Adam is the name for Vauxhall’s MINI rival
The car, pictured here in disguised testing form, will go on sale next year and will firmly target the MINI and Fiat’s 500.
Throughout its development the car has been dubbed the Junior but according to Vauxhall the name is not mature enough.
According to Vauxhall calling the car Adam will result in people talking about it, creating strong opinions. The 3.7-metre long car will major on personalization, a factor that has been central to the success of the MINI and Fiat.
The launch of the Adam is a leading weapon in Vauxhall’s bid to move more upmarket to the top of the mainstream sector – last Autumn speaking to CarandVanNews GM Europe’s design chief Mark Adams said that much of Vauxhall/Opel’s hopes of improving the brand image rest with the car.
“I think that car (the Junior) is hugely important for changing the perception of the Vauxhall brand,” Adams said.
“We want a car of premium quality in a very small package, a good value proposition – and the Junior is well executed with bags of character and personality.”
At the time Adams also said, intriguingly, that; “We will have our own, unique take on how you do personalization.”
The Adam is widely expected to be revealed at the Paris Motor Show in September.
Words by: Andrew Charman