GM's Opel Could Break Even Ahead of Schedule
Unit Chief Karl-Thomas Neumann Is Cautiously Optimistic, Though Wary of Russia Situation
RÜSSELSHEIM, Germany— General Motors Co. GM -4.11% 's European unit, Adam Opel AG, appears to be on the cusp of breaking even before its 2016 target date—welcome news for GM Chief Executive Mary Barra amid the fallout from a massive recall that is expected to take a $1.3 billion bite out of GM's first-quarter profit.
For years, Europe was GM's biggest headache. The auto maker's main European business, Opel, posted declining sales, heavy losses and a depleted brand. Then, GM brought in a team of outsiders, led by former Volkswagen AG VOW3.XE -1.05% executive Karl-Thomas Neumann, and decided to shut down a plant in Germany, invest more than $6 billion in Europe and introduce 23 new models by 2016.
The changes are paying off. Opel's sales stopped falling last year and in the first two months of this year European Union sales of the Opel and the British Vauxhall brands rose 3%. Mr. Neumann said he is sticking to his official target to return Opel to break-even in 2016. But analysts suggested that Opel could reach profitability as early as next year.
"If everything goes well, theoretically that can't be ruled out," Mr. Neumann said in an interview.
His cautious outlook is a sign of a cultural change at Opel, which is based here. In the past, GM's European executives often turned in ambitious targets but failed to deliver, rushing to move the goal posts after it was too late to intervene and fix the business. In his first year, Mr. Neumann delivered above-budget results.
"That is something new at Opel," he said.
He also is wary about promising too much too soon because he knows there are factors beyond his control that could slow Opel's progress.
The recovery of car sales in Europe is gathering steam, but it remains unclear how sustainable the European recovery is. Sanctions against Russia or a shooting war in Ukraine could hamper GM's business in Russia. Opel sold 81,421 vehicles in Russia last year, around 8% of the unit's total sales of 1.06 million vehicles. Over the past few months, the plant has canceled shifts and worked shorter hours as car sales in Russia fell.
"We're careful now with new investment and are trying to understand and monitor the situation as it develops," he said. "Of course, [development of the] Russian economy is a cause of concern."
In the long-term, Mr. Neumann sees Russia and Turkey as growth markets for Opel. That is why he pulled the plug on China last month. Opel sells fewer than 5,000 cars in China through a costly network of 22 dealerships. Instead of investing hundreds of millions of dollars to build an Opel franchise in China, Mr. Neumann decided to use the company's funds to focus on Europe. Before joining Opel, Mr. Neumann was chief of VW's business in China.
" 'Now Opel has a great strategy for China' is what a lot of people thought," he said, chuckling. "As GM, we are still bullish about China. But for Opel it is just a fact that our resources are better used somewhere else."
The 115-year-old Opel was acquired by GM in 1929 and for decades was an innovator. In the 1990s, Opel lost its mojo and GM's European business began bleeding cash, prompting unsuccessful restructurings and a revolving door for top management in Europe.
In 2012, Stephen Girsky, then GM's vice chairman and point man on Opel, drew up a road map to revive GM's European business by 2022, setting the break-even mark for 2016. The plan involved substantial investment in Europe and rebuilding Opel to transform it into GM's exclusive mass-market brand in Western Europe.
But Mr. Girsky's boldest move was bringing outsiders with no ties to GM. In addition, to Mr. Neumann, who arrived in March of last year, the company hired Peter Küspert, a 19-year veteran of Daimler AG DAI.XE -1.04% , to oversee sales, and Michael Lohscheller, formerly the chief finance officer of VW's U.S. business.
New models such as the Adam, a sporty compact that is especially popular with young women; the Mokka, a small sports-utility vehicle; and pepped up versions of Opel's Insignia, Astra and Corsa models are bringing customers back.
"The brand was a big problem," Mr. Neumann said. "The brand should help, but in our case it was like an insurmountable wall."
Mr. Neumann hired an outsider to rebuild the Opel brand. Tina Müller was head of marketing at Henkel HEN3.XE +1.95% KGaA, a maker of personal-care products that owns Dial soap, and had no experience in the car industry.
"Everyone said, 'A car is not shampoo,' " Mr. Neumann recalled of discussions with colleagues. "But a car is also a consumer product. We spoke to her, and it was immediately clear to me that she's the one I want."
Opel hired the German ad agency Scholz & Friends, which came up with a campaign through posters, television advertisements and YouTube videos to encourage Germans to reconsider their prejudices. The ultimate aim is to get consumers to change their attitudes about the Opel brand.
Claudia Schiffer was hired as Opel's brand ambassador in Europe, saying the supermodel embodies what it means to be German. A key part of the effort is to shed Opel's image as a failed American company that shut down plants and fired German workers.
Ms. Müller described Opel as the biggest marketing challenge in Europe today and said marketing is about the brand, not the product. "We had similar problems" at Henkel, she said. The brand "was a little dusty, it became a little boring. It's a similar task now with the Opel brand."
Opel isn't out of the woods. The company still is unprofitable and sales have only just started to rise slightly.
But back in Detroit, executives are closely following what is going on in Rüsselsheim. After taking the helm at GM, Ms. Barra's first trip abroad was in January to visit the Opel plant, where she pledged further investment.
"At the moment we are seen as a benchmark because of the holistic way with which we have approached the turnaround," Mr. Neumann said. "Last year, for the first time in years, we not only met our targets, we surpassed them."