Bloomberg News

GM Considering Bringing Opel Adam Subcompact Car to U.S. Market

September 10, 2013

General Motors Co. (GM:US) is evaluating bringing its Opel Adam subcompact car to the U.S., Opel Chief Executive Officer Karl-Thomas Neumann told reporters at the Frankfurt Motor Show.

Opel sells the Adam in Europe and can’t offer it in the U.S. without making changes to meet U.S. regulations, Neumann said. GM wouldn’t sell it as an Opel, he said, declining to say which brand might carry the model. Detroit-based GM doesn’t distribute Opels in the U.S., where it has four brands, down from eight before its 2009 bankruptcy.

“We’re looking at it,” Neumann said today in response to a reporter’s question. “We have to work on the car first. That’s one of the issues we have to look at.”

GM Chief Executive Officer Dan Akerson is trying to leverage Opel and Buick to achieve greater scale and efficiencies globally as he seeks several ambitious mid-decade goals, including ending losses in Europe and boosting North American profit margins. GM sells the Opel Mokka sport-utility vehicle in the U.S. as the Buick Encore.

Opel started producing the Adam in Germany in January. Akerson has said he wished the Adam, as well as the Opel Cascada mid-size convertible, had been engineered to also be sold in the U.S. as Buicks, saying they would’ve “addressed a different demographic.”

Those two brands are used regionally to complement the luxury Cadillac and mainstream Chevrolet brands. The largest U.S. automaker also sells GMC trucks in North America and Wuling and Baojun models in China.

To contact the reporter on this story: Mark Clothier in Frankfurt at mclothier@bloomberg.net

To contact the editor responsible for this story: Jamie Butters at jbutters@bloomberg.net


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