Dec 4, 2012
Bologna. Opel celebrated the Italian premiere today of its all-new ADAM at the Bologna Motor Show ( 5-9 December, 2012) with a high profile stand dedicated to its new chic, urban champion of individualization. The booth is located in a central position near the Fiera Bologna Service Centre and reflects the importance of the Italian market for the new chic, urban small car.
ADAM’s modern, bold and colorful look together with its almost unlimited potential for customization makes virtually each and every ADAM unique. Nine ADAMs are on show: all are completely different with their own unique trim, decor and exterior colour combinations. This once again underscores ADAM’s huge individualization potential. ADAM combines trendy design with the all-new Opel IntelliLink infotainment system that allows its owner to integrate his/her smartphone in the car, making ADAM the best connected small car. Its compact size means that ADAM is highly appealing to the Italian market and it has been designed especially for younger people or those who are young at heart.
With the debut of ADAM in Italy, Opel not only strengthens its product portfolio there but also satisfies the demands of Italian customers who are increasingly purchasing A and B segment models. To date, Opel’s offer in the A segment was the Agila - a car positioned as a minivan, flexible and functional for an active urban life. With ADAM’s 3.70 meter length, this range has been now been expanded with a solution positioned in the middle of the segment, also covering the growing fashion-led Italian market.
ADAM’s innovative design is combined with premium quality and innovative technologies, such as the IntelliLink system, the latest generation Park Assist, the Side Blind Spot Alert and power steering with the “light touch” CITY mode.
The fashion-led A segment where ADAM is positioned will continue to grow in the next few years, according to experts. Since 2000, sales of stylish cars of the A-segment (around 3.70 m length) have risen by around 30 percent and of B-segment luxury-oriented cars (around 4.00 m length) by over 110 percent. In 2011 nearly 630,000 units of these trendy cars were registered in Europe, versus 450,000 in 2008. With ADAM, Opel intends to conquer the growing small car market. The demand for small cars is particularly strong in Italy. In that sense Italy may well become ADAM’s top market.
Small but with broad shoulders, ADAM measures almost 3.70 meters in length and 1.72 m in width (excluding mirrors). While the chic three-door is perfect for urban environments, its driving dynamics including chassis and steering deliver fun and agility in all situations. ADAM’s cabin has space for up to four people and provides its passengers and the driver with a premium atmosphere.
The Opel ADAM also offers premium technologies from upper segments such as the new IntelliLink infotainment system which integrates the owner’s smartphone in the car (Android and Apple iOS). Other features that make ADAM perfect for urban environments are the new generation park assist system that automatically parks the car, the side blind spot alert and power steering including a “light touch” CITY mode.
Prices for the entry level ADAM combined with a 1.2 l 51 kW/70 hp gasoline engine start at 11,750 euro in Italy (recommended retail price including VAT). Premium technologies and customization options can additionally be selected. For example, the IntelliLink infotainment system is offered as an extra for just 300 euro. The starlight headliner with 64 LEDs can be ordered for the same amount, giving the driver the illusion of being under a star-lit night sky.
ADAM arrives in Italian dealerships by early 2013. In other European countries there’s been a great deal of interest shown in the new Opel A segment car. Latest data shows that both potential and real customers have already entered around 80,000 different combinations using Opel’s web-based configurators.
Bologna is also the venue where ADAM’s Italian order books will be opened. Thanks to the technology of the “Touch and View” configurator system, customers will be able to configure their own ADAM. Instead of just standing in front of a screen, the customers configure their car by physically touching the cars at the Bologna Show booth. In that sense the visual experience offered by the configurator will be enriched by a real time touch experience.
The configurator springs into action when various sensitive spots along the car are touched. These spots are also visible and accessible on the configurator display.
A special event was hosted during the Bologna Motor Show entitled “Glamour & ADAM”. The event was designed to illustrate the three trim worlds ADAM GLAM, ADAM SLAM and ADAM JAM. The Opel stand was turned into a catwalk where fashion models were asked to pose for photos for an artistic interpretation of the 3 different styles associated with the 3 ADAM versions: ADAM GLAM (Elegant), ADAM SLAM (Sporty) and JAM (Funky). Visitors had the chance to be photographed together with the fashion models in line with their individual stylistic tastes. A selection of the photos is then posted on the ADAM & Glamour website.
The 37th Bologna Motor Show which has been included in this year’s OICA calendar is being held in Bologna Fiere and runs until 9 December. Doors opened to the press and industry representatives on 4 December. The general public is admitted on 5 December. At last year’s motor show more than 856,000 visitors were recorded – a seven percent increase on 2010.