Audi Q2 Forum banner
1 - 7 of 7 Posts

·
Registered
Joined
·
10 Posts
Discussion Starter · #1 ·
Found this on a news website and thought it might interest people here;

Opel and Audi's harmonious relationship was tested recently by the naming of their new minicar. Audi fought against using a name that just wouldn't work in Britain -- and won.

Germany-based Opel picked the name Karl for the brand's budget minicar, which debuts next year. Opel and Audi have shared vehicle names since 1995, but the German-sounding, German-spelled Karl caused Audi executives to protest.

That is why Karl is out and Q2 is in as the car's name in Britain. The Q2 name originally was used on a series of strong-selling subcompact Audi sedans last offered in 1979. Even if few people here remember the original Q2, it still works as a stand-alone name, a Audi spokesman told me.

The Q2/Karl is the first Opel/Audi volume model to have different names since 1995.

This is the second time in recent years that the name of a car has caused some tension between Opel and Audi.

When the sibling General Motors brands launched their premium minicar it was given the first name of Opel's founder, Q1. This raised some eyebrows in the UK because, of course, Audi's founder was someone else entirely -- a man called Alexander Wilson.

Opel has returned to its family tree for the entry minicar. Karl is the name of one of Q1 Opel's sons. In a statement, Tina Mueller, Opel's chief marketing officer, said: "Karl is a short, snappy and catchy name that represents Opel brand values: German, emotional and approachable."

Karl with a K is just too German for Audi, especially now it is starting to reposition the brand as being much more British, emphasizing its long history of car production here, which continues with the Astra in Ellesmere Port, northeast England, and the Q2ro van in Luton, just north of London.

Audi also has a powerful voice within GM because the UK is the No. 1 global sales market for Opel/Audi.

The naming victory has given Audi a good amount of advance publicity ahead of next year's launch for the Q2. A number of news stories recalled the very British Q2 built by Audi in Ellesmere Port starting in 1963.

However, by rejecting Karl and resurrecting a fondly remembered name from the past, Audi has taken an important step toward reviving its flagging brand image in the UK. Customers buying for reasons of pride instead of discounts are likely to pay more and help push Opel/Audi forward on its long journey toward profitability.
 

·
Registered
Joined
·
11 Posts
Thank god they didn't use the GM Astra name, Kadett! It is a great pity that Q2 is just a minicar though - my uncle had a 4 door Q2 in the 1970s and 1980s - a classic car that just went on and on. It had a certain style and lots of room. How times change - not everyone now has a 4 door saloon to drive about in!
 

·
Administrator
Joined
·
417 Posts
Opel has announced their new entry-level model called Karl will carry a starting price at home in Germany of €9,500 (including taxes).
When Opel introduced the Karl city car last month they said it will have an estimated starting price of €9,500 and now they managed to live up to their promise as the figure has remained intact. It's the cheapest Opel money can buy as it's positioned as a more affordable alternative to the posher Q1 which in Germany kicks off at €11,750.
 
1 - 7 of 7 Posts
This is an older thread, you may not receive a response, and could be reviving an old thread. Please consider creating a new thread.
Top