Opel, which is in the midst of returning to profitability, is so far succeeding in improving its image in the minds of consumers. Opel marketing chief Tina Mueller told Automotive News new marketing techniques and improved products have resulted in good publicity for the brand in its home market of Germany.
Last year, Opel’s image was damaged in Germany over job losses and the closure of its Bochum plant. An aging product lineup also sparked negative feelings toward the brand, so much so that owning an Opel had become a social stigma, Mueller said. Now, quirky and creative marketing campaigns and products like the Adam and Mokka have resulted in improved public perception.
One of Mueller’s first ventures as Opel CMO was fixing the brand’s image through a marketing campaign called “Umparken im Kopf,” which translates to “change parking spots in your head.” The ads had no association with Opel, which challenged viewers’ notions and perceptions when the brand later took credit for them.
One of these ads featured German soccer trainer Juergen Klopp. An air stewardess finds a dropped pair of Opel keys and, stereotyping, looks for the owner in economy class, but is later surprised to find out they belong to Klopp. Mueller said they sold “35 percent more Insignias,” since the marketing re-launch.
Mueller acknowledges the company still has a “way to go” but with sales up 6 percent in Germany to 185,740 units in the first ten months of 2014, she says the brand is “confident” it’s moving in the right direction.
Comments
how to fix brand image? or what broblem is this brand image ?
every car manufacturer who wants to be successful in pressing for a lot of work to do, and to offer the best product in the world. so is every car manufacturer. every car manufacturer has its lovers and haters. Yes, we say that Opel was a difficult time, and may have a difficult time today. Different car manufacturers have been told different stories, different times and by different people. some of the stories about the people and the other is in real life. the real things in life are sometimes the opposite of stories told and sometimes very sad. tõsisesed technical problems such as corrosion problems and also very in expensive car manufacturers that are completely absurd that in real life encounters.
For example, BUICK. I’m kinda just recently begun to pay serious attention to the whole GM company. And here I am, and I’ve seen BUICK attitude to old people’s car. And some of those people who is talking all the time as one of the cars of all what is not. Self drive their cars, think of some young people. I call these stories market. Unfortunately, these stories affect sales but it’s a complicated issue. Who knows maybe these different stories to be a car enthusiast. I’m a car enthusiast, and I know that the car in the world is that the stories told. Generally, these stories are not talking about myself, and I have owned a variety of cars. My heart belongs to the GM OPEL.
The important thing is that the car manufacturers have to provide the best product in the world. People who speak what he wants but the car manufacturer has to provide the best product in the world. If the products are the best in the world you may be less disputation. Everyone wants to be the best and it is very difficult. But if a car manufacturer wants to be successful, he must also work hard. Become lazy if you do not eat.
OPEL on, I would say that what I think. OPEL should now act quickly. OPEL, it seems to me, now slowly doing. Even with the recent advent of new sales models, and these models to negotiate an immediate market.
parts of my country say that every car will once Opel. This is what the main components are saying. also states that a rusting away as Opel. these are the basic teasing phrases.
But in reality, this is usually not true. But these things have been in the habit of some, however, it becomes all the time. in real situations often than others, and these topics are then compared with the very different things. for example, comparing very different figures on the same machines but if you compare the numbers of machines it can be even better Opel. I will say that Opel is rusting even less than some of the other newer cars. I’ve seen a lot of cars in my life. I put here the pictures of how a car is rusting or ruptures. and when people see the real things such disputes it usually ends in a dispute, and no cars or people are going to defend ourselves.
But okay, people still defend it as love. This, of course, when talking about the other cars on the ugly evil or stupid. All are certainly problems. However, people who like to talk bad about other cars is strange for me. not happy with this car than what you have or what you, love.
Funny comedy
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