10.8.2001
Opel Enhances its Internet Offer in Germany

Opel will continue offering cars on the Internet in Germany. The pilot project "Opel Webk@uf" was launched in March 2001. After five months, the company gained valuable experiences in Internet based vehicle sales. Currently, customers can choose between six vehicles, which can be ordered through the Internet. As of fall 2001, the Opel Web offer will be extended to include further special edition vehicles.

In cooperation with Opel dealers, the company sold 670 new vehicles during the pilot phase of "Opel Webk@auf": 70 vehicles were ordered directly through Internet and further 600 sales were initiated through the project.

Thanks to the success of "Opel Webk@auf", hits on the Opel's web site www.opel.de as well as use of the vehicle configurator - an application to specify vehicles - increased considerably. In the first six months of 2001, the number of sales initiated through the Internet has doubled compared to the same period in 2000.

"The number of sales through the Internet is only part of the project," says Andrej Barcak, Sales Director of Adam Opel AG. "Our main goal is to test customer and dealer acceptance of Internet sales and improve our Internet sales processes."

As assessed by intensive market research, foremost young and open-minded consumers use the Internet. Customers and dealers showed a high level of satisfaction with the pilot project and the smooth interaction between customer, Internet sales advisor and dealer.

The learnings from the pilot project proved to the company that Opel is on the right track with its Internet strategy. For Opel, the Internet is a highly important communications tool and the company is steadily investigating all possibilities of extending its use. As part of a long-term partnership with Internet provider AOL, the company will be able to target Internet users even more in a customized approach.