If you haven’t heard of Valentino “Vale” Rossi, then you most likely will in the near future (at least here on GM Authority), since the multiple MotoGP World Champion has been selected as the brand ambassador for Opel’s new Adam city car in Italy.
The campaign starring Vale will run across traditional and digital media channels ranging from TV commercials to press, promotions and social media with a focus on the common qualities of the car and the biker: personality, creativity, energy, and highest precision. And according to Opel, Adam shares the same characteristics as Vale, including the “bold, unconventional and absolutely unique” look.
“Valentino Rossi is the perfect ADAM ambassador: easy-going, fun and slightly irreverent, always on the move – just like our Opel ADAM. At the same time, he is extremely rigorous, careful, requires and acts with maximum precision, the same as the German engineering which is the core value of all our cars,” says Roberto Matteucci, Managing Director of Opel Italia. “Choosing Valentino Rossi for ADAM is a clear sign of our desire and commitment to draft a new personality for our cars, while keeping our focus on German engineering precision,” said Matteucci.
Rossi had the following to say about the Adam: “I was immediately convinced by the Opel ADAM, and not just because of its design, accessories and technology. I think its individualization potential with thousands of variations is just fantastic. I don’t know the exact number of all of them, but there are certainly more than enough for everyone to create their perfect ADAM.”
Aren’t you just chomping at the bits to see the fruits of this ad campaign?
Comments
Dose this hint that GM may be considering buying or starting up a motorcycle subsidiary as a sideline to its car divisions.
Both Vauxhall & Opel have made bikes in the 1920’s (not the same bikes btw) with the Chinese & Indian markets booming for cars & bikes at the moment & with CAFE legislation in USA the motorcycle market could be a good move.
You know @V8 Jon, I’ve often wondered about this myself. Specifically, does GM consider itself an automaker, or a transportation company? If it’s the former, then there are quite a few dangers related to pursuing a single kind of transportation.
But if it’s the latter, then GM could theoretically enter new transportation markets, such as motor bikes, busses/public transportation, and maybe even bicycles (for transportation, rather than recreation). Making busses is something we’ve recommended here before:
http://gmauthority.com/blog/2012/12/should-gm-re-enter-the-bus-business/
That said, I don’t think the signing of Vale is indicative of Opel’s/GM’s plans to move into motorcycles. I think they’re simply trying to capitalize on whatever following/branding is associated with him, nothing more, nothing less.
Yes it would be nice for GM to get back into trucks & buses again (GMC, Chevrolet & a return of Bedford). With regard motorcycles and yes historically it’s a market GM hasn’t bothered with, however it’s chineese partners (not sure but I think one of maybe both make bikes & cars) & European partner Peugoet makes scooters also other car company’s own motorcycle company’s too.
See http://opelspace.com/Adam-Casting/ And click around after the video has ended
http://gmauthority.com/blog/2012/02/opel-rad-e-bicycle-puts-twist-on-two-wheeled-propulsion/
Find the material about showing the “Rad e” concept at the 2012 Geneva motor show: http://gmauthority.com/blog/2012/02/opel-rad-e-bicycle-puts-twist-on-two-wheeled-propulsion/
This includes a photo gallery and a video
AS you will know, Opel had built bicicles before launching motor vehicles, and before that, sewing machines. Search on Youtube for “The first Opel”.
A lot of car manufactures seem to have taken a interest in pedal bikes over the last decade or so, a motorcycle would be the next step along. By ether buying up an established brand or launching their own (Vauxhall/Opel/Buick etc) or even (VXR/OPC/SS/HSV).
Big bikes 600, 1000 etc like cars is where the most money is, these markets are competitive which makes me wonder with sales up in the smaller bike market due to booming markets such as china, India & others could a GM small (50 to 400cc) scooter / motorcycle be a foot in the market place ether by badging up PSA or Chinese good quality bike or doing their own.
Back to cars & the Adam seems to be complementing the Agila & Corsa very well, a VXR & Convertible as well as a 1.0 SRi turbo have been muted & having seen the Adam myself out on the road it looks the mature upmarket car it’s maker has promised.
As a long time two (and four) wheeled race fan I can say Rossi is just plane sick with talent on a MotoGP bike.
That is why Ferrari is trying to get their hands on him when he is done on the bikes, notice that the track is wet.
Signing Rossi to promote a product is just smart business, he’s a winner and a respectable professional, as far as GM’s interest in bikes (bicycles) are concerned one would think this has been going on for quite some time!
http://www.chevybike.com/
Here’s one of my favorite Chevy bikes
http://farm4.static.flickr.com/3349/3437161214_6ba346ee70.jpg
With regard to the Chevy bike, many car manufactures over the last decade or so have decided to have pedal bikes as a sideline & sold them alongside their car range, from budget brands to supercar brands. However as yet none have filled the gap between pedal bikes & cars (the motorcycle) & produced a motorcycle.
Besides cars and vans, Peugeot makes bicycles and scooters. From 1992 to 2004, Peugeot branded bicycles were produced not by Peugeot themselves, but by the Spanish company HB (Beistegui Hermanos, who then created “Cycleurope”). In 2004, the licence to use the Peugeot name ended, and Peugeot restarted to produce bicycles themselves.
I do not know, if Peugeot currently produces motorbikes, but certainly motor-scooters. Scooters are very popular in the Paris region, as they allow to bypass the trafic jams…
See http://www.peugeot.com/en/products-services and click around.
Coming back to the topic of this thread, the Opel Adam can be ordered with the “Bikeflex” bicycle carrier which is implemented as a drawer in the rear bumper, normally hidden under the trunk, but which can carry two bikes when drawn out.
The “bikeflex” of the Zafira can carry, I believe, 4 bikes.
If GM was to go into the motorcycle market GM would need influential & successful people in this field such as Vale in order to guarantee success.
I think they do/did a 125 motorcycle however like their cars & vans they are not considered the best or desirable, as for their scooters I don’t know where their reputation stands as to how good/bad they are.