I don't think James is alone in his opinion (which is exactly what a column is, an individual's opinion) that Vauxhall are on a hiding to nothing by claiming they will be number one within three years. For start, have they explained how they will sell an additional 50k units between now and then? Aside from the lacklustre product line, the uninspiring dealerships - grey boxes with gaudy vinyls on the window's telling me how cheap the product is, how very 1989, and a salesmen sat at a remote desks wearing a branded anorak aimlessly clicking a mouse trying to get their PC to work, what else does Vauxhall bring to the market place?
Don't get me wrong, most Ford dealerships are just as inviting, by which I mean you wouldn't want to step inside one without wearing protective clothing, but where the Blue Oval falls down on sales presentation it makes up for with innovative, or at least competitive product. Cars people actually want to buy. Once in a while they'll build a halo model, too. What both Ford and Vauxhall seem oblivious too, arrogant even, is the threat from Korea in the shape of Kia and Hyundai. Not only are they investing in product that people want to buy, but they also offer a buying environment that meets people's expectations. They may be buying a cheap car, but the buying experience is far from value.
And let's not forget, many people will never forgive Vauxhall for bringing Griff Rhys Jones into their living room wearing nothing but a pair of Y-Fronts.
