Opel closed 2004 with total sales of 51,731 passenger vehicles ... creates, Opel
has become a pioneer of the Turkish ... the popular Opel Olympia model in 1947.
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 134
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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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