Opel is cutting the price of Ampera electric car in Germany by 17 percent or by EUR8,000, General Motors' European brand disclosed at the Frankfurt Motor Show. This means that the new Ampera will effectively have a tag of EU38,300 ($50,400) in Germany, according to Opel chief executive Karl-Thomas Neumann.
Opel’s CEO told reporters that it was no coincidence that Ampera’s price cut coincided with the unveiling of electric offerings by its rivals like the electrified version of the Volkswagen Golf hatchback and Up minicar.
Neumman said that the price cut move is to “remind people” that Opel has been in the electric vehicle market already for one and a half years. A spokesman for Opel said that the brand will also implement price cuts in other markets, but noted that the size of the reduction will differ country to country due to differing tax laws.
Opel chief financial officer Michael Lohscheller remarked that the price cut would not impact its expectations of a slightly narrower loss for Opel in 2013, given the relatively low sales figures. Lohscheller added that the better-than-expected results in the first half would not also cause Opel to revise its outlook upwards.
He noted to Reuters that the second half is traditionally weaker than the first half in the auto industry because of seasonal effects. According to official figures from the KBA motor vehicle agency, only 828 new Ampera cars were registered in Germany in 2012, when around 3.08 million vehicles were sold overall.
The Ampera is capable of travelling between 40 km and 80 km on electric power. As soon as this runs out, combustion engine range extender kicks in and allows another 500 kilometers of driving.