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For the first time, the Opel network posted negative profitability in 2020, which has further deteriorated sharply since the start of the year. Michel Maggi, president of the GNCO, will urgently bring together the members of the group's board and define an action plan.
A market share of 2.7% for the year 2020, which sinks to 2.2% in the first quarter of 2021: the Opel brand continues its descent into hell on the French market, dragging its distribution network into turmoil.
In 2020, the network lost money for the first time (-0.1% profitability), but obviously it will be worse in 2021. " Our profitability has deteriorated very sharply since the start of the year ", admits Michel Maggi , president of the GNCO (National Group of Opel dealers), for whom the cup is full.“We will end March at around 75-80% of our goals. This is better than the previous months but it is certainly not enough and even if we achieved 100% of these goals it would not allow us to '' make a living because the system is based on a ratio between too large a rear margin and zero facial margin. We therefore made the decision to stop the bleeding and to bring together the office of the group, Thursday, April 1, 2021, urgently, in order to decide on our actions ", confirms Michel Maggi.
In fact, in December 2020, the sales targets for private vehicles were reached at 59% and 68% for light commercial vehicles. In January 2021, the results in PV were similar and 42% for electric vehicles. In February, the brand agreed to bring together sales of passenger and utility vehicles, which made it possible to reach 79% of the objectives and 93% for electric vehicles. A change in scope to be credited to Igor Dumas , the new general manager of the brand in France, who has replaced Stéphane Le Guevel . But obviously this change of captain will not be enough. " It is a problem of commercial policy and of the means given to the network, but certainly not a human problem", supports the president of the GNCO.
Working with PSA is extremely difficult
Constraints and problems multiply at all dealers, from the manager to the simple seller. Every day brings its share of annoyances, disappointments, problems of different configurations between those carried out on the brand's website and at the dealership, the delivery of non-compliant models (with options ordered which are not installed), delays in porterage of vehicles that go from 90 to 30 days without warning, obligations to refund down payments for excessively long delivery times ... the list is long!
Admittedly, since the purchase of Opel by PSA in 2017, 40% of volumes have been cut, but even more than the deconstruction of the range due to non-adequacy with the CO2 objectives, it is the relationships and the treatment that reserve the PSA group to the Opel network which set fire to the powder. " We have exactly the same complaints as the Austrian Peugeot dealership. We can no longer accept having unattainable sales targets. Setting ourselves targets that cannot even be reached at 85% is a real problem" , continues Michel Maggi .
Thus, beyond volumes, the conditions for granting bonuses are also based on the number of customer contacts entered in the database, the percentage of customers (at least 85%) whose satisfaction score reaches 9/10. All complemented by a total lack of visibility on a forecast of the brand in France. " Even more than anger, it is sadness that I feel, sadness to live these moments, to see business leaders, brand historical figures lose money. We can no longer continue this way. We are listened to, we are told yes but nothing is put in place. We have lost the soul of Opel, "laments Michel Maggi.
www.journalauto.com
For the first time, the Opel network posted negative profitability in 2020, which has further deteriorated sharply since the start of the year. Michel Maggi, president of the GNCO, will urgently bring together the members of the group's board and define an action plan.
A market share of 2.7% for the year 2020, which sinks to 2.2% in the first quarter of 2021: the Opel brand continues its descent into hell on the French market, dragging its distribution network into turmoil.
In 2020, the network lost money for the first time (-0.1% profitability), but obviously it will be worse in 2021. " Our profitability has deteriorated very sharply since the start of the year ", admits Michel Maggi , president of the GNCO (National Group of Opel dealers), for whom the cup is full.“We will end March at around 75-80% of our goals. This is better than the previous months but it is certainly not enough and even if we achieved 100% of these goals it would not allow us to '' make a living because the system is based on a ratio between too large a rear margin and zero facial margin. We therefore made the decision to stop the bleeding and to bring together the office of the group, Thursday, April 1, 2021, urgently, in order to decide on our actions ", confirms Michel Maggi.
In fact, in December 2020, the sales targets for private vehicles were reached at 59% and 68% for light commercial vehicles. In January 2021, the results in PV were similar and 42% for electric vehicles. In February, the brand agreed to bring together sales of passenger and utility vehicles, which made it possible to reach 79% of the objectives and 93% for electric vehicles. A change in scope to be credited to Igor Dumas , the new general manager of the brand in France, who has replaced Stéphane Le Guevel . But obviously this change of captain will not be enough. " It is a problem of commercial policy and of the means given to the network, but certainly not a human problem", supports the president of the GNCO.
Working with PSA is extremely difficult
Constraints and problems multiply at all dealers, from the manager to the simple seller. Every day brings its share of annoyances, disappointments, problems of different configurations between those carried out on the brand's website and at the dealership, the delivery of non-compliant models (with options ordered which are not installed), delays in porterage of vehicles that go from 90 to 30 days without warning, obligations to refund down payments for excessively long delivery times ... the list is long!
Admittedly, since the purchase of Opel by PSA in 2017, 40% of volumes have been cut, but even more than the deconstruction of the range due to non-adequacy with the CO2 objectives, it is the relationships and the treatment that reserve the PSA group to the Opel network which set fire to the powder. " We have exactly the same complaints as the Austrian Peugeot dealership. We can no longer accept having unattainable sales targets. Setting ourselves targets that cannot even be reached at 85% is a real problem" , continues Michel Maggi .
Thus, beyond volumes, the conditions for granting bonuses are also based on the number of customer contacts entered in the database, the percentage of customers (at least 85%) whose satisfaction score reaches 9/10. All complemented by a total lack of visibility on a forecast of the brand in France. " Even more than anger, it is sadness that I feel, sadness to live these moments, to see business leaders, brand historical figures lose money. We can no longer continue this way. We are listened to, we are told yes but nothing is put in place. We have lost the soul of Opel, "laments Michel Maggi.
Le réseau Opel n’accepte plus les objectifs inatteignables !
Pour la première fois, le réseau Opel a affiché, en 2020, une rentabilité négative qui s'est encore fortement détériorée depuis le début de l'année. Michel Maggi, président du GNCO, va réunir en urgence les membres du bureau du groupement et définir un plan d’actions.
www.journalauto.com