Opel, the (still?) unwanted GM child, will make full use of the fact that the show to be held in its home country and, according to a report by Reuters, will unveil the new image campaign at the event.
Inspired by the yellow T-shirts which read "We are Opel," worn by the displeased Opel workers, the company's marketing department came up with the new slogan, to replace the current "Discover Opel": "Opel - We Live Cars," to be run in German (Wir leben Autos). According to Financial Times Deutschland, the flash in the middle of the Opel logo will be maintained, but drawn in three dimensions.
"The inspiration came from the employees," Alain Visser, GM Europe vice president in charge of Opel was quoted as saying by Autobild. "The relaunch of the Opel brand is not just an ownership issue, but also one of product. It's the perfect time for a new identity."
The switch in marketing strategy is seen by some as a new weapon for GM to use it what seems to be its newest goal: keeping Opel. As Visser says, without GM, there is no Opel. And without a new image, the new owner, if any, would not do much.
"Without the synergies from a major company like GM, Opel would not exist. But we think Opel would be helped by a more independent positioning of the brand, regardless of who the shareholder will eventually be."
autoevolution will be attending the 2009 Frankfurt Auto Show, so stay tuned for some real up close and personal shots of the vehicles, as well as for first-hand details of the motorized contraptions.