Opel continues to see market share shrink
- The European subsidiaries of the American group GM (Opel, Vauxhall) were bought in 2017 by the French group PSA, after belonged to the GM group for nearly 90 years.
- The European market leaving from the American group therefore greatly benefits to PSA group, which gains new production capacities and an opportunity to increase the use of its platforms and engines. This policy should continue to be developpedwith the next merger with Fiat, Alfa-Romeo and Lancia scheduled for 2021.
- Regarding Opel-Vauxhall (which we will call Opel here for an easy understanding), its market share has been steadily shrinking in Europe, from 12.5% in 1995 to 4.2% in 2020. In Germany, its first market, the market share declined from 16.8% in 1995 to 4.6% in 2020. The takeover by PSA in 2017 did not reverse this trend, it was even worst as the decline grown in 2020 compared to previous years. It is true that the end of the Opel Adam, Karl, Cascada, Mokka, Zafira can partly explain this decrease in the brand's market share. The imminent launch of the new Mokka and Astra models could however boost the carmaker sales.
- But the positioning of Opel in PSA is not yet clear, especially as the Fiat brand will position itself in the Stellantis group in the same market as Opel, meaning the entry-level generalists.
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