Vauxhall is facing an existential question: what does the brand stand for in an increasingly crowded automotive market? The recent launch of the Mokka GSE – a performance trim on a car not typically associated with driving enthusiasts – highlights the issue. While the car itself handles well, offering a surprisingly engaging experience (especially on a racetrack, as one writer notes), the brand lacks a clear identity that resonates with buyers beyond retirees seeking a trim level upgrade.
The Problem with Points and Lack of Appeal
Current incentives, like 50,000 Tesco Clubcard points, feel… underwhelming. Unlike the past, where Citroën lured young drivers with free insurance and a cool image, Vauxhall’s offer lacks the same magnetic pull. The brand needs to stand for something beyond just affordability.
The automotive landscape has shifted. Chinese cars undercut on price, but often sacrifice driving enjoyment. Ford, once synonymous with driver-focused cars, has lost that edge, with its European range needing improvement. This creates an opening for a brand that can deliver fun without breaking the bank.
A Future for Vauxhall: The Corsa GSE and Beyond
New managing director Steve Catlin understands the challenge. Plans are underway to rebuild Vauxhall’s identity, with a potential Corsa GSE as a key piece. The formula is simple: bold styling, decent performance, a competitive price, and an incentive that isn’t just a discount on groceries. The goal is to tap into a market craving joy and a spark of fun in an otherwise austere world.
“There is, just about, a gap in the market. We’ve spent the past 25 years thinking you should buy a Ford because it’s built by people who care about driving, but there’s no compelling evidence that’s still the case.”
Vauxhall has an opportunity to fill that void. If the brand can deliver on excitement, it might just convince buyers to choose a Vauxhall not because they have to, but because they want to.
