Marketing Manager - Bridge Classic Cars
Stephen Norman had an extremely successful career in the automotive industry that spanned more than four decades.
After being MD for both Groupe Volkswagen France and Fiat France, Stephen was also MD of Vauxhall (as well as holding other influential positions). We were fortunate enough to ask Stephen some questions about the industry, his work, and classic cars.
You had a long and successful career in the automotive industry, how did it all start?
I was always interested in what we would call Mobility these days – bikes, then motor bikes then cars. At the same time, as a child I spent most weekends in my father’s offices in Walton-upon-Thames walking the corridors whilst he typed up his sales reports, with two fingers on a typewriter! I used to look into the Marketing Manager’s office at the point-of-sale material, thinking that that was better than typing reports. So, combining cars and marketing became an obvious choice and I stayed with it for 46 years and six months, virtually to the day! My first job was as a petrol pump attendant at Barnard Motors in Grayswood, Haslemere, a JRT sub-dealer of no fewer than three different BL dealers, one per franchise. No regrets since then, or very few indeed
You were MD of Vauxhall, what was it like leading a well-known car brand?
I had been MD of Groupe Volkswagen France and Fiat France before, so the job of MD was not daunting. But you are right, for a Brit to be given this opportunity to direct a 120-year-old British Brand was an honour and a privilege. Technically the Vauxhall team was the best I have worked with in my entire career, bar none, and I have worked in five global groups, and lived and worked in five countries. In terms of the dealer network, only in the UK do you find the same level of expertise although I did see similar in Germany at the end of my career. I do think that we underrate the retail car business in Great Britain, it is really incomparable.
Vauxhall is a great Brand, also underrated although it is changing now. Making high quality cars and vans for the man and woman in the street at a mainstream price is both essential and rewarding. I have no time for people with money to burn or to show, or both! To persuade someone to buy a Vauxhall instead of another Brand is at the heart of Marketing, and a measure of success and failure.
Where did your interest in cars come from?
From my Dad. He was also interested in planes, and we spent many hours on the perimeter track at Heathrow watching take-offs and landings on 28R! I can still remember the names of the propeller planes, mostly British in the 1960’s. Modern planes turn me cold. Look at an Airspeed Ambassador or an American Lockheed Constellation to see how design has deteriorated since then! When the VC10 came out we thought we had it made. And then you realise that there is more to it than being British and looking good! Motor bikes and cars followed the same path, as you know…
Are there any cars you are particularly fond of at the moment?
We all have our decades, I think. For me and cars it is the 1970’s. I have dipped in and out of classics since 1987 and having once sworn never ever to return, I now own an MGB, a TR6 and a v12 E-Type! But there are so many I like just as much. In fact, I think I prefer the unloved ones the most. Extreme example – I always wanted an Austin Champ with the Rolls-Royce engine. Or a Berkeley …. Not sure I could fit into a Berkeley today, or pay the petrol in a Champ.
What do you think the future has in store for the automotive industry?
Personal mobility requirements will ensure the stability in demand, if we look at decades at a time. Within decades, demand is cyclical. Depollution will drive the change to pure electric and then hydrogen. Technically Europe has to recover some supremacy over Asian countries if it is to retain production capacity and employment. This is even more true in Britain, where we gave up hope on volume production with the steady decline of British Leyland from the 1980’s. With some notable exceptions that are laudable – Nissan, JLR, Mini. But I fear for these too just now. Vauxhall is a pioneer in electric in the UK, something again that is often overlooked!
I think that we will go through a period of perhaps less passion in the personal expression of new-car motoring individuality and to compensate, no reason why the classic car sector cannot step up, subject to electrification too of course.
The retail sector has a massive transformation to do too, if the various Brands persist in basically badge-engineered underpinnings, that were so decried in the British Leyland days! What hypocrites we are!
How do you think this predicted future will impact car manufacturers like Vauxhall?
It is a good question and a tricky one! Vauxhall of Luton speaks to me, but I am 68 years old. For recent generations it speaks perhaps not less but differently. The Job in hand is to retain the British trick of just as good if not better, and British, with a customer service second to none.
Are you still involved in the automotive industry?
Over to the young generation now! I am a big believer in the young ones, my time is done. But I am often asked for advice. When I drive at night, I still test myself on my recognition of cars by their lights in my rear-view mirror or their rear lights ahead. But for the first time in my life, I see new cars on the road in daytime that I don’t recognise, as I don’t follow the new car press. No regrets there either! I saw a Kia the other day and mistook it for a breezeblock.
What advice would you give to someone who wants to work in the automotive industry?
It’s cumbersome and not very agile, but a great place to be. You only have to look through the window or step out of the door and your products, or those of your competitors are in front of your eyes! When you succeed, you see yours, when you fail, you don’t. No hiding! Maximum stress, maximum passion. Make your choice! But be careful, I have three stents on-board already!
You have had several classic cars, what do they have that modern cars don’t?
Character and unreliability. When you go out you pray that you get back on the road, not on a trailer.
Do you have any car-related plans for the future?
I will do a couple of Jaguar tourist rallies and road trips this year. After that just keeping three 1970’s ex-BL cars on the road is virtually a full-time job! But I love it, and them! If some kind benefactor proposes me a concours Champ and or a concours Berkeley, I will take the plunge!
Enjoyed Talking Classics With Stephen Norman?
Take a look at the entire Talking Classics series for more interviews with other influential people.
