GM2900 platform. The Saturn also had a different interior, yet shared some interior parts, such as the inside of the doors.
Saturn VUE (2nd generation, 2008–2010), Chevrolet Captiva Sport
The second generation of the Saturn VUE, introduced in 2007 for the 2008 model year, was a rebadged version of the German-designed Opel Antara, manufactured in Mexico. After the demise of the Saturn brand, the VUE was discontinued, but the car continued to be produced and sold as Chevrolet Captiva Sport in Mexican and South American markets. The Chevrolet Captiva Sport was introduced for the US commercial and fleet markets in late 2011 for the 2012 model.
Buick Regal (fifth generation, 2009–2017, and sixth generation, 2018–2020)
The last two generations of the Buick Regal have been rebadged versions of the Opel Insignia.[73] The main differences are the modified radiator grill and the altered colour of the passenger compartment illumination (blue instead of red). The Regal GS is comparable to the Insignia OPC. The 5th generation Buick Regal was first assembled alongside the Insignia at the Opel plant in Rüsselsheim. In the first quarter of 2011, it began to be built on the flexible assembly line at the GM plant in Oshawa, Ontario, Canada.[74] All 6th generation Buick Regals were built alongside the Insignia at the Opel plant in Rüsselsheim, Germany.
Buick Cascada
The Buick Cascada was a rebadged Opel Cascada, built in Poland and sold in the United States unchanged from the Opel in all but badging.[75][76]
Buick LaCrosse
Unlike the vehicles listed above, the Buick LaCrosse was not a rebadged version of an Opel model.However, it was based on a long-wheelbase version of the Opel-developed Epsilon II-platform, so shared many key components with the Opel Insignia and thereby the Buick Regal.
Saturn Astra (2008–2009)
The Astra H was sold in the US as the Saturn Astra for model years 2008 and 2009.
Saturn L-Series (2000–2005)
The Saturn L-Series was a modified version of the Opel Vectra B. Though the Saturn had different exterior styling and had plastic door panels, it shared the same body shape as the Opel.Both cars rode on the GM2900 platform. The Saturn also had a different interior, yet shared some interior parts, such as the inside of the doors.
Saturn VUE (2nd generation, 2008–2010), Chevrolet Captiva Sport
The second generation of the Saturn VUE, introduced in 2007 for the 2008 model year, was a rebadged version of the German-designed Opel Antara, manufactured in Mexico. After the demise of the Saturn brand, the VUE was discontinued, but the car continued to be produced and sold as Chevrolet Captiva Sport in Mexican and South American markets. The Chevrolet Captiva Sport was introduced for the US commercial and fleet markets in late 2011 for the 2012 model.
Opel exports a variety of models to Algeria,[77] Egypt, Morocco,[78] South Africa, and Tunisia.[78]
South Africa
The 2015 Opel range in South Africa comprises the Opel Adam, Opel Astra, Opel Corsa, Opel Meriva, Opel Mokka, and Opel Vivaro.No diesel versions are offered.
From 1986 to 2003, Opel models were produced by Delta Motor Corporation, a company created through a management buyout following of GM's divestment from apartheid South Africa. Delta assembled the Opel Kadett, with the sedan version called the Opel Monza. This was replaced by the Opel Astra, although the Kadett name was retained for the hatchback and considered a separate model.A version of the Rekord Series E remained in production after the model had been replaced by the Omega in Europe, as was a Commodore model unique to South Africa, combining the bodyshell of the Rekord with the front end of the revised Senator.The Opel Corsa was introduced in 1996, with kits of the Brazilian-designed sedan and pick-up (known in South African English as a bakkie) being locally assembled.
Although GM's passenger vehicle line-up in South Africa consisted of Opel-based models by the late 1970s, these were sold under the Chevrolet brand name, with only the Kadett being marketed as an Opel when it was released in 1980.In 1982, the Chevrolet brand name was dropped, with the Ascona, Rekord, Commodore, and Senator being rebadged as Opels.
South Africa
The 2015 Opel range in South Africa comprises the Opel Adam, Opel Astra, Opel Corsa, Opel Meriva, Opel Mokka, and Opel Vivaro.No diesel versions are offered.
