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June 27, 2012 Page 3
Opel names retail network
Only two Holden dealers
in Opel’s launch network
as luxury retailers step up
EXCLUSIVE
By RON HAMMERTON
OPEL will kick off its retail assault
in Australia in September with a
17-dealer chain of metropolitan
standalone sites.
Only two of the debut dealers for
General Motors’ European brand –
Brisbane’s AP Eagers and Sydney’s
Alto Group – have Holden outlets.
As well, only one of those dealers
handled the ill-fated GM Premium
Brands franchises Saab and Hummer,
which bit the dust in the global fi nancial
crisis, leaving many Holden dealers
rueing their involvement.
Instead, at least half of the initial 17
dealers handle German prestige brands
such as Mercedes-Benz, BMW or Audi.
Quality Japanese brands such
as Honda and Subaru are also
well represented among the multifranchised
dealerships that have
committed to either new or extensively
renovated showrooms for GM’s
German brand that will open with
three main models – the Corsa light
hatchback, Astra small car – including
the high-performance Astra GTC – and
Insignia mid-sized sedan.
So far, the network extends to capital
cities in all six states and the Australian
Capital Territory, as well as Geelong in
Victoria.
The company today embarks on
a search for six more dealerships in
major provincial centres to expand the
footprint in 2013, mainly in Queensland
and New South Wales in larger cities
such as Townsville, Cairns, Toowoomba
and Wollongong.
Smaller rural centres will follow, but
not until later, probably 2014.
Opel Australia managing director Bill
Mott told GoAuto that his company had
received 200 expressions of interest
from dealers across Australia.
“Our objective going in was to have
between 15 and 20 dealers nationally,
and one of the objectives was also
to have dealers in every state and
every capital, to truly have national
representation,” he said.
“We were looking for very strong
partners who were willing to invest and
who shared our vision of the potential
of this brand within Australia.”
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Mr Mott, who is working with a staff
of 15 out of Holden’s Melbourne head
offi ce, said the vast majority of the
dealers who replied to its advertisement
in GoAutoNews had gone the extra step
to enter into discussions with Opel.
“We ended up with a process of
reviewing and evaluating the list and
were left with 17 dealers that we will
launch with,” he said.
“That gives me the objective of having
at least one in each state capital, so we
will have true national representation.”
Mr Mott, who was Opel’s group
marketing manager for mini and small
cars at its headquarters in Russelsheim
until his appointment as founding chief
of Opel Australia last year, said the
applicants had included a “considerable
amount” of Holden dealers, but that the
criteria for selection was based simply
on the proposal from each dealer.
FULL STORY, DEALER LIST: CLICK HERE
‘An accessible brand’ – next page
CRAIG WARREN
0417 248 884
BUSINESS DEVELOPMENT MANAGER
Our client requires the services of an experienced automotive Fleet/Finance sales professional to drive growth and manage their existing client base.
DEALER PRINCIPAL
Large, privately-owned Dealer Group requires a successful General Manager or dynamic General Sales Manager looking to become a Dealer Principal.
SERVICE MANAGER Prestige
Our client requires the services of an experienced Prestige Brand Service Manager or an Assistant Manager ready to build a long-term career.
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0438 533 699
craig@automotivepersonnel.com.au(02)
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