According to a company executive of General Motors European division, Opel has started being successful in regaining a positive brand image in its home market of Germany.
According to the marquee’s marketing boss Tina Mueller, the money-losing automaker was affected in Germany by the news surrounding job cuts and the closure of the company’s Bochum assembly facility. Following a powerful marketing campaign and the introduction of new models such as the Adam minicar and Mokka small SUV, Opel is regaining its customer base as buyers show again confidence in the brand.
“Last autumn more people thought Opel as a brand was on its way down than on its way up, that has now changed thanks to the new models and with our new image campaigns,” Mueller said. The official said the bad publicity that followed the job losses was not impacting the Opel brand in other European markets –though in Germany, the largest auto market in the region – owning a car from the brand was akin to a social stigma. “The brand became an invisible wall in the heads of customers, people that said the car is super but I wouldn’t drive an Opel,” she added. The revival is spearheaded in the near future by the launch of the upcoming new Karl model and a new generation of the iconic Astra compact car.
Via Automotive News Europe