Opel wants to improve dealers standards in order to boost brand’s identity

Article by Christian Andrei, on March 10, 2011

The showrooms of Opel/Vauxhall will be getting a makeover to meet the new standards that were established to boost the brand’s identity. The subsidiary of General Motors Co. aims to raise brand value and position the marque more exclusively within multi-brand dealerships. Opel, in recent years, has positioned its Astra, Insignia and Meriva models upmarket.

Opel/Vauxhall’s head of sales and marketing, Alain Visser, said that in June 2013, new dealer contracts will come into effect.

The goal of these agreements is to strengthen the Opel marque, says Autonews. Opel/Vauxhall foresees a uniform corporate identity, sales areas that are separate from non-Opel brands, a clear signaling of brand emblems and special training for all sales persons.

Visser told Automobilwoche, a sister publication to Automotive News Europe, that the company no longer wants to see the Opel lightning bolt below another marque.

He added that there is no plan to take the Opel brand out of multiple brand dealers. Visser said that, in the long run, there won't be room for dealers who don't carry out the new strategy.

According to an insider, several dealers are already calculating their claims for compensation in anticipation of what could happen.

Topics: opel, dealer

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