Automotive News Europe - March 2, 2009 - 26

PAGE 26 · www.autonewseurope.com March 2 , 2009 Opel hopes for birthday boost Automaker’s 110 campaign provides big discounts, promotes brand’s successes John Revill Automotive News Europe General Motors’ Opel brand has launched a marketing campaign to celebrate 110 years of innovation at the automaker. The 110 campaign is intended to boost sales of Opel in its German home market, where its sales fell 9.5 percent last year to 258,274 units. The initiative could be extended to other European markets later to protect Opel sales during what is expected to be a tough year, said Alain Visser, GM’s new vice president of Opel. “I am a strong believer we should use our past to build our future, although we are not just looking to the past,” Visser told Automotive News Europe. “We want to celebrate 110 years of innovation at Opel and raise awareness about our brand.” Opel is one of the oldest carmaking companies in the world. Founded in Rüsselsheim, near Memorable moments Recent Opel innovations 2009 Premiere of Ampera extendedrange plug-in hybrid. 2003 Astra 1.7-liter diesel 1st to meet Euro 4 emissions rules 1995 Corsa Eco 3 1st car to achieve fuel use of 3 liters per 100km 1989 Three-way catalytic converter becomes standard in all models Frankfurt, in 1862 by Adam Opel it originally made sewing machines and bicycles, before producing its first car – the Opel Patent Motor Car, System Lutzmann in 1899. “That gives us a strong heritage – something we want to use more,” Visser said. Opel Vice President Alain Visser says a successful past is key to the brand’s future. A present for customers To mark the anniversary, Opel has restructured its trim levels for its volume models – the Corsa small car, Meriva small minivan, Zafira medium minivan and Astra lower-medium car. Prices for the entry trim level – Selection – will have been reduced and temporarily renamed Selection 110 Years. For example, the Selection 110 Years version of the Zafira costs ¤17,490, down from ¤19,990. Other models come with additional features. For example the Selection 110 Years version of the Astra includes a radio, CD player and air conditioning. To get those features the customer would normally have to pay ¤420. The top level Cosmo and Innovation trim lines are now called In- Opel is showcasing novation 110 its contributions to auto technology. Years. Customers can get extra features such as adaptive forward lighting and 16-inch aluminum wheels. Those features, combined with reduced prices and 1.99 percent financing, provide the customer a price advantage of up to ¤2,925. Opel, which was the first car company to equip all its cars with catalytic converters, will unveil its extended range electrical vehicle – the Ampera – at the Geneva auto show this month. Moving upmarket Last year, GM Europe President Carl-Peter Forster said GM will try to move Opel slightly upmarket by emphasizing design and engineering superiority based on traditional German manufacturing attributes. “Opel is about democratic technology,” said Opel spokesman Patrick Munsch. “The AFL and Opel eye camera is about bringing the latest technology to the customer and enabling them to access it in an affordable way.” The Opel Eye – which reads speed limit and no-passing signs and displays them on the instrument panel – is a feature that normally appears on premium cars, Munsch said. Visser hopes the 110 Campaign, along with newer products such as the Insignia upper-medium car, can improve Opel’s brand image. “We believe our products are better than our reputation,” said Visser. “We have to be realistic about the market situation. During 2009, we can improve our brand perception, and we can improve our market ANE share during 2010.”

http://www.autonewseurope.com http://www.motorshow.or.kr http://www.motorshow.or.kr

Automotive News Europe - March 2, 2009

Table of Contents for the Digital Edition of Automotive News Europe - March 2, 2009