By on September 12, 2010

If cars have DNA, as it is being repeatedly claimed, then perception gap must be running in the family at GM. Now, Opel has admitted that they are afflicted by the syndrome. “I agree with you that the brand has great potential to be hipper and younger,” said Alain Visser, chief marketing officer of Opel in Automobilwoche [sub]. And they are trying real hard. They engaged German songstress Lena as an advertising icon. Not the “99 Luftballons” Nena. It#s a sound-alike, Lena Meyer-Landrut of dubious Eurovision fame. Further forays are imminent.  Says Visser: “After the music, we will occupy the themes of sport, art and science.”

Opel may even go racing.  They are looking “very hard” at a re-entry into the German Touring Car Championship (DTM). “Motor Sport and Opel go hand in hand like  the partners of a very long marriage,” said Visser.  Maybe that’s not the hipper and younger image he wants to project.

Opel indeed has an image problem in Germany. If someone says “I just bought an Opel,” the usual answer is: “Are you alright?”

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