Seminarski Rad

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Seminarski Rad Seminarski Rad Ivan Miletic Rms 22/08 Ivan Miletic Rms 22/08 Mladen Cvetkovic rms 22/08 Mladen Cvetkovic rms 22/08 Miroslav Veljkovic Miroslav Veljkovic

Transcript of Seminarski Rad

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Seminarski RadSeminarski Rad

Ivan Miletic Rms 22/08Ivan Miletic Rms 22/08

Mladen Cvetkovic rms 22/08Mladen Cvetkovic rms 22/08

Miroslav Veljkovic Miroslav Veljkovic

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HistoryHistory

The company was founded on The company was founded on 21 January21 January 18631863 by by Adam Adam OpelOpel, and at first made household , and at first made household goods and became a major producer of goods and became a major producer of sewing machinessewing machines. The founder died in 1895, with . The founder died in 1895, with his company the leader in European sewing his company the leader in European sewing machines sales and producing over 2,000 machines sales and producing over 2,000 bicyclesbicycles yearly. The first cars were produced in yearly. The first cars were produced in 1898 having bought the rights to the Lutzmann 1898 having bought the rights to the Lutzmann and sold then as Opel-Lutzmann. However, two and sold then as Opel-Lutzmann. However, two years later, following the dissolution of the years later, following the dissolution of the partnership, Opel's son signed a licensing partnership, Opel's son signed a licensing agreement with the French agreement with the French Automobiles Automobiles DarracqDarracq S.A. S.A. to manufacture vehicles under the brand to manufacture vehicles under the brand name "Opel-Darracq". The vehicles were Opel name "Opel-Darracq". The vehicles were Opel bodies mounted on a Darracq chassis, powered bodies mounted on a Darracq chassis, powered by a 2-cylinder engine.by a 2-cylinder engine.

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In 1906 they started to make cars to their own In 1906 they started to make cars to their own design which they had first shown in 1902 at design which they had first shown in 1902 at the the Hamburg Motor Show and from 1907 and from 1907 stopped making the Opel-Darracqs.stopped making the Opel-Darracqs.In 1911 the factory was virtually destroyed by In 1911 the factory was virtually destroyed by fire and a new one was built with more up to fire and a new one was built with more up to date machinery and the manufacture of sewing date machinery and the manufacture of sewing machines dropped. Production now consisted of machines dropped. Production now consisted of bicycles, bicycles, cars and and motorcycles. By 1913 they . By 1913 they were the largest car maker in Germany.were the largest car maker in Germany.In March 1929 General Motors bought 80% of In March 1929 General Motors bought 80% of the company; increasing this to 100% in 1931. the company; increasing this to 100% in 1931. The Opel family gained $33.3 million dollars The Opel family gained $33.3 million dollars from the transaction.from the transaction.

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TimelineTimeline 1862 – Adam Opel begins building and selling sewing-1862 – Adam Opel begins building and selling sewing-

machines. machines. 1863 – Opel established as a full-fledged business; 1863 – Opel established as a full-fledged business;

hires its first hires its first employeesemployees. . 1886 – Bicycle production started; Opel eventually 1886 – Bicycle production started; Opel eventually

becomes Europe's largest bicycle maker. becomes Europe's largest bicycle maker. 1899 – Opel introduces its first automobile (the 1899 – Opel introduces its first automobile (the

"Patent Motor Car") and its first utility vehicle. "Patent Motor Car") and its first utility vehicle. 1902 – Designs first shown at the Hamburg Motor 1902 – Designs first shown at the Hamburg Motor

Show. Show. 1907 – Opel-Darracq shuts down. 1907 – Opel-Darracq shuts down. 1911 – Fire destroys much of the Rüsselsheim factory. 1911 – Fire destroys much of the Rüsselsheim factory.

Sewing-machine production ends with the one-Sewing-machine production ends with the one-millionth unit. millionth unit.

1913 – Opel is the largest automobile company in 1913 – Opel is the largest automobile company in Germany. Germany.

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1931 – General Motors increases ownership to 100%. 1931 – General Motors increases ownership to 100%. 1937 – Bicycle production ends. 1937 – Bicycle production ends. 1938 – GM Vice President 1938 – GM Vice President James D. MooneyJames D. Mooney is is

decorated with the decorated with the Order of the German EagleOrder of the German Eagle by by AdolfAdolf Hitler Hitler, rewarding his merits for the , rewarding his merits for the WehrmachtWehrmacht. .

