The History of Opel

Brand

From Sewing Machines to Global Automotive Player

Opel is one of the oldest automotive manufacturers in the world, with a history stretching back more than 160 years. Founded in Germany in the 19th century, the company has evolved through multiple eras of industrial change, survived wars and economic crises, and played a significant role in shaping the European automotive landscape. From humble beginnings making sewing machines and bicycles, Opel became a household name in Europe and even had a presence in the United States. Today, it continues to produce vehicles under ownership far removed from its founding family, yet its legacy remains deeply rooted in innovation, adaptability, and mass-market appeal.

This article traces Opel’s history from its founding in 1862 to its current position within the global automotive industry, with an emphasis on its challenges, achievements, and unique position among carmakers.

Founding Years (1862 – 1898)

Opel was founded in 1862 by Adam Opel, a German entrepreneur born in 1837 in Rüsselsheim am Main, Germany. Adam Opel was the son of a master locksmith and trained as a locksmith himself. As a young man, he traveled extensively through Europe, where he learned about industrial manufacturing techniques. Inspired by what he saw in Paris, Adam Opel began producing sewing machines in his hometown.

The early decades of Opel’s business had nothing to do with automobiles. In fact, Opel became Germany’s largest sewing machine manufacturer by the 1880s. In 1886, the company diversified into bicycle production, capitalizing on the booming popularity of cycling. Opel bicycles became well known for quality and affordability, and by the 1890s, Opel was one of Germany’s largest bicycle makers.

Adam Opel died in 1895, before the company entered the automotive industry. Leadership passed to his widow Sophie Opel and their five sons, who would be the ones to steer Opel into the motor age.

Entry into the Automotive Market (1898 – 1914)

In 1898, Opel purchased the rights to manufacture a small automobile from Friedrich Lutzmann, a German inventor and engineer. These early vehicles were rudimentary and not commercially successful, but they marked Opel’s entry into the automotive business. The first Opel car, the Opel 4/8 HP “System Lutzmann”, was produced in 1899. It was a modest, open-top vehicle with a single-cylinder engine producing 3 horsepower, capable of a top speed of around 12 mph. The Lutzmann cars were not highly successful, and Opel sought partnerships to improve its designs.

By 1902, Opel was producing cars based on designs licensed from the French company Darracq. These cars were more refined and better suited to the growing European market. Opel introduced its first entirely in-house designed car in 1906.

In 1914, Opel had become Germany’s largest car manufacturer, producing more than 3,300 vehicles annually. The Opel 5/14 PS “Doktorwagen” became a notable success during this period, marketed as an affordable car for professionals such as doctors.

Interwar Period and Growth (1919 – 1939)

The aftermath of World War I saw Opel facing economic instability, like many European companies. Inflation in the early 1920s hit German manufacturers hard. However, Opel adapted by introducing more affordable vehicles. In 1924, Opel launched the Laubfrosch (“Tree Frog”), a small, inexpensive car priced competitively for the masses. This model helped Opel recover and expand.

GM Acquisition

A major turning point came in 1929, when the American automotive giant General Motors (GM) purchased an 80% stake in Opel for approximately $33.3 million USD (about $500 million in today’s dollars). GM acquired the remaining 20% in 1931, making Opel a wholly owned subsidiary. This gave GM a strong foothold in Europe and provided Opel with access to American capital, technology, and marketing expertise.

During the 1930s, Opel became a pioneer in mass production techniques in Germany, mirroring GM’s assembly line methods.

World War II and Postwar Recovery (1939 – 1950s)

World War II disrupted Opel’s civilian production. The company was repurposed to produce military vehicles for the German war effort. Its factories were heavily damaged by Allied bombing, particularly the Rüsselsheim plant.

After Germany’s defeat, Opel’s facilities were initially seized by U.S. military forces. GM regained control in the late 1940s and set about rebuilding production capacity. By 1947, Opel was producing cars again, starting with the Opel Olympia, which had originally debuted in 1935 but was updated for the postwar market.

Expansion and Success (1960s – 1970s)

The 1960s and 70s were a golden era for Opel in Europe. Popular models such as the Opel Kadett, Rekord, and Manta became strong sellers. Opel’s engineering emphasized practicality, reliability, and affordability — much like Chevrolet’s position in the U.S.

Opel also experimented with sporty designs during this era. The Opel GT, introduced in 1968, was a sleek sports car often called “the European Corvette” due to its styling.

Racing Programs

Opel participated in rally racing throughout the 1970s and 1980s, achieving notable success in the European Rally Championship and the World Rally Championship (WRC). The Opel Ascona 400 and Manta 400 were competitive rally cars, driven by famous racers like Walter Röhrl. Opel won the 1982 WRC Drivers’ Championship with Röhrl behind the wheel of the Ascona 400.

Challenges and Decline in the Late 20th Century (1970s – 2000s)

By the 1970s, Opel faced increasing competition from Volkswagen, Japanese automakers, and emerging Korean brands. The oil crises of 1973 and 1979 shifted consumer demand toward smaller, fuel-efficient cars—something Opel addressed with models like the Kadett and Opel Corsa.

