by Frank Beeton
auto alert
A probing review
of significant global
motor industry news
The final specification of the new
production model has not yet
been revealed, but it is expected
to have four doors, and be
positioned to compete against
the Mercedes-Benz S-class and
BMW 7-Series.
Return of the Viva
General Motors’ British operation
Vauxhall Motors launched its first Viva
in 1963. This was the company’s first
post-WWII small car, and it materialised
as a rear-drive saloon powered by a
1100 cm³ petrol engine, being similar
in many technical respects to its
contemporary German cousin, the Opel
Kadett. The Viva progressed through
three generations, with production
having totaled some 1,5 million units by
the time the final version was phased
out in 1979. The first two generations
were sold in South Africa as Vauxhall
Vivas, with the most notable derivative
being the 2-litre Viva GT introduced in
1968, while the bodywork of the final HC
version formed the basis of the Chevrolet
Firenza and Hatch series sold locally with
engines up to 2,5 litre displacement.
Since final run-out of the original Vauxhall
product, the Viva name has been used
by GM-Holden in Australia on rebadged
Daewoo Lacetti and Nubira models from
South Korea, before these were replaced
by the Holden version of the Chevrolet
Cruze, and on an Opel Astra-based
model sold as the GM-AvtoVAZ Chevrolet
Viva in Russia. In September, however,
Vauxhall announced that it was reviving
the Viva name for an all-new 5-door entry
level car model. Unconfirmed reports
suggested that the new Viva would be
based on the South Korean-designed
and built Chevrolet Spark, and it was also
reported that an Opel-badged version of
the new Viva, carrying a different model
name, is to be sold on the European
continent.
The marketing opportunity for these new
Vauxhall and Opel-branded models has
opened up through GM’s decision to
remove its value-for-money Chevrolet
brand from the European market.
This was done to improve the viability
of Opel’s manufacturing operations,
To many people, the name
“Cadillac” still conjures up
visions of incredibly long,
black 1950’s limousines with
➲ General Motors is reviving the Vauxhall Viva name
spectacular tailfins, carrying
for a new entry level model. This is the 1968 2-litre GT
US presidents to various state
version of the original rear-drive design.
occasions. That this perception
prevails, despite many efforts
by GM to reposition its flagship brand,
which have been negatively affected by
is problematical. These efforts have
poor recent market conditions on the
included the 1980’s Cimmarron, which
Continent. GM has, after considering and
was an upmarket version of GM’s
rejecting the disposal option, recognised
J-Car “global” platform, sold variously
the vital role that its European operations
as the Chevrolet/Vauxhall Cavalier,
play in providing technology to the global
Opel Ascona, Isuzu Aska and Holden
family, and has re-arranged its global
Camira in world markets, and the rather
marketing strategy accordingly.
quirky contemporary Seville, which
imitated British coachbuilt limousines
with its knife-edge rear styling, but also
New Cadillac Flagship
added front-wheel-drive as another
differentiating feature.
General Motors has announced that it
plans to build a new Cadillac flagship
sedan model at its Detroit-Hamtramck
plant, in Michigan, USA, by the end of
2015. It is generally expected that this
new model, designated CT6, will be
the production outtake of the Cadillac
Elmiraj concept car unveiled last year at
the Pebble Beach Concours d’Elegance
event. The new “rear-drive oriented”
model will be positioned above the current
CTS and XTS products, and is expected
to incorporate GM’s recently-announced
“Super Cruise” system which can steer,
accelerate and brake autonomously
under certain highway driving conditions.
The Elmiraj concept was configured as a
two-door four-seater coupe powered by
a 4,5-litre twin-turbocharged 8-cylinder
engine developing around 500 hp, with
styling inspired by the 1967 Cadillac
Eldorado.
| words in action
18
Then, in 2006, Cadillac introduced the
Saab 9-3 based front-wheel-drive BLS
mainly for the European market, but this
model subsequently disappeared when
GM sold its interests in the Swedish
manufacturer. All these diversions were
intended to extend Cadillac’s customer
base beyond middle-aged senior
American businessmen and public
representatives, but their relatively short
survival suggests that less than the
desired level of success was achieved.
More recently, GM has continued to probe
new positioning directions for Cadillac,
including the CTS-V sports sedan, which
in 2009, set a new record for production
sedans on the Nürburgring’s Nordschliefe,
the Escalade SUV, and the ATS which
was the smallest and lightest product
to carry that maker’s badge since the
november 2014