Opel has been steadily losing market share in Europe for 25 years
- The Opel brand has been steadily losing market share in Europe (EU + Switzerland + Norway) and in Germany, its home country, since 1997. Opel at this period sold more than 550,000 cars in Germany, representing 16% of the German market. which then reached 3.5 million passenger cars. In 2022, Opel sold less than 150,000 cars in Germany, representing 5% of a market that reached 2.7 million passenger cars. In 25 years, Opel sales decline is therefore 74%!
- The fall of Opel in Germany has been continuous for 25 years. Three periods stand out despite everything, from 1997 to 2002 where Opel's share in Germany fell suddenly from 16% to 10%, between 2002 and 2005 where Opel managed to stabilize its market share at 10% in a German market in decline, and finally between 2005 and 2022 where Opel dropped again in its home market with a market share going from 10% to 5% in 17 years.
- The reasons which explain this decline in Europe and Germany are multiple. But the main reasons are the lack of competitiveness of the brand compared to Volkswagen and Japanese and Korean brands, the lack of innovation, which is the result of a cost management from the owner American group General Motors (in particular delay in launching real SUVs). The fragility of Opel diesel engines also played a harmful role for the brand image.
- The acquisition of Opel by PSA in 2017 and the merger of PSA with Fiat-Chrysler in 2021 should make it possible to rebuild a new, broader and more competitive Opel range, which could halt the fall in Europe and Germany, which began there 25 years ago.