Opel And Vauxhall Want To Improve Their Image
|   Wednesday, January 28, 2015
Opel and Vauxhall promise a strong marketing offensive to change the public perception of the two brands. The Germans want to bring the brand image to the quality product level.

Opel will seek to improve its image in the European market in the next period, the same way Vauxhall, the British division of the manufacturer of Russelsheim, will do too. The announcement comes even from official sources Tim Tozer, Vauxhall managing director, and Mark Adams, Opel-Vauxhall chief designer.


The latter claims that the company's products have reached a high level of satisfaction and are highly competitive. However, the public perception is far behind and Vauxhall in particular has lots of catching up.

"With Vauxhall, we have to get the brand image back. We lost it in the '90s, but now there's a consistency to the product. My mid-term Utopia is to equal brand image with product, and it's the same with Opel" said Adams.

Opel has also faced "prejudice" in Germany, said Tozer, while Vauxhall's main issue is "an ambivalence problem, but the design language is coming together, and from that platform, we have to strike resonance with the United Kingdom market".

Opel-Vauxhall chief designer, Mark Adams has not excluded the idea of a symbol car. But this situation will not arrive soon. "We have had to do the core cars first then the more interesting ones, and we have had to get sustainably profitable. So this sort of car is not right now, it's not next year, but it could happen in the future."
The Executive Director at Vauxhall, Tim Tozer, emphasized the statement of the chief designer, Mark Adams "To get to a point where we can do more tangential stuff, we need the 80 percent foundation before we can play with the 20 percent above."

Rehabilitation of the Vauxhall brand in the United Kingdom will involve reporting of local public requirements and adaptation of British marketing policies. That means Vauxhall will not copy Opel advertising changing only the logo. This is precisely why Tozer is looking for a new marketing director, able to provide a creative brand message.

"Vauxhall is a part of the fabric of Britain. From now on, we won't be cut and pasting Opel ads."
Also the conviction Opel chief, Dr. Karl Thomas Neumann, has in the future of the Opel brand is pretty much based y on the fact that it is part of General Motors, so Opel has economies of scale advantage and access to GM parts. However, another crucial direction to follow is regaining public opinion perception, expansion into new markets as well as and better financial components management.

Dr. Neumann said the new models, Mokka and Adam, are good examples of entering on new markets and attracting new customers.
"[The Mokka's] success came from entering a new segment. It's a brand ambassador because it's getting new customers into Vauxhall/Opel stores." The Adam succeeded in attracting young people as buyers, often female.

"We are not premium, we are in the middle of society, not cheap but affordable, something which you really want but you can also get," said Neumann.
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