Market
Opel closed 2004 with total sales of 51,731
passenger vehicles and a market share of 11.5%,
ranking it second in the sector. In the same
period, the automotive giant ranked eighth in
the commercial vehicles segment with a 2.2%
market share, selling 6,323 commercial vehicles.
As a result, the company was ranked sixth in the
Turkish automotive sector with total sales of
58,054 automobiles in 2004 alone, giving it an
overall market share of 7.8%.
Since it was first launched, the Opel Vectra
has held the leadership of the J segment and
sold more than 400,000 units in Turkey in the
period 1990 to 2005, making it Turkey’s number
one selling car with a market share of 24.2%.
Achievements
Opel presents models that are a perfect
combination of design, technology and German
engineering. Opel has invested 110 billion to
develop new products.
With its continually developing network of 51
authorized dealers and 3S services – Sales,
Service, After-sales services – Opel became one
of the top three consumers’ choices in 2004.
Due to the semi-annual new vehicle
development policies and the product rush this
creates, Opel has become a pioneer of the Turkish
automotive sector. Presenting the best products
to its customers, Opel goes to great lengths to
implement the latest technology. This is
paramount to General Motors’ (GM) overall
strategy for enhancing its Turkish market performance.
In 2004, the Opel Astra was chosen as the
safest model in its class, taking home the Five
Stars Award in Euro NCAP tests. In the same
period, the well-rounded seats of the Opel
Vectra and Signum both received approval from
AGR’s ‘More Healthy Backs Campaign’.
In the same year, AUTOStrassenverkehr and
Mot automobile magazines chose the Opel Zafira
as the most successful, multi-purpose vehicle in
Germany based on the voting preferences of
more than 46,000 readers. In addition, the Zafira
was chosen as the Best Looking Automobile in
the ‘Compact Van’ category by 40.8% of readers
– the widest reader audience.
In March 2004, the Tigra TwinTop was
chosen as the ‘Cabrio of 2004’ and the Opel 1.3
CDTI ECOTEC was chosen as 2005 engine of
the year in the ‘1.0-1.4 Engine Volume’ category
at the Geneva Automobile Fair.
History
Adam Opel AG began work as a sewing machine
manufacturer in 1862, and later moved into bicycle
making. These two businesses lost their value at
the end of the 19th century and so the company
bought the Friederich Lutzmann motorcar
factory on January 21st 1899. In early 1902, the
company started to produce and sell the French
Darracq models under the Opel-Darracq brand.
In the autumn of 1902, the firm launched its
first design, the 10/12 hp model, which the company
exhibited at the Hamburg Motor Vehicles Fair.
In 1906, the company manufactured 1000 vehicles.
Opel became the largest German automobile
manufacturer in 1914 by producing the 4/8 hp
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model known as the ‘Doctor Wagen’ in 1909.
In 1920, the company produced the small
4/12 hp model known as Laubfrosch and this
went on to become the first automobile in the
company’s history to sell 100,000 units. In 1928,
Opel was the largest German automobile
manufacturer with a 37.5% market share and
total sales of 42,771 vehicles.
The economic crisis in the 1920s led the Opel
Brothers to look for a
partner and reached an
agreement with the
General Motors Corporation.
With that partnership,
Opel could then expand
worldwide. The company
produced the Opel Olympia
in 1935 and launched the
Kadett in 1936.
In 1940, just before the
Nazi regime stopped
automobile manufacturing,
the company produced its
one-millionth Opel. After
the war, the company
rebuilt the factory, which
had been destroyed on
May 8th 1945, and launched a new version of
the popular Opel Olympia model in 1947.
In 1953, annual manufacturing increased to
over 100,000 units and, in 1956, the company’s
German market share reached 17.6% with sales
of 207,010 vehicles.
In 1962, Adam Opel AG opened a second
factory in Bochum and the new Kadett was
produced in that plant. The Kadett sold 11 million
units prior to the arrival of the Astra in 1991.
In 1965, the Experimental GT model was
launched and, in the1970s, the Opel Ascona
model created a new trend. The Opel Manta
coupe became the classic Opel sports model
and achieved total sales of 500,000 units.
After four years, a third plant was built to
focus on spare parts manufacturing.
In 1982, the company opened its first plant
outside Germany, in the Spanish city of
Saragossa. The Corsa, which was produced at
the Spanish plant, became the best selling
automobile in its class. One year later, production
of the Senator started in Rüsselsheim.
In 1986, the Opel Omega replaced the Kadett
and, in 1988, the Vectra succeeded the Ascona.
In 1990, the Rüsselsheim company revitalized
the classic coupe automobile with the Calibra.
Opel was the first German manufacturer to
produce high volumes of 4x4, off-road-capable
vehicles, and its Frontera quickly became the
market leader. In 1990, the company chose
Esinach for its fourth production area.
Also in 1990, Opel’s activities in Turkey
started in Torbal›, near ‹zmir. The shareholders
of General Motors Turkey are General Motors –
the biggest automobile manufacturer worldwide
– with a 0.5% share and Adam Opel AG with
the remaining holding of 99.5%.
Product
Opel does not consider cars as merely necessities,
but also considers the pleasure they engender;
they are also an expression of lifestyle. The Insignia
concept car, which is one of the latest products
of this philosophy, is a combination of intelligent
thinking, dynamic design and innovative technology.
The interior can transform from a sporty coupe
to a safe family automobile.
Tigra TwinTop, which with attractive design, high
levels of comfort and the promise of adventure,
matches excellent road handling with performance.
