Opel to Work on Brand Identity with New Showroom Standards

Opel is a recovering brand and, as part of the company's efforts to expand into new markets and get back in the elite of the automotive industry, the Germans are planning to set new dealer standards. The main reason for this decision is the company's need for a stronger brand identity and, while chief executives claim they aren't planning to set a separate dealership network for Opel, they intend to set the German marque apart from the rest of the brands in multi-brand dealerships.

Alain Visser, Opel/Vauxhall's head of sales and marketing, said in a statement that new dealership contracts will come into effect in June 2013, a report by Automobilwoche informs, with the German brand aiming to sketch an uniform corporate identity, a clear signaling of brand emblems, separate sales areas and special training for sales employees.

"For example, we no longer want to see the Opel lightning bolt below another brand," Visser told Automobilwoche. "It's not our style to establish a single Opel network. We also continue to support the multiple brand dealerships. We won't overburden our dealers," Visser added. "But June 2013 will ultimately be the date."

In the meantime, Opel is also working on its plans to launch into China and in Australia, where it will begin sales as soon as early 2012. Company bosses are already working on dealership contracts in the two regions, with the Insignia and the Astra to serve as the two models that will drive the company forward in the two new markets.