FRANKFURT (Bloomberg) -- Opel is refreshing the mid-sized Insignia with new engines and dashboard instruments to win customers back to a brand tainted by more than a decade of losses.
The revamped version of the Insignia, which starts at 24,130 euros ($32,500) in Germany, including sales tax, was presented today at company headquarters in the Frankfurt suburb of Ruesselsheim.
The Insignia is being offered with a selection of more-efficient turbo diesel or gasoline engines, as well as simplified touch-pad and voice-activated navigation, radio and wireless controls to reduce distractions to driving, according to Opel statements in the past three months. The car will go on display at the Frankfurt auto show next month.
The model is the eighth in an 11-car lineup that the company has introduced or updated in the past three years in a strategy to counter consumer doubts about the division's future since parent General Motors considered disposing of the automaker in late 2009.
"Opel has never had such great models as today in recent history, but the brand is burnt," said Ralf Kalmbach, a Munich-based partner at Roland Berger consulting company. "Rebuilding of the brand is a key challenge and may take many years."
GM's European operations, consisting mainly of Opel and its UK sister brand Vauxhall, have lost more than $18 billion since 1999. The two nameplates' annual western European deliveries fell by about half from that year until 2012, compared with an industrywide drop of 17 percent, and their market share narrowed to 7 percent from 11 percent, according to data from the ACEA regional automaker trade group.