1940 – 1940 – NaziNazi regime seizes control of Opel factories, regime seizes control of Opel factories, ends all civilian production. ends all civilian production.

1942 – General Motors writes off Opel as a complete 1942 – General Motors writes off Opel as a complete loss. loss.

1944 – Rüsselsheim and 1944 – Rüsselsheim and BrandenburgBrandenburg plants badly plants badly damaged by damaged by Allied bombingAllied bombing. .

1945 – Soviets seize Kadett production assets as war 1945 – Soviets seize Kadett production assets as war reparations. reparations.

1946 – First post-war 'Blitz' truck built. 1946 – First post-war 'Blitz' truck built. 1947 – Passenger car production resumes with the 1947 – Passenger car production resumes with the

Olympia model. Olympia model. 1948 – General Motors reasserts control over surviving 1948 – General Motors reasserts control over surviving

Opel assets. Opel assets.

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1968 – 1968 – OpelOpel GT GT introduced. introduced. 1971 – Opel launched in 1971 – Opel launched in AsiaAsia. . 1989 – Opel Calibra introduced. 1989 – Opel Calibra introduced. 2005 – Started cooperation with Saturn 2005 – Started cooperation with Saturn

Corporation. Corporation. 2006 – Opel Japan shuts down in December. 2006 – Opel Japan shuts down in December. 2008 – Solarworld announces bid for Opel.[3] 2008 – Solarworld announces bid for Opel.[3] 2009 – GM announces its intention to spin-off 2009 – GM announces its intention to spin-off

Opel by selling 50-75% of the capital. Opel by selling 50-75% of the capital.

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Opel worldwideOpel worldwide

Many cars sold by General Motors worldwide are Opel Many cars sold by General Motors worldwide are Opel designs, including such models as the designs, including such models as the CorsaCorsa, , AstraAstra, , VectraVectra and and OmegaOmega. Opel models are also sold under . Opel models are also sold under other GM brand names, such as other GM brand names, such as VauxhallVauxhall in the in the UKUK, , HoldenHolden in in AustraliaAustralia and New Zealand, and New Zealand, SaturnSaturn or or PontiacPontiac in in North AmericaNorth America, and , and ChevroletChevrolet in in Latin AmericaLatin America. Its . Its ZafiraZafira people carrierpeople carrier was sold in was sold in JapanJapan badged as a badged as a Subaru Subaru TraviqTraviq, while the Omega , while the Omega was sold in the was sold in the USUS as the as the Cadillac Cadillac CateraCatera for model for model years 1997 to 2001. Other models sold in the US, but years 1997 to 2001. Other models sold in the US, but slightly modified, include the slightly modified, include the Saturn L-SeriesSaturn L-Series, , Chevrolet MalibuChevrolet Malibu and and CobaltCobalt. The majority of future . The majority of future Saturn models are expected to be either identical, like Saturn models are expected to be either identical, like the the Saturn Saturn AstraAstra and and SkySky, or closely based, like the , or closely based, like the AuraAura and 2008 and 2008 Saturn Saturn VueVue, to European Opels. The , to European Opels. The Pontiac Pontiac LeMansLeMans (1989-1994), which was the first car (1989-1994), which was the first car produced by produced by DaewooDaewoo in in South KoreaSouth Korea for export to for export to North AmericaNorth America, was based on the , was based on the OpelOpel KadettKadett E E (now (now Astra). Astra).

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Opels appeared under their own name in the USA Opels appeared under their own name in the USA from 1958 to 1975, when they were sold through from 1958 to 1975, when they were sold through BuickBuick dealers as dealers as captive importscaptive imports. The best-selling . The best-selling Opel models in the US were the 1964-1972 Opel models in the US were the 1964-1972 OpelOpel KadettKadett, the 1971-1975 , the 1971-1975 OpelOpel Manta Manta, and the now-, and the now-

classic 1968-1973 classic 1968-1973 OpelOpel GT GT..[5][5] [6][6] (The name "Opel" (The name "Opel" was also applied from 1976 to 1980 on vehicles was also applied from 1976 to 1980 on vehicles

manufactured by manufactured by IsuzuIsuzu (similar to the "Isuzu I-mark"), (similar to the "Isuzu I-mark"), but mechanically those were entirely different cars).but mechanically those were entirely different cars).Opel was long General Motors' strongest marque in Opel was long General Motors' strongest marque in

Japan, with sales peaking at 38,000 in 1996. Japan, with sales peaking at 38,000 in 1996. However, the brand has diminished in the decade However, the brand has diminished in the decade

since, and will reportedly be withdrawn by the end of since, and will reportedly be withdrawn by the end of 2006 with just 1,800 sales there in 2005.2006 with just 1,800 sales there in 2005.

