Opel/Vauxhall will be selling its new Adam minicar at a starting price of EUR11,500 ($14,870) in January 2013 in Germany. The price is applicable to the entry-level 1.2-liter gasoline-powered version of the new three-door car. It is just EUR100 less expensive than its chief rival, the Fiat 500. The bottom-of-the-range 1.2-liter Fiat 500 has a starting price of EUR 11,600.
The top-of-the-range Adam has a starting price of EUR14,700 in Germany. Opel set the high-spec Adam to compete against the entry-level Mini, which has a starting price of EUR15,600. Mark Adams, head of design at Opel, remarked that the Adam was designed to make consumers view Opel/Vauxhall in a new light.
He told Automotive News Europe at the eve of Paris auto show that Adam plays the important role of challenging people's perception about the brand. Adams said that the whole point of developing the vehicle was “to be deliberately provocative." Opel hopes that Adam's "masculine" styling will boost sales. Liz Wetzel, Opel's interior design director, said that they regard the Fiat as having a feminine and cute design, while the Adam is more bold and masculine.
Vauxhall Managing Director Duncan Aldred expects Opel and Vauxhall to sell a combined 40,000 to 50,000 Adams annually in Europe. He also expects the United Kingdom to account for 10,000 units. In 2011, Fiat sold 156,046 units of the Fiat 500 in Europe, according to data from JATO Dynamics.