Opel of America
July 31st, 2006 by
draveed
There’s no such thing as Opel of America, at least not right now, but Saturn is the next best thing. A few months ago GM announced the Opel Vectra would be rebadged and sold in the US as the Saturn Aura. Now GM announced they will import the Vectra wagon and sell that as a Saturn too. I assume this wagon is the same as the Vectra Estate sold in Ireland.
Before I critique the vehicles, I’ll critique GM’s business sense. All in all this seems like a sensible idea. Opel sells millions of vehicles across the eastern hemisphere, but Americans never see them. Why should GM develop a completely different vehicle for the US market when they have a full line being sold elsewhere? Unfortunately GM has not taken the last step that I wish they would. GM should kill Saturn and bring Opel to America. What value does the Saturn brand have? After years of neglect, Saturn means little to Americans. GM should save themselves the trouble of running that brand and just let Opel sell its vehicles here.
Now on to the cars! Take a look at some photos:
2007 Saturn Aura / Opel Vectra / Opel Vectra Estate
I hope my anti-Saturn bias isn’t coloring my judgment but I think the Aura is a weaker car than the original Vectra. The styling cues that were changed when it was brought to the US are very disappointing. The Vectra has a modern, powerful appearance. It looks like it’s ready to bolt down the highway, even if its body is a little squarer than I like. I say the Aura is weaker because when I look at it I feel like it’s a neutered Vectra. That speed demon feeling is gone. The Vectra sprints, while the Aura ambles along.
I’m guessing GM wanted to make this a low end luxury car. The interior really shows this point I think. The Vectra is all black and silver. The designer here was clearly going for modern elegance. The Aura is attempting to pull off classic luxury. The burled wood is a dead giveaway. Compare the two stereos. On the Vectra you have a very geometric design. The Aura goes back to a very common, standard layout. The display is even moved back. The Vectra has it raised closer to street level to make it easier to glance back and forth. Saturn moved it back to near the controls, probably because they were worried Americans would find it too unexpected. I can’t say I blame them for that decision. Americans freaked out because the original Ions moved the speedometer to the center and the Nissan Quest had the shifter on the console. Arguably those are bigger shifts but GM probably wanted to play it safe and stick with the least offensive design. The wagon won’t come to Saturn until 2009 and I’m sure they will make similar changes as they did to the sedan.
I will say one thing positive about the Aura. I love the seating. They look very comfortable and stylish. I almost want to steal one, put it in the corner of my living room under a lamp and read a book. The leather trimming next to that cloth material is very sharp. Is it tweed?
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