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Opel in EuropeOpel in Europe

Opel is the main GM brand name Opel is the main GM brand name EuropeEurope except in the except in the UKUK, , where GM's other European subsidiary, Vauxhall where GM's other European subsidiary, Vauxhall Motors, still uses its own "Vauxhall" brand name. Motors, still uses its own "Vauxhall" brand name. Vauxhall's models were its models, with the exception Vauxhall's models were its models, with the exception of 'Kadett' which was replaced by Astra, already used of 'Kadett' which was replaced by Astra, already used by Vauxhall, in by Vauxhall, in 19911991. In other . In other right hand driveright hand drive markets markets in in EuropeEurope like like IrelandIreland, , CyprusCyprus and and MaltaMalta, the main GM , the main GM brand name is now Opel, and for many years, Opel's brand name is now Opel, and for many years, Opel's Ireland brand sponsored the Republic's Ireland brand sponsored the Republic's footballfootball team, team, using the using the sloganslogan Ireland's Number One SupporterIreland's Number One Supporter. . However, many Vauxhall cars, However, many Vauxhall cars, imported second handimported second hand from the UK, are still sold in Ireland as a from the UK, are still sold in Ireland as a parallel importparallel import. . Opel was also the main sponsor of Opel was also the main sponsor of FC FC BayernBayern MünchenMünchen for some times, not only a club with a high profile but for some times, not only a club with a high profile but also an important marketing ploy for the company in also an important marketing ploy for the company in the heartland of the heartland of BMWBMW - indeed, the - indeed, the OlympiastadionOlympiastadion is is directly overlooked by the BMW headquarters. directly overlooked by the BMW headquarters.

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Some have suggested that the Vauxhall name should Some have suggested that the Vauxhall name should be dropped in the UK in favour of Opel, thereby be dropped in the UK in favour of Opel, thereby

harmonising GM's marketing strategy across Europe. harmonising GM's marketing strategy across Europe. However, Vauxhall has rejected this, on the grounds However, Vauxhall has rejected this, on the grounds that its brand is well known, and fleet buyers, who that its brand is well known, and fleet buyers, who

are its main customer base, insisted that Opel models are its main customer base, insisted that Opel models be rebadged as Vauxhalls. Opel also provides design be rebadged as Vauxhalls. Opel also provides design

and engineering to the American and engineering to the American SaturnSaturn marque, marque, similar to the Vauxhall situation in the UK. similar to the Vauxhall situation in the UK.

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The company headquarters are located in The company headquarters are located in RüsselsheimRüsselsheim, and it has plants in , and it has plants in BochumBochum, , EisenachEisenach, ,

and and KaiserslauternKaiserslautern, as well as in , as well as in BelgiumBelgium, , SpainSpain, , PolandPoland, and , and HungaryHungary. Opel cars are also made in . Opel cars are also made in

VauxhallVauxhall's 's Ellesmere PortEllesmere Port plant in the plant in the United KingdomUnited Kingdom..

In In OctoberOctober 20042004 employees went on employees went on strikestrike for six for six days due to the threat of 12,000 job losses. The days due to the threat of 12,000 job losses. The

threat was due to the unprofitable European markets threat was due to the unprofitable European markets because of low customer demand. The strike had a because of low customer demand. The strike had a

major impact on production.major impact on production.In In 20052005, the new Opel Astra Diesel , the new Opel Astra Diesel HybridHybrid appeared. appeared.

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The company headquarters are located in The company headquarters are located in RüsselsheimRüsselsheim, and it has plants in , and it has plants in BochumBochum, , EisenachEisenach, ,

and and KaiserslauternKaiserslautern, as well as in , as well as in BelgiumBelgium, , SpainSpain, , PolandPoland, and , and HungaryHungary. Opel cars are also made in . Opel cars are also made in

VauxhallVauxhall's 's Ellesmere PortEllesmere Port plant in the plant in the United KingdomUnited Kingdom..

