Inspiring
BADGE OF HONOUR
A> Absolutely! We’ve grown our UK market share for the last four years. Private buyers have been key to that growth.
Q > And the new logo reflects this momentum?
A> Exactly. It’s come at a time when the key changes are already in place, though coinciding the reveal of this evolved look to the badge with the Insignia is deliberate. Although executive saloons are not as pivotal to volume sales as smaller cars today, they’re still the main muscle for flexing the brand’s identity – new Insignia will have a disproportionate effect on our image because it will be seen as our standard bearer for the entire range. But that’s fine by me – it’s perfectly designed and engineered for that task and the message it will spread through its looks and technical advancement will have what we call a ‘halo effect’ throughout the showroom.
Q > How did you decide on the badge’s final new look?
A> In the end, it came down to that gut feeling you have. We wanted a contemporary edge, with a sharper focus. The work was done in-house by Mark Adams, Vice President Design, GM Europe, and his team at our Russelsheim studio in Germany – and the decision process was actually quite fast. Everyone who saw the new logo loved it and felt it took Vauxhall forward in the right direction. Some manufacturers change their brand symbol at the beginning of a renaissance, but we’d done the substantial work beforehand in terms of the product and our communications activity, so I guess this was like a seal of approval.
Q > What have been the big surprises in your career?
A> I guess my father had the first surprise when I signed up with Vauxhall, seeing
as he was a Ford engineer for 35 years!
I suppose I was pleasantly surprised to find that after leaving Bath University – with a degree in business administration and after a variety of marketing posts – I finally got the kind of job I really wanted as the market forecaster for Vauxhall UK. That was back in 1989 and what I didn’t forecast then was that I would soon be heading off around the world for a few years working in Germany and California. In California I worked for a large dealer group and found out how business works from their side. Coming back to the UK after five years away with my wife Cathy and our children Sam and Mary, the biggest surprise was how we felt like excited tourists: Britain is a fabulous country and sometimes it takes time away to see that and appreciate all the great things we have to see and do in the UK.
Q > Cars aside, what inspires you outside work?
A> I’m still coming down from the high of February 24 2008 when Jonathan Woodgate scored the extra-time goal that won Tottenham Hotspur the Carling Cup - their first trophy for nine years. Football, is one passion outside work and I’m afraid I’ve brainwashed my son to follow Tottenham with me. In the world of business, I have to say I’ve admired Marks and Spencer as a brand for the way that they have refreshed their image and taken some good marketing decisions, based
on common sense. At Vauxhall, the complexity of the business fascinates me and though we are aware, as is everyone, of tough times being likely in the immediate future, having a strong product range keeps our confidence high.
Q > Do you have more treats in store for Vauxhall fans?
A> I have the advantage of being able
to see what new vehicles are coming over the horizon. I’m afraid I can’t reveal details, of course, but will say there’s more excitement around the corner, and this year and 2010 will be very busy. Vauxhall has a great momentum and it’s not just me saying that – as BBC2’s Top Gear recently commented, Vauxhall is the only car brand that has “no ugly cars”.