Tuesday, October 31, 2023

Opel’s Facelift

Thanks for reading Hyperdrive, Bloomberg's newsletter on the future of the auto world. Read today's featured story in full online here.Stell

Thanks for reading Hyperdrive, Bloomberg's newsletter on the future of the auto world. Read today's featured story in full online here.

Stellantis Eyes Gen Z

Stellantis is pulling out all the stops to give Opel a facelift in Europe's race to compete with cheaper Chinese electric vehicles.

The carmaker sent its new electric Corsa to dealerships earlier this month, flanking the sales offensive with a TV spot clearly targeting a younger demographic. Over pulsating techno beats, Gen Zers ask: "Is it fun to drive?", "Can it charge fast?" and, crucially, "Does it look good in slow motion?" The answer: "Yes, of Corsa."

Bolstering Opel is key for Stellantis as the pressure to deliver affordable EVs intensifies. With inflation eating into consumers' spending power, European mass-market carmakers like Stellantis and Volkswagen are more vulnerable to losing market share to Chinese manufacturers pushing into the region with cheaper vehicles.

The new Opel Corsa electric vehicle. Source: Stellantis

The Corsa may be able to help. It was the most popular small car in Germany and the UK last year; more than 14.5 million Corsas have been sold since the model's debut in 1982. Despite the success, Opel and its UK version Vauxhall lost money for decades under General Motors. Stellantis, which bought the brands in 2017, slashed costs and unprofitable models and pushed them into the black in less than a year.

But these days, operational excellence isn't enough. Stellantis, and GM before that, long struggled to win over younger customers for Opel. The brand has been trying to capitalize on the cult status of the Manta, a second-tier muscle car so popular with middle-class buyers in the 1970s and '80s it spawned three movies and its own line of jokes. Opel this month confirmed it would make a battery-powered Manta — more than two years after showing off an electric concept — though it didn't say when. The electric Corsa, which starts at €34,650 ($36,745) before subsidies in Germany, is meant to make an impact right away.

"The Corsa is the heart of our brand," Opel Chief Executive Officer Florian Huettl said in an interview. "It has a long history and a lot of emotional potential."

Florian Huettl Source: Stellantis

The car's arrival feels like good timing. Volkswagen's ID family of EVs haven't caught on as quickly as hoped, causing the company to lay off temporary workers and reduce vehicle output in recent weeks. Tesla, which dominated the first phase of the EV shift, has left an opening for incumbents by taking time to pad out its lineup. The US manufacturer last launched a new passenger vehicle — the Model Y — in 2020, making only minor changes to the Model 3 since it went into production six years ago. It's unclear when the $25,000 model Musk first teased in 2010 will be ready.

After largely abandoning China, Stellantis is doubling down on Europe. Its Citroën brand this month started taking reservations for a Slovakia-made compact EV starting at €23,300, with first deliveries expected in the second quarter of next year. The group also plans to introduce a similarly priced Fiat Panda-inspired model. Both cars are to compete with Renault's popular Dacia Spring, which is assembled in China. Models built in the Asian country may become more expensive if a European Union probe into Chinese EV subsidies leads to additional import duties.

Opel is building electric and combustion-engine vehicles on the same line, meaning the brand can ramp up output of one or the other depending on demand. While the Corsa is made in Zaragoza, Spain, Opel's slightly larger and pricier Astra sedan and the Grandland sport utility vehicle are assembled in Germany. Europe's biggest economy will also be home to a joint battery factory Stellantis is setting up with Mercedes-Benz Group AG and energy giant TotalEnergies SE.

"Germany today is probably the most expensive place in the world to make cars on a larger scale," Huettl said, adding that the country's manufacturing quality needs to show in a car to justify a higher price. "We cannot have any shortfalls there."

—With Albertina Torsoli

Strike Latest

A UAW sign near a picket line outside a GM plant in Tennessee. Photographer: Kevin Wurm/Bloomberg

President Joe Biden lauded a tentative agreement between the United Auto Workers and all three of Detroit's biggest automakers as a boost for the industry and the broader US economy. "Today's historic agreement is yet another piece of good economic news, showing something I've always believed: Worker power is critical to building an economy from the middle out and the bottom up," Biden said Monday at the White House. 

The six-week strike was the first to hit all three automakers at once, instead of targeting one company to achieve a contract that the others would be expected to follow. Despite the deal, the UAW is already planning action when the contracts run out in 2028.

News Briefs

Before You Go

A Honda e electric vehicle. Photographer: Bloomberg

In the evolution of the electric vehicle, the UK is like the Galapagos. The battery-powered genus is thriving, having fractured elegantly into a plethora of different species. There are swanky sedans for the CEO set, sporty SUVs for the country driver and tiny hatchbacks for urban commuters. The UK market now boasts 72 distinct EVs across 187 variants — be it a bigger battery, all-wheel drive or sportier motors. A complete breakdown can be found in the new UK edition of Bloomberg Green's Electric Car Ratings, which unpacks range, price, charging speed and battery size for each model on offer, and combines those specs to identify which cars buyers should consider the "greenest."

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