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.
ADAM arises at a crucial period in Opel’s product offensive. Opel has totally remodeled its line-up since 2008, beginning with the flagship Insignia, up to its high volume models. As of now, Opel is entering new segments within the market. The ADAM (a stylish small vehicle), the Ampera (electronic car with range extender), the future Cascada (mid-size convertible) and the Mokka (small SUV) all belong to the third wave of this massive development program and help lengthen Opel’s portfolio.
At this time, Opel is specifically establishing its potential in the A and B segments. It now comprises the 3.74 meter-long Agila, 3.70 meter-long ADAM, the 4.00 meter-long core model Corsa, the 4.29 meter-long Meriva and the 4.28 meter-long new Mokka SUV. With the debut of the stylish ADAM, Opel completes its A-segment deals together with the 5-door Agila. The Agila persuades with its extreme practicality and its rational assets, while ADAM catches the attention with its unrivaled personalization possibilities, muscular style and exceptional technology.
The model does not just replicate accustomed formulas. While chief challengers in the segment take the path of retro-design, ADAM is new and daring. Dr. Thomas Sedran said ADAM attests that the designers put imagination, innovation, individuality and quality as its fundamental values. Firstly, its up-to-date, fashion-sensible appearance integrates with nearly unlimited customization possibilities to give it an edge in the competition.
Moreover, ADAM presents features that are typically available only in the finest models of upscale cars, as revealed in the excellent work in the driver’s seat area and the systems that improve its comfort, safety, and entertainment factor. Altogether, Opel maintains affordable price rates for ADAM, with premium standard equipment in all versions.