From 1986 to 2003, Opel models were produced by Delta Motor Corporation, a company created through a management buyout following of GM's divestment from apartheid South Africa. Delta assembled the Opel Kadett, with the sedan version called the Opel Monza. This was replaced by the Opel Astra, although the Kadett name was retained for the hatchback and considered a separate model.A version of the Rekord Series E remained in production after the model had been replaced by the Omega in Europe, as was a Commodore model unique to South Africa, combining the bodyshell of the Rekord with the front end of the revised Senator.The Opel Corsa was introduced in 1996, with kits of the Brazilian-designed sedan and pick-up (known in South African English as a bakkie) being locally assembled.
Although GM's passenger vehicle line-up in South Africa consisted of Opel-based models by the late 1970s, these were sold under the Chevrolet brand name, with only the Kadett being marketed as an Opel when it was released in 1980.In 1982, the Chevrolet brand name was dropped, with the Ascona, Rekord, Commodore, and Senator being rebadged as Opels.
Oceania
Many Opel models or models based on Opel architectures have been sold in Australia and New Zealand under the Holden marque, such as the Holden Barina (1994–2005), which were rebadged versions of the Opel Corsa, the Holden Astra, a version of the Opel Astra, and the Captiva 5, a version of the Opel Antara.In New Zealand, the Opel Kadett and Ascona were sold as niche models by General Motors New Zealand in the 1980s, while the Opel brand was used on the Opel Vectra until 1994.
For the first time ever, the Opel brand was introduced to Australia on 1 September 2012, including the Corsa, Astra, Astra GTC, and Insignia models.[79][80] On 2 August 2013, Opel announced it was ending exports to Australia due to poor sales, with only 1,530 vehicles sold in the first ten months.[81][82]
After the closure of Opel Australia, Holden imported newer Opel models such as the Astra GTC (ceased 1 May 2017), Astra VXR (Astra OPC), Cascada (ceased 1 May 2017), and Insignia VXR (Insignia OPC, ceased 1 May 2017), under the Holden badge.[83] The 2018 5th-gen Holden Commodore ZB is a badge-engineered Opel Insignia, replacing the Australian-made, rear-wheel-drive Commodore with the German-made front-wheel/all-wheel-drive Insignia platform; however this model is no longer offered since the closure of Holden.
Opel returned to the New Zealand market in 2022, backed by the existing importer of the Peugeot and Citroën brands.[84][85] Opel's New Zealand model line-up consists of the Corsa, Mokka, Astra and Grandland models, with the first two in both electric and petrol drivetrains.[86]
Asia
China
Opel's presence in China recommenced in 2012 with the Antara, and added the Insignia estate in 2013.[87] Opel-derived models are also sold as Buick.On 28 March 2014, Opel announced that it would leave China in 2015.[88]
Japan
Opel was long General Motors' strongest marque in Japan, with sales peaking at 38,000 in 1996.However, the brand was withdrawn from the Japanese market in December 2006, with just 1,800 sales there in 2005.[89] Since then, Opel has not sold any cars or SUVs in Japan.In December 2019, Groupe PSA announced intentions for Opel to return on the Japanese market in 2022, however the plan was eventually delayed indefinitely after PSA merger into Stellantis due to impact of Covid-19 and chip shortages.[90][91]
Singapore
A wide range of Opel models are exported to Singapore.
Malaysia
Opel was marketed in Malaysia beginning from the 1970s, and early models exported were Kadett, Gemini, and Manta.Opel had moderate sales from the 1980s until the early 2000s, when Malaysian car buyers favoured Japanese and Korean brand cars such as Toyota, Honda, Hyundai (Inokom) and Kia (Naza), which offered more competitive prices.Sales of Opel cars in Malaysia were dropped then, as Opel's prices were slightly higher than the same-segment Japanese, Korean, and local Proton and Perodua cars, and they were hard to maintain, had bad aftersales services, and spare parts were not readily available.
Opel was withdrawn from Malaysian market in 2003, and the last models sold were the Zafira, Astra, and Vectra, and the rebadged Isuzu MU as the Frontera, later replaced by Chevrolet.
India
Opel India Pvt Ltd (OIPL) was founded in 1996 and gave the average Indian car buyers their first choice of (somewhat) affordable German engineering with the Astra sedan. Opel was withdrawn from the Indian market in 2006, replaced by Chevrolet.
