JKR

Vauxhall

Vauxhall, a Champion of Design? Can it be true?

But hold your judgement for a moment. Although Vauxhall’s fortunes have ebbed and flowed, right now they’re back on form. This is a locally made, mass manufacturer operating in the most price-sensitive market. They’re managing to hold their own against more aspirational marques from continental Europe and resisting cheap competition from the Far East. Put it down to solid engineering and an edgy aesthetic.

Take a look at the Insignia – Top Gear’s exec saloon of the year and a lot of car for your money. Or Corsa, a sharper style that chimes perfectly with a populist audience. Less attractive perhaps, but Zafira offers the functionality that counts in the 7-seater segment. And finally, there’s Astra, perennial bridesmaid to the Focus that‘s finally made it to the altar.

Let’s face it, take price out of the equation, if all cars nowadays are reliable, deliver improved economy, offer adequate handling and safety within the legal limit, what do you choose on other than looks?

So let’s learn from Vauxhall’s success in defining a competitive, contemporary style. Not just on individual models but across their entire range. For them to do so when business was good would be notable. To do so when they’ve just emerged from bankruptcy protection is little short of remarkable.

By Andy Knowles, Chairman, jkr. For the full article, see this week's copy of Marketing magazine.