As Opel transitions out of General Motors ownership, the brand has made some big changes. Foremost, Karl-Thomas Neumann is out as CEO, and with his departure comes fresh branding and a shift in how Opel approaches the market.
Opel won’t simply be a car brand, it aspires to become a mobility solution for European buyers. That’s reflected in its new motto: “The future is everyone’s.” The slogan is meant to represent Opel’s history of democratizing technologies and innovation and bringing the future to the masses.
“The new claim ‘The future is everyone’s’ has its source in Opel’s soul. It is a commitment, approach and an obligation – and thus a lot more than a simple product promise,” said Opel CMO Tina Müller. “The brand is a pioneer in democratizing innovations. We have always made premium technologies available to a broad audience. The new claim bridges the gap between Opel’s history and the brand’s future program. That is what drives us and that is what the Opel brand stands for,” she added.
With the announcement, Opel also debuted an updated logo. It’s subtle, but the blitz is now referred to as a wheel and lightning combination and is meant to represent clarity and modernity.
Some parts of Opel’s future are still unclear as it trades hands, but one thing seems certain: Opel is taking a future-forward approach under PSA’s leadership.