Indonesia
Since 1938, the country has been producing Opels in a General Motors-owned plant since 1938. The plant was nationalized in 1957. In 1995, General Motors invested a new manufacturing plant in Indonesia, producing the Opel Astra (as Opel Optima), Opel Vectra, and Chevrolet Blazer (as Opel Blazer).[92] The latter was proved a sales success in the country.[93] In 2002, the Opel brand was replaced by the global Chevrolet brand.[94]
Thailand
Since the 1970s, Opel cars were imported along with Holden cars by Universal Motors Thailand and Asoke Motors.Among the models imported were the Opel Rekord, Holden Torana, and the Opel Olympia. They were replaced by Phranakorn Yontrakarn (PNA) as the exclusive distributor of Opel cars in Thailand in the mid-1980s. PNA imported the Kadett, Astra, Vectra, Omega, and the Calibra to Thailand.The Corsa B was one of the more popular Opel models sold by PNA in the 1990s.In the mid to late 1990s, General Motors Thailand took over from PNA in the overseeing of sales and distribution of Opel cars in the country, with plans to build an assembly plant in Rayong to manufacture the Zafira for the domestic and export markets.However, due to the 1997 Asian financial crisis, the Opel brand was phased out from the Thai market in 2000 and was replaced by Chevrolet.The Zafira A, by then rebadged as a Chevrolet, went on sale in May 2000, to considerable success.
Philippines
Opel was one of the most popular non-Japanese car brands in the country during the 1970s and the 1980s alongside Ford, but left the Filipino market in 1985 as a result of the economic crisis at that time. GM Philippines returned with the Opel brand in 1997, and started selling the Vectra, Omega and later the Tigra and Astra. Sales were good years after its introduction but Opel still struggled as Japanese manufacturers dominated the local automobile market. GM Philippines withdrew the brand by 2004–2005 due to poor sales. The last cars sold by Opel in the country before leaving the Philippine market were the Astra and the Zafira A (Which was being sold under the Chevrolet brand). The Opel brand was later replaced by Chevrolet's lineup.
Taiwan
In the 1980s, Kadett E and Omega A were imported to the Taiwanese market but the dealers imported base models and modified them with unstable quality. The CAC company became the sole import agent of Opel in Taiwan and the models were later manufacturing and sold the Astra F and Vectra B in the market. However, CAC went bankrupt in the late 1990s and stopped manufacturing Opel cars. GM Taiwan and then Yulon GM, a joint venture between Yulong and General Motors, kept importing and selling Astra G/H, Corsa B/C, Omega B, and Zafira A/B in Taiwan until 2012.[95][96][97] In 2022, Master Win Group relaunched Opel in the Taiwanese market.[98]
China
Opel's presence in China recommenced in 2012 with the Antara, and added the Insignia estate in 2013.[87] Opel-derived models are also sold as Buick.On 28 March 2014, Opel announced that it would leave China in 2015.[88]
Japan
Opel was long General Motors' strongest marque in Japan, with sales peaking at 38,000 in 1996.However, the brand was withdrawn from the Japanese market in December 2006, with just 1,800 sales there in 2005.[89] Since then, Opel has not sold any cars or SUVs in Japan.In December 2019, Groupe PSA announced intentions for Opel to return on the Japanese market in 2022, however the plan was eventually delayed indefinitely after PSA merger into Stellantis due to impact of Covid-19 and chip shortages.[90][91]
Singapore
A wide range of Opel models are exported to Singapore.
Malaysia
Opel was marketed in Malaysia beginning from the 1970s, and early models exported were Kadett, Gemini, and Manta.Opel had moderate sales from the 1980s until the early 2000s, when Malaysian car buyers favoured Japanese and Korean brand cars such as Toyota, Honda, Hyundai (Inokom) and Kia (Naza), which offered more competitive prices.Sales of Opel cars in Malaysia were dropped then, as Opel's prices were slightly higher than the same-segment Japanese, Korean, and local Proton and Perodua cars, and they were hard to maintain, had bad aftersales services, and spare parts were not readily available.
Opel was withdrawn from Malaysian market in 2003, and the last models sold were the Zafira, Astra, and Vectra, and the rebadged Isuzu MU as the Frontera, later replaced by Chevrolet.
India
Opel India Pvt Ltd (OIPL) was founded in 1996 and gave the average Indian car buyers their first choice of (somewhat) affordable German engineering with the Astra sedan. Opel was withdrawn from the Indian market in 2006, replaced by Chevrolet.
