Opel’s Adam Cheaper than Fiat 500 image

Opel’s new Adam minicar is cheaper than its main rival, the Fiat 500.

Adam’s entry-level 1.2-liter gasoline-powered version will cost 11,500 euro ($14,870) in Germany, where it will be introduced beginning January. The Fiat 500 1.2-liter variant with a gasoline engine costs 11,600 euro. Mark Adams, Opel head of design, said that the Adam was designed so as to change Opel-Vauxhall’s customers’ opinion about the brand and see it in a new light.

“It’s more important role is to challenge people’s perception about the brand,” he said on the eve of the auto show here. “For me the whole point to develop the vehicle was to be deliberately be provocative.”

Opel said that Fiat is quite feminine and cute, while Adam has a more masculine design, appealing to men too. Vauxhall Managing Director Duncan Aldred predicts that Adam will manage to sell 40,000-50,000 units in Europe annually, with the UK, which is Vauxhall’s home market, accounting for 10,000 units. In 2011 Fiat sold 156,046 Fiat 500 units in Europe.

“Adam could do more for Opel’s image than any other product they’ve launched in a long time. It’s not the giant moneymaker, but it could be a high-volume car with good image,” said GM Vice Chairman Steve Girksy.