Rüsselsheim/Lisbon. The countdown is on: in early 2013 the all-new Opel ADAM will be available in dealerships and start making an impression on our roads. Opel’s chic, urban small car and champion of individualization will turn heads in our cities just as it did at its world premiere at the Paris Motor Show in early September. Its modern, bold and colorful look ensures this, as does its almost unlimited potential for customization that makes virtually each and every ADAM unique.
With the all-new ADAM, Opel is entering the growing lifestyle A-segment. Short and strong-backed, ADAM is almost 3.70 meters long and 1.72 meters wide (excl. mirrors). A funky three-door hatchback, it is perfect for urban environments. Its driving dynamics, however, also shine outside the city thanks to chassis and steering settings that focus on fun and agility. Inside its cabin, ADAM offers seating for four people who benefit from a premium-inspired atmosphere; front passengers enjoy a high degree of roominess unusual for a small car. ADAM’s cockpit too can be individualized according to its owner’s taste with a wide choice of colors, decors, stylish headliners and light effects.
The Opel ADAM also provides premium technologies from upper segments. The new IntelliLink onboard infotainment system which integrates the owner’s smartphone in the car (Android and Apple iOS) makes it the best connected small car. Other features ideal for ADAM’s natural urban environment are a new-generation Park Assist that automatically parks the car, a Side Blind Spot Alert and a power steering system including a “light touch” CITY mode.
ADAM does not only provide more individuality than its competitors: with a high level of standard equipment, it also offers more car for the money. The entry price for the ADAM with the 51 kW/70 hp 1.2-liter gasoline engine is 11,500 euros (RRP incl. VAT in Germany). Even premium technologies and vast individualization options are affordable. For example the IntelliLink infotainment system is available for just 300 euros extra, and the starlight headliner illuminated by 64 LED lights that create the impression of a starry night sky for only 380 euros.
“The Opel ADAM captures the spirit of modern urban youth and brings a great sense of freedom onto the street. It’s fun, it can be individualized like no other car and blends attitude with a joyful agility. ADAM definitely is the car for all young and young-at-heart drivers,” says Opel deputy chairman of the management board, Dr. Thomas Sedran. “And as ADAM combines all this emotional appeal with the best of German engineering and quality, it will play an important role in our growth plan across Europe.”
Lively wheels: ADAM, the newcomer in the small lifestyle car segment
ADAM comes at a key moment in Opel’s product offensive. Since 2008, Opel has completely reshaped its model line-up, starting with the flagship Insignia, continuing with its high volume models, and now entering or opening new segments of the market: The Ampera (electric car with range extender), the Mokka (small SUV), ADAM (fashionable small car) and the future Cascada (mid-size convertible) all are part of the third wave of this vast growth program and contribute to extend Opel’s portfolio.
Currently Opel is particularly strengthening its presence in the A and B segments, which now includes the 3.70 meter-long ADAM, the 3.74 meter-long Agila, the 4.00 meter-long core model Corsa, the 4.28 meter-long new Mokka SUV and the 4.29 meter-long Meriva. With the introduction of the fashionable ADAM, Opel also rounds off its A-segment offer alongside the 5-door Agila. While the Agila convinces with its high level of functionality and its practical strengths, ADAM stands out with its unparalleled individualization potential, muscular design and superior technology.
ADAM does not simply imitate familiar recipes. While major competitors in the segment go down the retro-design path, it is fresh and bold. “ADAM proves that retro is not the rule of the game. It sets innovation, imagination, individualization and quality as its core values,” says Dr. Thomas Sedran. First, its modern, fashion-conscious look combines with virtually unlimited personalization possibilities to set it apart from the competition. In addition, ADAM introduces characteristics that are normally only available in premium models of upper-class vehicles, as shown in the high-quality execution of its cockpit and the technologies that enhance its safety, comfort, and fun factor. At the same time, Opel keeps ADAM’s prices affordable, with a high level of standard equipment in all versions.
Opel expects almost 80 percent of ADAM customers to be private buyers, with more than half of those being new customers. But ADAM will also make a statement as a signature vehicle for companies and businesses: around 20 percent of sales are expected to be in the fleet and commercial sector. Generally, ADAM should attract young and young-at-heart customers of both genders with attitude: they want their car to reflect their individual personality. They place great value on fashion consciousness and individuality; they don’t just follow trends, they also actively create them and so are opinion-leaders.
“With ADAM, Opel is not only getting its loyal Opel customers who want a unique small car excited, but is also winning over new groups of buyers who haven’t yet identified with the brand. They are reacting to the ADAM, because it is authentic and simply different from its potential competitors. Customers no longer have to get used to their car, because ADAM reflects the character and lifestyle of its owner,” says Dr. Thomas Sedran.
Experts predict the lifestyle-orientated sub-segment in which the ADAM is a new contender will continue to grow steadily over the next years. Since 2000, sales of stylish cars of the A-segment (around 3.70 m length) have risen by around 30 percent and of B-segment luxury-oriented cars (around 4.00 m length) by over 110 percent. In 2011 nearly 630,000 units of these trendy cars were registered in Europe, versus 450,000 in 2008. Opel now wants to conquer this growth market with the ADAM. There is an especially high demand for small cars in Italy, which might become ADAM’s largest market. Other main markets for Opel’s new lifestyle small car will be Germany, the United Kingdom, France and the Netherlands.
Made in Germany: From Eisenach to Europe’s roads
The order books for the Opel ADAM have been open since September, and it will arrive at dealerships in early 2013. Noteworthy is the fact that ADAM has not only been developed in Germany – at the International Technical Development Center in Rüsselsheim – but also that it will be produced in Germany. Opel is the only automaker to have made such a decision for a small car, and the Eisenach plant’s high efficiency made it possible. Opel continuously updates the Eisenach facilities to meet the latest standards. A total of 190 million euros were invested in the start of production of the ADAM, 120 million of which went into the plant itself. This included new buildings and new, state-of-the-art production facilities. So soon not only the Corsa, but also the Opel ADAM will roll off the assembly line “Made in Germany” – exclusively in Eisenach.