Indonesia
Since 1938, the country has been producing Opels in a General Motors-owned plant since 1938. The plant was nationalized in 1957. In 1995, General Motors invested a new manufacturing plant in Indonesia, producing the Opel Astra (as Opel Optima), Opel Vectra, and Chevrolet Blazer (as Opel Blazer).[92] The latter was proved a sales success in the country.[93] In 2002, the Opel brand was replaced by the global Chevrolet brand.[94]
Thailand
Since the 1970s, Opel cars were imported along with Holden cars by Universal Motors Thailand and Asoke Motors.Among the models imported were the Opel Rekord, Holden Torana, and the Opel Olympia. They were replaced by Phranakorn Yontrakarn (PNA) as the exclusive distributor of Opel cars in Thailand in the mid-1980s. PNA imported the Kadett, Astra, Vectra, Omega, and the Calibra to Thailand.The Corsa B was one of the more popular Opel models sold by PNA in the 1990s.In the mid to late 1990s, General Motors Thailand took over from PNA in the overseeing of sales and distribution of Opel cars in the country, with plans to build an assembly plant in Rayong to manufacture the Zafira for the domestic and export markets.However, due to the 1997 Asian financial crisis, the Opel brand was phased out from the Thai market in 2000 and was replaced by Chevrolet.The Zafira A, by then rebadged as a Chevrolet, went on sale in May 2000, to considerable success.
Philippines
Opel was one of the most popular non-Japanese car brands in the country during the 1970s and the 1980s alongside Ford, but left the Filipino market in 1985 as a result of the economic crisis at that time. GM Philippines returned with the Opel brand in 1997, and started selling the Vectra, Omega and later the Tigra and Astra. Sales were good years after its introduction but Opel still struggled as Japanese manufacturers dominated the local automobile market. GM Philippines withdrew the brand by 2004–2005 due to poor sales. The last cars sold by Opel in the country before leaving the Philippine market were the Astra and the Zafira A (Which was being sold under the Chevrolet brand). The Opel brand was later replaced by Chevrolet's lineup.
Taiwan
In the 1980s, Kadett E and Omega A were imported to the Taiwanese market but the dealers imported base models and modified them with unstable quality. The CAC company became the sole import agent of Opel in Taiwan and the models were later manufacturing and sold the Astra F and Vectra B in the market. However, CAC went bankrupt in the late 1990s and stopped manufacturing Opel cars. GM Taiwan and then Yulon GM, a joint venture between Yulong and General Motors, kept importing and selling Astra G/H, Corsa B/C, Omega B, and Zafira A/B in Taiwan until 2012.[95][96][97] In 2022, Master Win Group relaunched Opel in the Taiwanese market.[98]
South America
Several Opel models were sold across Latin America, mainly Brazil and Argentina, for decades with Chevrolet development badges and its derivatives, including the Corsa, Kadett, Astra, Vectra, Omega, Meriva, and Zafira. In the early 2010s, the Chevrolet line-up changed to adopt North American models such as the Spark, Sonic, and Cruze, or local, own Brazilian development models like the Cobalt, Celta, Onix, Spin, and Agile - of which the Onix, Cobalt, and Spin are still produced. This ended once Opel came under Stellantis ownership.
Opel has exported a wide range of products to Chile since 2011[99] and Colombia, Ecuador, Uruguay since 2021.
Europe
United Kingdom
Ireland
In the 1980s, Opel became the sole GM brand name in Ireland, with the Vauxhall brand having been dropped.[100] Vauxhall's Managing Director has also been Opel Ireland's Chief Executive since 2015.[101]
There were two Opel-franchised assembly plants in Ireland in the 1960s.One in Ringsend, Dublin, was operated by Reg Armstrong Motors, which also assembled NSU cars and motorcycles.The second assembly plant was based in Cork and operated by O'Shea's, which also assembled Škoda cars and Zetor tractors. The models assembled were the Kadett and the Rekord. From 1966, the Admiral was imported as a fully built unit and became a popular seller.
United Kingdom
Ireland
In the 1980s, Opel became the sole GM brand name in Ireland, with the Vauxhall brand having been dropped.[100] Vauxhall's Managing Director has also been Opel Ireland's Chief Executive since 2015.[101]
There were two Opel-franchised assembly plants in Ireland in the 1960s.One in Ringsend, Dublin, was operated by Reg Armstrong Motors, which also assembled NSU cars and motorcycles.The second assembly plant was based in Cork and operated by O'Shea's, which also assembled Škoda cars and Zetor tractors. The models assembled were the Kadett and the Rekord. From 1966, the Admiral was imported as a fully built unit and became a popular seller.
