This article initially appeared in the February 2020 issue of PowerTALK News.
Opel is back in Russia, and the company appears to be betting the Russian market can provide a significant opportunity for business diversification.
In 2019, company sales declined as the business was reorganized, and Opel cut its model portfolio.
According to reports, 96% of Opel sales are concentrated in Europe. This fact has determined a focus point for sales increase. In 2022, Opel expects to be in 20 new export markets. After 20 years of financial losses, the very first year within the Peugeot SA structure was quite profitable for Opel (plus 859 million Euro for 2018).
Meanwhile, the Russian PSA plant in Kaluga has begun final preparations for production of Zafira Life and Vivaro minivans.
PSR Analysis: It appears that Opel has decided to start with minivans in the Russian market, and it is targeting the LCV niche where the chances for success are better than in passenger cars. While individual consumer demand is declining for LCVs, the companies making the vehicles locally can receive State and municipal orders for vehicles.
Last year, the State placed big orders for ambulances and school buses, sharing the orders between the GAZ Group and other local OEMs. At the same time, new models of passenger cars produced abroad, like Opel Crossland X, did not post good sales in the Russian market. PSR
Maxim Sakov is a Market Consultant in Russia for Power Systems Research
