Fleet News

Name here to stay says Vauxhall after GM shake-up

VAUXHALL is denying reports that its brand name could be axed in the UK as part of a business shake-up at US parent company General Motors. As part of a move to speed up the decision making process, General Motors has been carrying out a review of its management structure in the US and considering future business strategies.

Rumours had spread that part of this process would include the rationalisation of its brand names, with the Vauxhall name a possible casualty. In Europe Vauxhall is replaced with Opel. Models shipped from the UK are rebadged for the foreign market and it was rumoured the Opel name could be used in Britain.

A senior spokesman for Vauxhall agreed that model names took prominence in advertising, but said the Vauxhall name, which has been used in Britain since 1903, was essential for brand awareness when launching vehicles in the UK. He said: 'There is no truth in the rumours. It is true more emphasis is put on model names than the umbrella brand. But the Vauxhall name is here to stay because without the strength of the brand name, the models have no marketing strength with the public.'

The US management is removing an entire level of management, General Motors International Operations, to give more direct contact between US headquarters and the four world divisions - North America, Latin America, Europe, Asia-Pacific.

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