The New Opel Astra, launched in 2004, impresses
drivers with its clean lines and is notable for its
strong, safe stance. The New Astra Wagon, with
the FlexOrganizer® baggage organization system
designed especially for Opel, unites safety with
the dynamic pleasure of a compact automobile.
GTC, the third model in the Astra new generation’s
range, is striking in concept with its 200 hp
power, sports gearing and smooth profile.
The highly admired Opel Vectra has proven its
quality and performance by meeting the expectations
of drivers worldwide. The Vectra reflects its owner
through its dynamism, safety, and assertive stance.
The Vectra Caravan is one of the most exciting
models in the Opel Vectra family and offers
maximum usage area for carrying passengers.
The Vectra GTS is a sportsman, yet with close
attention to detail, superior interior design and
original coupe lines.
The new Opel Zafira, which was launched in
late 2005 in Turkey, has an assertive presence
while offering class-leading interior space and
flexibility in the compact van segment.
Opel’s aim in the commercial vehicle segment
is to produce models that meet needs and it does
so with a range composed of the Corsa Van, Combo
Panelvan, Combo City Plus, Vivaro and Movano.
Recent Developments
Opel has achieved a great deal and set many
precedents since it was founded. The company’s
success continues with recent innovations.
Common-rail diesel technology (CDTi) is one of
those achievements, bringing new levels of
performance and economy to diesel engines.
The Vectra NB, Vectra Caravan, Signum and
New Zafira models are the pinnacle in compact
van and middle-upper class diesel vehicles
because of there successful concepts, wide
interior space, high levels of comfort and
accessories, and driver-oriented design. Those
vehicles are equipped with 1.9 CDTi engine
technologies, which utilise common-rail direct
multi-point injection. Opel’s new 1.9 CDTi
engine technologies ensure superior drive
dynamics and comfort for all its customers.
The AFL Headlight System, in other words
Adaptive Forward Lighting, increases drive
quality by working as the eyes of the automobile.
AFL headlights with Bi-Xenon properties are an
option available in many Opel models.
The Climate controlled Multi-Contour Seat
System offers a driving seat that can be adjusted
into eight different positions. In addition, the electrically
operated lumber support can be adjusted in four
different ways, enabling the driver to choose his
or her most comfortable drive position.
IDSPlus suspension system presents high
standards of road dynamics and active security.
It provides maximum possible drive comfort and
decreased overall stopping distance by
improving tire grip in all driving conditions.
Astra GTC, which was launched in April 2005,
is a class leader for its dynamic design, 200 hp
engine and innovative chassis technology.
The Cabrio-coupé, with its electro-hydraulic
pliable steel roof, and the Tigra TwinTop model’s
smart concept have and continue to attract the
attention of customers throughout the country.
The new dynamic and multi-purpose
seven-seater Zafira was launched
in Turkey in October 2005.
Promotion
Since 2002, Opel has embarked on major
changes. These continue with changes in ideas,
product design and communication activities,
especially in the language used for the brand’s
communication.
This was reflected within one year of the
company’s changed marketing solutions and
brand positioning. Naturally, the idea behind all
these efforts is increasing awareness of and
reinforcing trust in the Opel brand.
Opel highlighted some key points that the
company was already known for, such as: brand
recognition, reliability, and high quality and
innovative German technology. The company
has always aimed to understand consumer’s
needs, produce solutions for them and to
enhance their life.
Opel has a philosophy to produce
automobiles not only for consumers, but also for
individuals by merging its 100 years of
experience with fresh ideas. To apply this
philosophy, all products and services are
developed to be consumer-oriented. The basis
of the consumer-oriented campaigns in 2005
was again all about being able to produce fresh
ideas.
Opel sponsored the movie ‘The Incredibles’,
one of the most successful animated movies
throughout Europe. The sponsorship was
undertaken to identify the film’s main
characters with properties of Opel vehicles.
Opel realized the longest test drive in
Europe, ‘The Million Kilometres Test Drive’
with Opel. This was the first such activity in the
sector. The company expressed its trust in its
brand and products
by offering consumers the three-day test drives.
The number of people who test-drove Opel
models as part of this campaign reached around
500,000.
Brand Values
The Opel brand was established according to
the concepts of dynamism and versatility. The
quality of the drive is at the forefront of the
company’s ideas, which is apparent when you
look at the new technologies being used. Opel
occupies a special place in the world automobile
market for its innovative, creative and practical
ideas, as well as its exciting concepts that make
no concessions on quality and driving dynamics.
Opel applies strategies that present the most
preferred automobile models to the world
market. The firm’s employees believe that the
integrity of a strong retailing network worldwide,
teamwork and continuous development of new
ideas are the most important factors in gaining
customer satisfaction. While Opel caters to
everyone due to its wide model range, the
company pays close attention to customer
satisfaction.
www.opel.com.tr
THINGS YOU DIDN’T KNOW ABOUT
Opel
The Opel Patent Motor Automobile-Lutzmann
System, which was implemented in 1899, is
one of the company’s main achievements that
enabled it to extend its operations worldwide.
Opel is the second oldest German automobile
manufacturer that is actively producing today.
General Motors provides employment
opportunities for more than 325,000 people
around the globe, produces in 32 countries and
sells in 192 countries.
In 2003, General Motors took a nearly 15%
global market share with the sale of 8.6 million
units.
600 people across the world are researching
the GM Fuel Cell in an effort to bring fuel cell
technology to production models.
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