Opel Brand To Go Further Upmarket

GM has reaffirmed plans to push its European brand Opel further up-market, positioning the range between the global Chevrolet family and the prestige Cadillac marque. 

Speaking with press this week, new Chevrolet global boss and former Holden chief Alan Batey said the company will avoid an image "overlap" by positioning Opel as a premium brand.

"As we do that, that gives us the opportunity to move Opel and Vauxhall up a little bit, which creates potentially a value opportunity [for the Chevrolet brand]," Batey said in a teleconference.