When a brand decides to launch a product to the market should think very well to where wants to go is with it. Before its design is carry to out many and varied studies of market to know what will be its public objective, if will be male or female, if will be directed for people with a power purchasing medium high or if by the contrary will be positioned in a part low of the market.
With this information, you start to design the product, because it must meet a series of basic conditions to make it fit to the results of the study. These steps (commented of form very simplified) them carry to out all the brands without exception, but sometimes is can expand when is going to launch to the market a product with a profile more special or minority.
Opel, with the commercial launch of Grandland X and Crossland X is played much, since its presence in the SUV segment is only covered by the Mokka X. This is so because while les goes wonderfully even have that improve your positioning in this segment of the market, if want to increase their sales global and improve their results economic.
According to Karl-Thomas Neumann, CEO of Opel, the Crossland X is a car that like especially to the women. This information was provided on the basis of market studies carried out in the firm to consider the development of the model. This guides us perfectly made what the market plot is addressed and What are its claims when it reaches dealers.
These statements have been endorsed by Tina Mueller (responsible for the commercialization of the model) since you added that “women love [Crossland X], because we like the position of the seats and concierge service 24-hour OnStar, which allows you to book a hotel when you are driving”. With these words we can see how the German brand are following the same path that Fiat has already done to the launch of the 500 with its derivatives range.
However, a firm the size of Opel to make such declarations can be counterproductive. Today day the products (although have that go directed toward a public main) have that have vocation global. The reason is simple since If a product is typecast in a category of the market and this by any reason suffers a setback, can verse doomed to the failure and then change the positioning of market of the product is become a task Titanic.
It remains to be seen if the market and the time gives the reason those responsible for the German firm.
Source – Opel