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Opel names premium hatch Adam

Founder’s name chosen for Opel’s Mini-rivalling premium hatch due for Paris debut

Opel logo9 May 2012

By HAITHAM RAZAGUI

OPEL has revealed that its new premium light car will be called Adam, referencing the name of the company’s founder.

General Motors’ German brand also issued images of the heavily-disguised three-door car – which was previously known under the working title of Junior – ahead of its public world debut at the Paris motor show in September.

Opel Australia head of marketing and public relations Michelle Lang was unable to confirm the Adam for Australia, but told GoAuto it will be considered for import.

She said the launch line-up of Corsa, Astra, GTC and Insignia is “pretty firm” for at least the next two years.

As GoAuto has reported, the Mokka compact SUV and hot OPC version of the Astra GTC are also on Opel Australia’s shopping list as possible additions to the local range.

Opel appears to be deliberately provoking debate by going for an unexpected name like Adam, and made clear its intentions to attract a social media-savvy Gen Y target audience by revealing the name via its Facebook page.

The online event used an aerial view of Frankfurt and a dashboard-mounted camera to show a prototype Adam tracing its name by following a route around the city’s streets.

Opel also issued a comic book-styled press release depicting a meeting room debate about the name and revealing further details about the Adam, with claims the car can be individualised “more than any other car”, suggesting the German brand is taking aim at products like the Mini and Fiat 500.

However, descriptions such as sporty, muscular and modern suggest the Adam may be closer in concept to the Citroen DS3 than the retro-styled Mini and Fiat, and the interior is portrayed as “refreshing and colourful”.

The German-engineered four-seater will be 3.7 metres long – 30cm shorter than the Corsa and around the same as the Mini Cooper, which in turn is 20cm longer than the Fiat 500 and 25cm shorter than the Citroen DS3.

Overseas reports suggest the Adam will be priced above the Corsa, and will feature an Audi A1-style roofline and convex rear windscreen.

Power will reportedly come from efficient three-cylinder petrol and diesel engines, plus an electric version expected to reach production in 2015.

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