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

It has already been months since Czech carmaker Skoda unveiled the comprehensively refreshed – both in terms of design and engineering -- Fabia hatchback. Now, the car company will be...
by - November 14, 2018
After VIN registrations revealed months ago that Porsche was planning a new 718 Cayman T, new details have surfaced that about the hardcore model. According to a report by Auto...
by - November 14, 2018
After confirming in 2017 that its midsize pickup would be coming back to the United States, Ford took the wraps off the 2019 Ranger early last year. It featured an...
by - November 14, 2018
In case you missed it, Ferrari is joining the world of crossovers. As SUV and crossovers continue to rule the demand in the automotive world, the Italian sports car maker...
by - November 13, 2018
McLaren has already commenced the production of the McLaren Senna sports car this year. On the other hand, Aston Martin will start building the much-anticipated Aston Martin Valkyrie hypercar in...
by - November 13, 2018