Skip to main content
Sister Publication Links
  • Automotive News
  • Automobilwoche
  • Automotive News Canada
  • Automotive News China
Subscribe
  • Subscribe
  • Newsletters
  • Login
  • HOME
    • Latest news
    • Automakers
    • Suppliers
    • New Product
    • Environment/Emissions
    • Sales By Market
    • On The Move
    • Auto Shows
    • Munich Auto Show
    • Geneva Auto Show
    • Paris Auto Show
    • Beijing Auto Show
    • Shanghai Auto Show
  • Features
    • Long Read
    • Interview of the Month
    • Focus on Electrification
    • Focus on Technology
    • Segment Analysis
    • Cars & Concepts
    • Supplier Spotlight
    • Europe By The Numbers
  • Opinion
    • Blogs
    • Commentary
    • Guest columnists
  • Photos
    • Photo Galleries
    • Geneva Photo Gallery
    • Beijing Photo Gallery
    • Frankfurt Photo Gallery
    • Paris Photo Gallery
    • Shanghai Photo Gallery
  • Podcasts
  • Car Cutaways
  • EVENTS
    • ANE Congress
    • ANE Rising Stars
    • ANE Eurostars
  • More
    • Publishing Partners
    • Social Media
    • Contact Us
    • Media Kit
    • About Us
    • Capgemini: Invent Head on automotive takeaways from CES 2023
    • Capgemini: Securing the industry's future through a radical rethink
    • Capgemini: Succeeding with the automated driving journey through AI
    • Capgemini: The circular economy is spurring new thinking on EV batteries
    • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
    • HEXAGON: Plugging into data is the only way to make winning EVs
    • TUV Rheinland: Ideas, services and certifications for smart mobility
    • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
    • Toyota Europe
    • UFI Filters
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
MENU
Breadcrumb
  1. Home
  2. Automotive News Europe
November 09, 2018 12:00 AM

Opel LCV chief Stoever expects big boost from move to PSA's platforms

Peter Sigal
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    The Combo (shown), will be Opel's first new van with a PSA platform.

    Light commercial vehicles are playing a bigger role at Opel/Vauxhall under PSA Group ownership. Responsibility for future product development for the entire group will take place at Opel's technical center in Ruesselsheim. This autumn, Opel's first new van with a PSA platform, the Combo, goes on sale in passenger and commercial versions. Tobias Stoever, senior manager for LCVs at Opel, expects the move to PSA platforms to give Opel a "big boost." He explained why in an interview with Automotive News Europe Correspondent Peter Sigal.

    What were your goals with the new Opel Combo?

    The Combo is of ultimate importance for us. It's our first product based on a PSA platform, the EMP2, and next year we will introduce the new Vivaro [midsize van] based on a PSA platform. Our strategy is to bring product in-house [instead of developing vans with partners]. That benefits us greatly because PSA has been the leader in small vans for decades. We are really getting access to the best product in the segment, and we expect this will give us a big boost. We expect the Combo Cargo to account for about two-thirds of our sales, so that’s still the more important variant. However, we see a lot of growth for the passenger version [the Cargo Life] -- only 10 percent of previous Combo sales were the passenger versions. The Cargo has features you won't find on competitors. There is the overload indicator, for example, and surround rearview vision. The load capabilities are exceptional. You can carry two standard euro pallets even in the short version.

    How is the new Combo different?

    Compared with the current generation, it's a quantum leap. We have added a lot of features and flexibility. The crew cab [with three rear seats] is new -- you can fold the seats forward and slide the cargo fence forward to have maximum load space. We were able to add a second glove box because we moved the airbags to the roof. It has an eight-speed automatic transmission – we see demand for automatics going up in this segment. It's the perfect family car, with three Isofix child seat mounts in the rear. It will appeal to Opel Meriva customers who don't want a crossover look and appreciate the sliding rear doors.

    How do Opel vans fit into PSA Group's brand strategy?

    I think we have done an excellent job as a group with the K9 project [small vans including the new Peugeot Partner/Rifter and Citroen Berlingo] to differentiate the product. You can see that the Combo is part of the Opel family by its taillights and grille, but it doesn't stop there. One of the customer complaints with the previous generation [based on the Fiat Doblo] was that inside you didn't really feel like you were in an Opel. This isn't the case with the Combo. We have Opel's steering wheel, stalks and switches. So, we are sharing the good things but making sure each brand has a different character. Peugeot is going its own way with the Rifter, almost in a crossover direction. Citroen's Berlingo is typically very playful. We are very German, very straightforward, and especially for the Combo Cargo that is something that appeals to customers.

    How did the process of combining Opel's and PSA's LCV divisions go?

    I have been an Opel employee for 15 years, so putting an Opel guy in LCV leadership shows there is a lot of trust in our capabilities. We work very closely with PSA's LCV business unit, but it's important for us to make sure that we develop the business by ourselves. On my team it's only Opel people, so we have a strong Opel DNA. In fact, we have been given the responsibility to develop future generations of LCVs for the entire group at our research and design center in Ruesselsheim. They will all come from our r&d center. We have been adopted and embraced by PSA as a family member, and not as strangers.