In In OctoberOctober 20042004 employees went on employees went on strikestrike for six for six days due to the threat of 12,000 job losses. The days due to the threat of 12,000 job losses. The

threat was due to the unprofitable European markets threat was due to the unprofitable European markets because of low customer demand. The strike had a because of low customer demand. The strike had a

major impact on production.major impact on production.In In 20052005, the new Opel Astra Diesel , the new Opel Astra Diesel HybridHybrid appeared. appeared.

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The company headquarters are located in The company headquarters are located in RüsselsheimRüsselsheim, and it has plants in , and it has plants in BochumBochum, , EisenachEisenach, ,

and and KaiserslauternKaiserslautern, as well as in , as well as in BelgiumBelgium, , SpainSpain, , PolandPoland, and , and HungaryHungary. Opel cars are also made in . Opel cars are also made in

VauxhallVauxhall's 's Ellesmere PortEllesmere Port plant in the plant in the United KingdomUnited Kingdom..

In In OctoberOctober 20042004 employees went on employees went on strikestrike for six for six days due to the threat of 12,000 job losses. The days due to the threat of 12,000 job losses. The

threat was due to the unprofitable European markets threat was due to the unprofitable European markets because of low customer demand. The strike had a because of low customer demand. The strike had a

major impact on production.major impact on production.In In 20052005, the new Opel Astra Diesel , the new Opel Astra Diesel HybridHybrid appeared. appeared.

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In In 20062006, the , the AzambujaAzambuja, , PortugalPortugal factory shut down factory shut down and the production of the and the production of the OpelOpel Combo Combo transferred to transferred to

ZaragozaZaragoza, , SpainSpain. The move prompted a national . The move prompted a national boycott and caused the Portuguese Government to boycott and caused the Portuguese Government to

suesue General Motors. General Motors.General Motors announced in General Motors announced in AprilApril 20082008 that they that they would invest €9 billion by 2012 in a bid to stop the would invest €9 billion by 2012 in a bid to stop the market share erosion of the Opel brand in Europe. market share erosion of the Opel brand in Europe.

Approximately €6.5 billion is to be dedicated for the Approximately €6.5 billion is to be dedicated for the development of new models and engines, with the development of new models and engines, with the plants in Rüsselsheim, Bochum, and Kaiserslautern plants in Rüsselsheim, Bochum, and Kaiserslautern

slated to be modernizedslated to be modernized

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On On November 17November 17, 2008 Opel announced that they , 2008 Opel announced that they were seeking a €1 billion credit guarantee from the were seeking a €1 billion credit guarantee from the German government to help the Opel subsidiary if German government to help the Opel subsidiary if the parent GM doesn't make it through the credit the parent GM doesn't make it through the credit

crisis. The news comes as GM faces possible crisis. The news comes as GM faces possible bankruptcy.bankruptcy.[8][8] The German government will most The German government will most

probably decline any guarantees due to the fact that probably decline any guarantees due to the fact that the money could be transferred into the US, instead the money could be transferred into the US, instead

of being used for the Opel subsidiary.of being used for the Opel subsidiary.On On November 19November 19, 2008, , 2008, SolarWorldSolarWorld AG AG announced a announced a

bid to buy German automaker Opel from General bid to buy German automaker Opel from General Motors. The bid is at €1 billion, with €250 million Motors. The bid is at €1 billion, with €250 million being paid in cash, and €750 million being paid in being paid in cash, and €750 million being paid in

bank credits. Opel's initial response was to cite bank credits. Opel's initial response was to cite conditions such as being completely split from conditions such as being completely split from

General Motors.General Motors.

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Opel logoOpel logo

The lightning bolt on the Opel badging is a reference The lightning bolt on the Opel badging is a reference to the famous Opel Blitz truck. The German word to the famous Opel Blitz truck. The German word 'Blitz' means lightning or flash. The logo was 'Blitz' means lightning or flash. The logo was originally a originally a ZeppelinZeppelin, which became more stylized, , which became more stylized, and as the Zeppelin became less popular as a and as the Zeppelin became less popular as a form of transport, the logo was changed. There is form of transport, the logo was changed. There is also a noticeable similarity between the winged also a noticeable similarity between the winged Zeppelin and the lightning logo. Zeppelin and the lightning logo.

Starting with the Starting with the OpelOpel Insignia Insignia, the Blitz logo will be , the Blitz logo will be updated. The border that is circling the lightning updated. The border that is circling the lightning bolt will be wider to incorporate the Opel name, bolt will be wider to incorporate the Opel name, and the surfaces will be more spherical to give the and the surfaces will be more spherical to give the logo a three-dimensional look. logo a three-dimensional look.