Vauxhall says it will knock its big rival off the top of the UK sales charts for the first time in decades by 2016. The charge will be led by the success of new models introduced over the past few months along with staple models such as the Corsa, Astra and all-new Insignia.
Vauxhall’s Chairman, Duncan Aldred, said he expects sales of around 280,000 this year and a market share of 11 percent. The aim is to overtake Ford by capturing a 14 percent plus share within the next three years.
He said: ‘That’s the message I am sending out to our dealers because now we have a product range to really attack the market. One model which is really doing well for us is the new Mokka and we could have sold several thousand more this year if we could get the product, the factory in South Korea can’t make enough to meet global demand.’
The Mokka sells under a Buick badge in North America and China, and as Chevrolet in a number of other markets. Aldred said the car will go into production in Spain from next year to help meet demand in Europe.
‘More consumers are seeing the benefits of this kind of SUV crossover – as a family car it has everything. We also have other new models which have been introduced more recently such as the ADAM and Cascada. With 7 million cars on UK roads it normally takes around six to nine months for a new model to gain visibility. Mokka is already there, ADAM, which we launched in April, is just entering that window now.’
The UK is already the biggest market in Europe for Vauxhall-Opel and, as well as new models, Aldred said a lot of work is being done on the brand value. He said: ‘There are no plans to push Vauxhall upmarket, rather we will stretch the brand to cover all the bases in terms of product while all our dealers will be taking on a new corporate identity in the coming months.
‘Our association with the home country national football teams is also working really well for us and there is no doubt that this has helped to build the brand. We have actually now extended out sponsorship through to 2018.’