‘The worst thing is when [consumers] don’t feel anything about your brand’ and added that Vauxhall was ‘remembering what we are and that is a great mainstream brand’. With the new influx of Chinese brands often occupying the more value-focused end of the market, Auliar said ‘I don’t always want to be the cheapest.’ ‘As a mainstream brand, we have to be competitive. It’s about making things simple for consumers – simplicity I think is really, really important.’ Auliar added that there’s ‘not a one size fits all solution’ to what setup works for a particular driver.