Repositioning the Vauxhall Astra - stripping back to basics

Rebecca Moody

Re-launch of the Vauxhall Astra, 1991-3. By 1991, sales and share decline had been made worse by recession and heavy competition.
Agency: Lowe Howard-SpinkAuthor: Rebecca Moody

Repositioning the Vauxhall Astra

Stripping it back to basics

SUMMARY

By 1991, the ageing Vauxhall Astra's sector share had fallen back to 14%. Sales decline was compounded by a recessionary market and increasing competition in the lower-medium car sector in both the fleet and retail segments.

It was into this highly competitive environment that the new model Astra launched in October 1991. The problem was, however, that the brand had accrued the image of a boy racer's car from its hot-hatch offspring, the Astra GTE.

The lower-medium car sector is...

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