Opel is to bring its high performance Opel Performance Centre (OPC) models to Ireland. The Centre is the brand's equivalent of BMW's M department, or Mercedes' AMG.
The move was announced as the latest Opel Ireland managing director, Mr David Sheeran, took up his posting. Sheeran faces a tough task in resurrecting Opel's lacklustre sales performance. From a peak of 14.6 per cent in 1994 and market leadership in 1996, it has progressively lost both share and sales in the last nine years, falling below 10 per cent in 2000, below 8 per cent in 2002, and ending last year with 6.99 per cent of the passenger car market, in sixth place.
In his introductory speech, he said: "Opel Ireland is a sleeping-giant - and it's my job to wake that giant. Before we can do that - it is important to acknowledge where we are today. That means being honest about our success and failures. Ten years ago we were firmly established as leaders in the market place. Nothing could stop us - we thought. But things changed. This will change."
He is the third managing director of Opel Ireland in four years. The previous encumbent, John Maher, recently returned to General Motors in Canada after a shortlived career in the post, replacing Iede Aukema, who had been appointed in May 2000 to replace Arnold O'Byrne, who successfully led the Irish subsidiary through the 1990s.
Sheeran has worked in the motor industry for the past 15 years in Britain and Ireland, as well as on the Continent. Most recently he worked with the Vauxhall brand in the North.
Problems with the GM brand here can be traced back to a European restructuring during which Opel Ireland lost control of most key activities such as marketing and staffing to a regional office in Sweden. Ireland was included with the Nordic countries which reported to the Stockholm office.
This situation was generally seen to demoralise staff and several dealers either left or were given notice between 2001 and 2002.
Partly in recognition that the Nordic grouping wasn't working, another reorganisation took place last year, with Ireland falling under the remit of the Vauxhall division based in Luton, near London.
The decision to bring OPC models to Ireland is part of an overall strategy to improve the image of the Opel products.An OPC Astra and Zafira will be here, before the end of the year: "cars so fast, fun and exciting they will force people to revaluate buying an Opel," according to Sheeran.