Opel is launching its largest marketing campaign in Europe

Article by Christian A., on March 11, 2014

In past years, General Motors’s attention in Europe was divided between Chevrolet as the mainstream brand and Opel as a premium marque. That didn’t help Opel recover its former spark and failed to stop a 14-year decline in market share. Now that GM has dropped Chevrolet in Europe and has focused on Opel, the European brand will have another try on getting back its lost glory.

Opel is now launching a new marketing campaign -- its largest ever -- in Germany, where local rival Volkswagen is outselling it by more than 3 to 1. The marketing campaign -- "Umparken im Kopf" -- asks consumers to "unpark" their pre-conceived notions about Opel. For instance, a billboard ad jokes that 90 percent of men think that red-haired women are more exciting, although 68 percent of them have never met one.

GM considers propping up Opel's image as crucial that is why it is investing $5.2 billion into its European turnaround program through 2022. GM is targeting aims to halt its financial bleeding in Europe by 2016.

According to Tim Urquhart, a senior analyst for IHS Automotive, Opel falls into a "midmarket morass" of several brands – like Peugeot and Citroen -- clashing for market share. "It'll take inspired leadership and solid products to get Opel back on track," Urquhart remarked. Opel’s marketing campaign will be spearheaded by its chief marketing officer, Tina Mueller. [source: automotive news - sub. required]

If you liked the article, share on:

Topics: opel, europe, advertising

Comments

Recommended

We’re willing to bet that the Bentley Bentayga is not the first thing that comes to mind for most people who are into off-roading and outdoor activities. It just doesn’t...
by - November 23, 2017
The other day, it was confirmed that Volvo will finally bring the XC40 to US soil, where it will first make an appearance at the 2017 Los Angeles Auto Show....
by - November 23, 2017
There is no question that the new BMW M5 (F90) high performance sports sedan is more powerful, faster and more enticing than the previous model. But for interested customers in...
by - November 23, 2017
Following the Tesla Roadster’s electrifying revelation on Thursday, Musk’s highly ambitious goals have skyrocketed when he tweeted about his future plans for the new sports car. Well, kind of. The...
by - November 23, 2017
Earlier in November at the 2017 SEMA Show in Vegas is when Hennessey unwrapped the Venom F5 to all of us. But it was actually first introduced as a concept...
by - November 22, 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