However, GM’s centralized control sometimes limited Opel’s ability to adapt quickly to European trends. Quality issues emerged in the 1980s, and Opel’s designs were seen as conservative compared to rivals. The company also struggled in the U.S. market, where Opel cars were sold through Buick dealerships in the 1960s and 1970s but never achieved large sales figures. For example, in 1973, Opel sold about 80,000 cars in the U.S., but by the late 1970s, annual U.S. sales had fallen below 20,000 units.

By the late 1980s, Opel faced increasing competition from Japanese automakers in Europe. GM’s global strategy sometimes led to badge engineering that diluted Opel’s brand identity.

The 1990s brought further challenges. Opel struggled with declining profitability, partly due to high labor costs and an aging product lineup. Opel’s European market share declined amid fierce competition. GM attempted to integrate Opel more deeply into its global strategy, sharing platforms with Chevrolet and other divisions. Some of these badge-engineered models diluted Opel’s brand identity.

In 2008–2009, the global financial crisis hit GM hard. The parent company considered selling Opel, and negotiations took place with the Canadian-Austrian parts manufacturer Magna International and Russia’s Sberbank. Ultimately, GM decided to keep Opel, but the uncertainty damaged morale and public perception.

Sale to PSA Group (2017)

In 2017, GM sold Opel (and its UK sister brand Vauxhall) to the French automotive giant PSA Group (Peugeot Société Anonyme) for about $2.3 billion USD. PSA integrated Opel into its portfolio, aiming to revive profitability by sharing platforms and technologies across its brands.

Stellantis Era (2021–Present)

In January 2021, PSA Group merged with Fiat Chrysler Automobiles to form Stellantis, now the world’s fourth-largest automaker by volume. Opel operates as one of Stellantis’ 14 brands, with a focus on European markets but some global expansion.

Factory Operations

Opel’s main plant in Rüsselsheim has historically been its flagship, producing millions of vehicles over the decades. Opel also operated plants in Germany, Spain, Poland, and other European countries. Production lines follow modern assembly processes with heavy automation, but Opel retains a tradition of engineering precision and quality control rooted in its early history.

Marketing Strategies and Campaigns

Opel’s marketing often emphasized German engineering, reliability, and value for money. In Europe, slogans like “Wir leben Autos” (“We live cars”) reinforced the brand’s emotional connection to driving. In the U.S., Opel was marketed through Buick dealerships in the 1960s and 70s, with models like the Opel Kadett and Opel GT appealing to buyers seeking European style and efficiency.

U.S. Consumer Reception

Opel’s presence in the U.S. was limited but notable during the 1960s–70s. The Opel GT, in particular, drew attention for its sports car styling at an affordable price. However, by the late 1970s, rising costs and exchange rates made importing Opels less profitable, and GM phased out direct Opel sales in America. Today, Opel vehicles are not sold in the U.S., though some models have appeared under Buick branding.

First and Latest Models

  • First model: Opel’s first car was the Opel Patent Motor Car, System Lutzmann (1899).
  • Latest model (as of 2024): The Opel Astra Electric, a battery-powered hatchback aimed at Europe’s growing EV market.

Most Popular Model

Globally, the Opel Corsa has been Opel’s most popular model, selling millions since its debut in 1982. It became a staple in Europe thanks to its compact size, fuel efficiency, and affordability.

  • U.S. sales: Minimal direct sales, but its platform has been used in GM products sold in America.
  • Global sales: Over 14 million units cumulative by 2023.

Sales Figures

  • U.S. sales (peak years): In 1970, Opel sold approximately 100,000 vehicles in the U.S., mainly through Buick dealers.
  • Global sales (modern era): In 2022, Opel sold roughly 600,000 vehicles worldwide.

Milestones and Accomplishments

  • 1924: Introduced Germany’s first mass-produced car, the Laubfrosch.
  • 1935: First German carmaker to produce over 100,000 cars in a year.
  • 1968: Launched Opel GT sports car.
  • 1982: Won WRC Drivers’ Championship.
  • 2012: Celebrated 150 years in operation.
  • 2020: Introduced first fully electric Opel — the Corsa-e.

What Makes Opel Different

Opel’s combination of German engineering, affordability, and adaptability has kept it relevant. Its ability to navigate multiple ownership changes while maintaining a distinct identity is rare in the automotive world.

Current Status and Outlook

Today, Opel operates as part of Stellantis, the multinational auto conglomerate formed in 2021 from the merger of PSA Group and Fiat Chrysler Automobiles. Opel remains focused on electrification, aiming to become a fully electric brand in Europe by 2028. While the brand is absent from the U.S. market, its engineering and platforms influence vehicles sold globally under other Stellantis brands.

From an American perspective, Opel’s story is one of a European brand that intersected with U.S. automotive history through GM ownership, leaving a legacy of distinctive cars and motorsport achievements. Its resilience through economic crises, war, and corporate transitions stands as a testament to adaptability and industrial strength.

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