OPEL DESIGN LEADING CHANGE

Transcription

1 4 June 2014 OPEL DESIGN LEADING CHANGE Mark Adams GME VP Design

2 EXCITING DESIGN IS AT THE CENTRE OF THE DRIVE! 2022 STRATEGY AGENDA. 2

3 OPEL BRAND DNA AGENDA. 3

4 EXCITING INSPIRING DESIGN ENGAGING DRIVE PRACTICAL INNOVATIONS 4

5 APPROACHABLE HONESTY STRAIGHTFORWA RD EMPATHY 5

6 GERMAN - OPEL IS THE EMOTIONAL GERMAN BRAND PRECISION EFFICIENCY DEPENDABILITY 6

7 EMOTIONAL GERMAN BRAND Sculptural Artistry means a flowing sculptural shape accented with crisp, defined lines to exude emotion, energy and true driving excitement. Emotional meets Together these elements achieve a beautifully crafted yet precise execution true to Opel s dynamic road presence. German precision Is the sophisticated level of engineering that demands attention to detail and exacting selection of materials Rational EMOTIONAL RATIONAL 7

8 SCULPTURAL ARTISTRY MEETS GERMAN PRECISION

9 SCULPTURAL ARTISTRY MEETS GERMAN PRECISION

10 SCULPTURAL ARTISTRY MEETS GERMAN PRECISION FUTURE VEHICLES 10

11 DESIGN 1.0 CYCLE Cycle 1.0 Insignia Concept Seed 11

12 DESIGN 1.0 CYCLE Cycle 1.0 Insignia Concept Seed Rebirth 12

13 DESIGN 1.0 CYCLE Cycle 1.0 Insignia Concept Seed Rebirth Reinforce

14 DESIGN 1.0 CYCLE Cycle 1.0 Insignia Concept Seed Rebirth Reinforce

15 DESIGN 1.0 CYCLE Cycle Insignia Concept Seed Rebirth Reinforce Brand Building

16 16 DESIGN 1.0 CYCLE

17 DESIGN 1.0 CYCLE PREMIUM QUALITY AND SOPHISTICATION 17

18 DESIGN 1.0 CYCLE PREMIUM QUALITY AND SOPHISTICATION 18 SPORTINESS

19 DESIGN 1.0 CYCLE PREMIUM QUALITY AND SOPHISTICATION FUN AND PERSONALISATION 19 SPORTINESS

20 DESIGN 1.0 CYCLE MOKKA: RECORD SALES: 240,000+ ORDERS PREMIUM QUALITY AND SOPHISTICATION FUN AND PERSONALISATION 20 SPORTINESS

21 21 EXCITING VEHICLE PORTFOLIO

22 BRAND DESIGN PHILOSOPHY & AESTHETICS SCULPTURAL ARTISTRY MEETS GERMAN PRECISION DYNAMIC EVOLUTION OF SCULPTURAL ARTISTRY MEETS GERMAN PRECISION Cycle 1.0 Cycle Insignia Concept Cycle REFINED BRAND ECO SYSTEM MORE FOCUS MORE RELEVANCE MORE DIFFERENTIATION Philosophy remains the same but the interpretation will evolve 2 2

23 BRAND DESIGN PHILOSOPHY & AESTHETICS SCULPTURAL ARTISTRY MEETS GERMAN PRECISION DYNAMIC EVOLUTION OF SCULPTURAL ARTISTRY MEETS GERMAN PRECISION Cycle 1.0 Cycle Insignia Concept IAA 2013 MONZA: Seed Cycle Cycle NG Vehicles 2 3

24 24 MONZA CONCEPT - VIDEO

25 25 MONZA CONCEPT EFFICIENT, VISIONARY, INSPIRING

26 26 MONZA CONCEPT - CONNECTED

27 ON STAR TO BE INTRODUCED IN SELECTED EUROPEAN MARKETS FROM G LTE CONNECTION MOBILE WI-FI HOTSPOT EMERGENECY SERVICES REMOTE LINK REMOTELY CONNECT TO CAR VIA SMART PHONE STOLEN VEHICLE ASSISTANCE ROADSIDE ASSISTANCE VEHICLE DIAGNOSTICS REMOTE SERVICES 27

28 28 ON STAR VIDEO

29 29 THIS IS OUR VISION

30 THIS IS OUR VISION EXCITING DESIGN 30

31 THIS IS OUR VISION! EXCITING DESIGN! RE-ESTABLISH OUR BRAND STRENGTH! 31

32 THIS IS OUR VISION! EXCITING DESIGN! RE-ESTABLISH OUR BRAND STRENGTH! A STRONG BUSINESS MODEL 32

33 INFLUENCE OF OPEL DESIGN ON BUICK INSIGNIA MOKKA ASTRA 33 REGAL ENCORE EXCELLE

34 RENEWED FOCUS ON COMMERCIAL VEHICLE BUSINESS NEW VIVARO STRONG PRODUCT INVESTMENT STRUCTURE CHANGE INCREASED SALES TO 150,000 UNITS BY

35 35 MINDSET CHANGE... CAMPAIGN IN GERMANY

36 01_29_3,56x2,52_Markenkampagne_Citylight-Boards_4erTeilung.indd :39 MINDSET CHANGE... CAMPAIGN IN GERMANY!"#$%&'!()$*%+,$-.//$/*&'+$ 0(%%1.))$%2*")"/3 "%$%"*$4"//,$"#$!.#$$ 4"(+%&'"#$ 5"*%+"#3!"#$%&'()*#'+$, 36

37 MINDSET CHANGE... CAMPAIGN IN GERMANY 18% OF ALL GERMANS DON T LIKE OLIVES. 60% OF THOSE HAVE NEVER TRIED ANY OLIVE. 37

38 38 MINDSET CHANGE TV ADVERTISING

39 39 MINDSET CHANGE TV ADVERTISING

40 40 OPEL HAS A RICH HERITAGE

41 41 50 YEARS OF OPEL DESIGN STUDIO

42 42 50 YEARS OF OPEL DESIGN STUDIO

43 43 PAST & FUTURE BOLD, EXCITING DESIGN

44 NEXT STEPS DRIVE! 2022! 27 NEW MODELS AND 17 NEW ENGINES (IN THE YEARS )! 8% MARKET SHARE IN EUROPE AND 10% IN GERMANY IN 2022! NUMBER 2 CAR MAKER IN EUROPE BY 2022 AGENDA. 44

45 45 THANK YOU

46 46 BACKUP

47 GERMAN - PRECISION We are a major German carmaker and German build quality is in our DNA since For our customers, that means vehicles that are dependable and sustainable. Above all, it means ownership of excellent quality at an appealing price. PRECISION Our attention to detail is a fundamental mindset. It drives our dedication to deliver high quality in everything we do. EFFICIENCY Our commitment to efficiency makes our vehicles inexpensive to run. It ensures we use resources responsibly. DEPENDABILITY We deliver durable cars with legendary reliability. Opel der Zuverlässige (Opel the reliable) is our oldest brand claim, but still holds true today. 47

48 EXCITING - HIGH QUALITY TECHNOLOGY Driving an Opel is a great way to start any day. Our customers are positive, life loving people and our innovations make their life even easier to love. Our products provide them with powerful and energizing experiences PRATICAL INNOVATIONS Opel is renowned for practical, market-leading innovations. We respond with user-friendly solutions to our customers real and everyday needs. ENGAGING DRIVE People love driving our cars. The agile handling and rock-steady ride. Whatever you do, you get a response on back roads or the freeway. Drivers are in control, passengers at ease. INSPIRING DESIGN An expressive gesture of energetic movement, precisely and compellingly contained with emotional appeal. Intelligent solutions, smartly designed. We turn heads and capture hearts on the street. 48

49 APPROACHABLE - EMOTIONAL DESIGN Opel is a people s car brand. We give customers of all backgrounds a respectful welcome. We respond with proactive care to their needs. And we build business partnerships like long-lasting friendships with integrity and trust. HONESTY Opel treats customers, colleagues and partners with fairness and integrity. We always act respectful and on eye level STRAIGHTFORWA RD In our dealings with people we are straightforward, simple and clear. This is the benchmark for everything we do. EMPATHY We treat other people as we like to be treated ourselves. We listen to our customers, we act and care accordingly. We love the people who love Opel and we let them know. 49

50 50 THE EXPERIMENTAL GT AT THE 1965 IAA.