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Next month General Motors will next month launch a campaign to restore confidence in its European Opel brand, which was damaged during the lengthy talks with governments and workers about restructuring and state aid.

The program will include incentives for new and existing customers of Opel, the US carmaker’s European brand that trades in the UK as Vauxhall, and focus on Germany, where it has its headquarters and where the brand’s image has suffered the most.

Nick Reilly, president of GM Europe, said on Friday: “We have to get more people putting Opel on their consideration list, particularly in Germany, but everywhere.” He said that GM was planning a “confidence campaign” aimed at bringing buyers back to the brand from next month, but declined to give details as he did not want to make them known to competitors.

A person briefed on GM’s plans, who asked not to be named, said the measures would include a “loyalty bonus” for customers who traded in their old Opel for a new one. The incentive for some models could be as high as Germany’s former state-sponsored scrappage incentive, which awarded drivers €2,500 (US$3,092).—Paul A. Ebeling, Jnr. www.livetradingnews.com



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