Agency: Lowe Howard-Spink | Author: 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...