Opel gaining headway in casting away tarnished image in Germany

Article by Christian A., on November 29, 2014

Opel’s bid to throw away its sluggish image in Germany is finally working, so says marketing chief Tina Mueller. No thanks to bad publicity brought by job cuts and the shutdown of its Bochum site, Opel has seen its brand image dive down. But Opel is now capturing back the hearts of German consumers thanks to a major marketing campaign as well as new models like the Adam minicar and Mokka SUV.

She remarked that while bad publicity over job cuts failed to affect the brand in other markets in Europe, owning an Opel car in Germany had become a social stigma. She also partly attributed the growing dislike for Opel vehicles to an aging product lineup in the past.

She remarked that the Opel brand became “an invisible wall in the heads of customers,” with people saying that while the car is super, they wouldn’t drive an Opel. To patch up Opel’s tattered brand image, Mueller launched a marketing campaign called “Umparken im Kopf,” which roughly means “change parking spots in your head.”

The campaign initially did not mention Opel and only aimed to generate interest by challenging preconceived notions and prejudices. Later, Open Opel took credit for the campaign and started using it as a slogan to position itself as a challenger to the status quo.

In fact, its Insignia advertising was considered a success although initial spots did not mention the model at all. Opel also tapped Juergen Klopp, trainer of football club Borussia Dortmund, as a brand ambassador.

He appeared in one of the spots for the Insignia, in which an airline stewardess found a set of dropped Opel keys near the division between the business class and the economy class.

She then assumed that the keys belong to an economy passenger, but was so surprised when Klopp came from behind the business class curtain to claim them. Muelller said that they managed to post a 35-percent jump in sales of the Insignias since relaunch.

If you liked the article, share on:

Topics: opel, germany

Comments

Recommended

November 17 is considered a very special day for Tesla, as this is the day that they revealed the highly anticipated Tesla Semi. But Elon Musk did not think the...
by - November 17, 2017
More details have emerged about the new sixth generation of the BMW M3 just as the German premium practically announced the end of the current-gen 3 Series with the unveiling...
by - November 17, 2017
All is set for Volkswagen’s plans to enter the electric vehicle game, as prompted by the so-called Dieselgate scandal. In fact, the German carmaker has already made a commitment to...
by - November 17, 2017
As BMW has already revealed, the next generation of the BMW M5 (F90) is a four-wheel drive high-performance sedan with overwhelming power output and torque at its disposal. However, it...
by - November 17, 2017
McLaren unveiled a one-off Gold - on - Black 720S at the 2017 Dubai Motor Show which will be on display throughout the entire stretch of this week’s event. The...
by - November 16, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries