New Germanness: Opel brand repositioned for the future

The Opel car manufacturer currently has many construction sites: permanent stress with the company committee, bad mood of the work force, poor results of the tests and in addition to the fall of the sales . To get out of this downward spiral, Michael Lohscheller, CEO of Opel, gave his brand vision with lightning – in an inimitable marketing language. Loop, dear readers, you will be surprised. We quote the communication below.

Lohscheller wants to see the values ​​that should represent the traditional brand in a new concept car that is currently being developed in the Opel design studio and will be presented to the public later in the year. What the former Opel CFO and current PSA Group Director, Carlos Tavares, describes as follows: "German, accessible, exciting: these three brand values ​​are in the DNA of all models and determine the action at Opel – today and tomorrow. "In order to refine the profile of the brand, the design team focuses on the term" german "and l & # 39; 39, has developed into a "new Germany". As a result, "New Germanness" means that Opel does not rely solely on traditional German values ​​such as engineering, technical innovation and quality, but also turns out to be "cosmopolitan, free and human. "

The design boss of Opel Mark Adams will implement: "brave and clear". "Opel's design is emotional, sculptural and self-confident.We create exciting shapes that stand out from the crowd," says Adams in formulating his mission to sharpen the brand's profile, including his face. current is the star of Liverpool football, Jürgen Klopp.The latest study of the design center of Rüsselsheim – the very famous GT Concept – embodies these key features

On this basis, the future face of Opel will be developed. Adams explains, "The front view of the future Opel models is determined by two prominent axles that intersect in the brand's emblem.Lightning moves more than ever in the optical center.The characteristic folds on the hood still appear more prominently in the future and represent the vertical axis.The wing-shaped graphics typical of daytime running lights, which will also play an important role in all future Opel models, presents itself as an axis horizo ntal in space. "