Lots of reasons:
1. Opel had no idea how to sell the Vectra. Europeans have failed to understand the Indian car buyer's pysche. Hormazd Sorabjee sumed it up in his editorial really well when he said Although European cars are the best in their segments (he was referring to Palio and Corsa sedan) they aren't necessarily what the Indian car buyer wants. Europeans give cars that they think people want, the Japs and Koreans give cars that people actually want and thats why they are successfull. To start of with, Opel got the pricing and features all wrong. When launched the car was pricier then Accord and Sonata and didn't even offer leather or power seats. Vectra maybe a family mid-size car in Europe but it's a luxury car in India. How dumb can the Europeans/Americans get.
2. Opel thought the premium pricing was okay as long as they harped on German engineering. It probably would have worked had they given Astra owners a good ownership expereince. Problem is in India German engineering equals low fuel efficiency and Japanese engineering equals high fuel efficiency. And we all know what feature can make or break a model in our country. Having said that, I don't think Vectra's FE was any worse then Accord or Camry's. Ideally Opel should have launched the Vectra 5 years after Astra so that Astra owners had something within the Opel range to upgrade to. They missed out on this simple formula too and most Astra owners bought Accords or Sonatas.
3. What is the use of giving a technologically heavy car at that price point? The Vectra was always going to be chauffer driven. This is not Europe. Does it make sense to have the owner sitting in the back seat with all the techno stuff within arms reach of a chauffer who must be secretly giving gallis to his boss for buying such a difficult car!
4. The bug bear of European cars failed it - Ownership expereince. I don't know if it's a cultural thing but Europeans have no idea of customer service. It's very impersonal and distant. The Japs, koreans and even Indians do a better job. This style of customer service isn't working even in Europe , how the hell do they think it can work in India? Mind you impersonal service doesn't mean bad service but Indians generally prefer to have personalised attention. Thing is you can give personalised attention to an Indian, then screw up on his job and still get away with it! The guy will still recommend you to his friends and colleagues. The remark will be " go to xyz motors, they are great people, very friendly, even the GM knows me there. Just meet him and give my name and he will look after you."
5. Sales and dealeship. Ultimately, sales team have to make it a point to tell prospective customers about all the techno stuff in the car. Iam pretty sure these guys failed to put across the Vectra's superior build quality, technology, ride & handling ability etc. |