What is it?
Vauxhall has taken a long look at the sales success, profit potential and showroom durability of the current crop of sub-superminis – led by the Mini and Fiat 500 – and decided it badly needs a slice of the action to spruce up its small-car range and boost its bottom line.
The result is its chic new Adam, a 3.7-metre-long three-door hatchback that splits the difference between premium and mainstream, takes to the road this week and is expected in UK showrooms next March. Unlike the Mini and 500, however, it has no connection with the past. While working on the idea, Vauxhall rapidly recognised its immediate difficulty was that it lacked an iconic car from a bygone era that could provide the convenient Mini-style heritage to help justify higher prices.
Marketing men therefore decided on a three-pronged strategy to compensate. The first was to choose an off-the-wall name that would be easily remembered and would provide ‘cut-through’ in the market segment. The second was to pitch the car as all-modern, in contrast to its rivals. “Adam bucks the trend for retro-based design,” says the new Vauxhall’s launch document, “offering a fresh, bold, striking look.”
Read our review of the low-power Vauxhall Adam
Third, it decided to give the Adam new levels of configurability. Within three fairly similar-priced trim levels – £11,255 Jam, £12,650 Glam and £13,150 Slam – the number of décor and option combinations for the Adam is “almost limitless”. For wheels alone, for example, buyers have a choice of 20 sizes and styles. There are also 12 body colours, three different interior treatments and an enormous selection of interior accents, headliners, mirror caps and even Extreme packs – simulated paint blots on mirrors and runs at the bottom of pillars.
Throw in an Urban pack (LEDs and chrome bits), a Style pack (coloured roof and shiny alloys) and a Technical Pack (connectivity and rear parking sensors) and you’ve got as much individuality as most buyers could ever dream of. Some say there are more than a million variables, but no one is counting.
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Stupid name, unappealing box.
About as desirable as week old porridge.
Are Jam and Slam suitable names to give a vehicle that might be involved in them? Might as well call it 'stationary' or 'impact'. 'No Va' was also a great success in the Spanish speaking world!
Never trusted these reviews
When it comes to choosing my car I don't trust what I read (sorry Steve). Quite often they are biased by company incentives to the magazine, or to the test driver and his personal preference on specific brands. Half the negatives spotted above I have experienced in the Mini which continues to be the ultimate until now. So unless I drive the little peculiarly named Adam I won't know. It definitely looks cute and judging by Opel/Vauxhall momentum on worthwhile new cars the last few years I will give it the benefit of the doubt.
Never trust these reviews?
Altough I think there is a point here, Autocar is not nearly as bad (or possibly as blatant) as some magazines that could be mentioned.
One point which has only been touched upon is that this is a city car rather than a supermini and thus is less in competition with A.1/DS3/MiTo than with 500/C1/Up. With this in mind it does seem rather expensive. It is not really a full four seater which is what led someone I know to select a DS3 over a 500 or a Mini. She needs space to accomodate her grandchild in her seat, the little girl's parents and a day's shopping. Similarly I read an account by someone who selected a secondhand DS3 over a new 500. In her case delete one adult and add one large dog!
The Adam would suffice to carry one or two people around in towns or suburbia.
Name
The Adam name isn't too bad in itself, it's the trim and paint colours which turn it silly. Which man would want an 'Adam Glam' or ask for a 'Adam Slam' in 'White My Fire'? admittedly it's worked for Fiat having a female aimed car in the 500, but that cars a good £2000 cheaper and for young buyers with high insurance, that means a huge amount. I'm 24, looking for my next car when my C2 decides it wants to leave me, so this car should be pitched at my age group but it just leaves me cold. Nice interior, not bad to look at either, but I don't desire to own one, like I looked at the Up! the day my local dealership got one. Think the 2 new corsa's have put me off owning a Vauxhall.