    One of the rationales that PSA CEO Carlos Tavares gave for acquiring Opel is that there isn't a lot of overlap between buyers who prefer French cars and those who prefer German cars. Who are your customers and competition?

    We won't have in-house competition. We won't cannibalize other PSA brands. Our competition is the Volkswagen Caddy or Ford Tourneo Connect. We have made some strategic decisions with our dealer network to improve our representation in the LCV segment. All of our dealers will be selling LCVs, not only the Combo but also the Vivaro and Movano. That will increase the number of LCV sales sites across Europe to 2,500 by 2020 from 1,900 today. Every dealer will sell the entire portfolio of passenger cars and vans. We are also going to establish specialized business centers across Europe. We have many customers with very specific needs, so you need expertise on conversion solutions, which we can better serve through the business centers, which have a higher level of stock and knowledge.

    Meet the LCV boss

    Name: Tobias Stoever

    Title: Opel Senior Manager for Light Commercial Vehicles

    Age: 42

    Main challenge: Increasing Opel's market share in all LCV segments.

    Tobias Stoever: "We have been adopted and embraced by PSA as a family member, and not as strangers."

    AUTOMOTIVE NEWS EUROPE MONTHLY MAGAZINE

    This story is from Automotive News Europe's latest monthly magazine, which is also available to read on our iPhone and iPad apps.You can download the new issue as well as past issues by clicking here.

    What are your sales goals for the Combo Cargo and Cargo Life?

    We don't share sales targets, but you can see that today we sell about 20,000 to 25,000 Combos a year, while Citroen and Peugeot are selling 10 times that volume. Forty percent of that volume is passenger versions, and we do just 10 percent, so just by looking at the opportunity on the passenger side you can see that we will make a significant step up.

    Do you have plans to sell the Combo outside of Europe?

    Yes, the Combo will be sold in selected existing export markets. We are looking at other opportunities in line with Opel's overall international strategy. We can't share anything yet, but we know there are big LCV markets outside Europe.

    When will the new Vivaro appear?

    We will start production in Luton next year, so we will see it at dealers in late 2019. It's not so far away -- it's a very good rollout because the Combo and Vivaro will be two big volume drivers.

    What about the Movano?

    We will stick to our agreements with Renault with regards to Movano [which is based on the Renault Trafic and built by Renault]. It's a very competitive product, so we will keep selling it.

    RECOMMENDED FOR YOU
    2022 Eurostar winner Enrico Salvatori of Qualcomm
    Recommended for You
    Enrico Salvatori
    2022 Eurostar winner Enrico Salvatori of Qualcomm
    Christian Dahlheim
    2022 Eurostar winner Christian Dahlheim of VW Financial Services
    Milan Nedeljkovic
    2022 Eurostar winner Milan Nedeljkovic of BMW
    Capgemini Invent Head on automotive takeaways from CES 2023
    Sponsored Content: Capgemini Invent Head on automotive takeaways from CES 2023
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News Europe delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    SUBSCRIBE TODAY

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    SUBSCRIBE NOW
    Connect with Us
    • Twitter
    • Facebook
    • LinkedIn
    • Instagram

    Founded in 1996, Automotive News Europe is the preferred information source for decision-makers and opinion leaders operating in Europe.

    Contact Us

    1155 Gratiot Avenue
    Detroit MI  48207-2997
    Tel: +1 877-812-1584

    Email Us

    ISSN 2643-6590 (print)
    ISSN 2643-6604 (online)

     

    Resources
    • About us
    • Contact Us
    • Advertise with us
    • Advertise with Us
    • Ad Choices Ad Choices
    • Sitemap
    Awards
    • Rising Stars
    • Eurostars
    • Leading Women
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Europe
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • HOME
      • Latest news
      • Automakers
      • Suppliers
      • New Product
      • Environment/Emissions
      • Sales By Market
      • On The Move
      • Auto Shows
        • Munich Auto Show
        • Geneva Auto Show
        • Paris Auto Show
        • Beijing Auto Show
        • Shanghai Auto Show
    • Features
      • Long Read
      • Interview of the Month
      • Focus on Electrification
      • Focus on Technology
      • Segment Analysis
      • Cars & Concepts
      • Supplier Spotlight
      • Europe By The Numbers
    • Opinion
      • Blogs
      • Commentary
      • Guest columnists
    • Photos
      • Photo Galleries
      • Geneva Photo Gallery
      • Beijing Photo Gallery
      • Frankfurt Photo Gallery
      • Paris Photo Gallery
      • Shanghai Photo Gallery
    • Podcasts
    • Car Cutaways
    • EVENTS
      • ANE Congress
      • ANE Rising Stars
      • ANE Eurostars
    • More
      • Publishing Partners
        • Capgemini: Invent Head on automotive takeaways from CES 2023
        • Capgemini: Securing the industry's future through a radical rethink
        • Capgemini: Succeeding with the automated driving journey through AI
        • Capgemini: The circular economy is spurring new thinking on EV batteries
        • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
        • HEXAGON: Plugging into data is the only way to make winning EVs
        • TUV Rheinland: Ideas, services and certifications for smart mobility
        • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
        • Toyota Europe
        • UFI Filters
      • Social Media
        • Facebook
        • Instagram
        • LinkedIn
        • Twitter
      • Contact Us
      • Media Kit
      • About Us