Vauxhall unveils brand concept

VAUXHALL dealers will have been eagerly, if not nervously, awaiting clues or details of how the famous UK brand will develop under PSA ownership.

Now it has revealed a first glimpse of a concept for the mid-2020s that will embrace its core brand values – British, Ingenious, Progressive and Approachable – and provide a template for the future design of its production cars.

Clues to the final car’s appearance may come from cues seen in Vauxhall’s 2016 GT Concept – ‘bold and pure’ with simple surfaces, strong proportions, bold graphics and seamless integration of glass and body.

However, the interpretation might be different according to Mark Adams, Vauxhall’s design chief. He said: “It will truly differentiate the brand, and make it sharper and more relevant to our core values.

“We are a proud British brand and design inspiration is all around us in the UK – from the bold ingenuity of James Dyson to the pure designs of Jonathan Ive – and this concept will embody that.”

X-head: Redefining the brand

Redefining the brand is an integral part of Vauxhall’s PACE! strategy, aimed at driving the company to a more efficient and profitable future. Based on this, Adams has revisited Vauxhall’s design philosophy and how it relates to the company’s core values.

One key element of the concept, said Adams, is the ‘compass’: “It presents a confident identity, by putting the Griffin emblem in focus by the centre-crease line. This line is an integral part of all our designs, along with the daytime running light signature that we will further emphasise on future vehicles.”

Stephen Norman, Group Managing Director, Vauxhall Motors, added: “Customers are our compass, too, so for them to instantly relate to our vehicles at an emotional level is vital.

“The Vauxhall brand is an integral part of British motoring life, and has been since 1903, so this concept has a huge responsibility to sustain its success into the future.”