1.3.2005
Million Mile Test Drive: Getting customers in new Opels and Vauxhalls

GM has begun its most ambitious test drive initiative in company history, allowing customers three days to try out its new Opel and Vauxhall vehicles. The three-day duration of the test drives is an industry first. GME Chairman Fritz Henderson informed European media of the Million Mile Test Drive program today at the Geneva Motor Show in Switzerland.

“We know how good our cars are. Trade journalists have confirmed what we know, and now drivers all across Europe have a chance to see and experience it themselves,” said Henderson.

The reason for this growing confidence: the ongoing product offensive – the largest ever in GME’s history – is beginning to show concrete results. In addition to some outstanding reviews in automotive publications, the product and quality focus that began in early 2002 is achieving quantifiable results on the market. In recent months, more and more drivers have decided to make Opel/Vauxhall their brand, a trend clearly reflected in the significant increase in new-car registrations. GME sales are up 5% already from the same period in 2004.

The test drive program had actually already begun in Germany on a pilot basis, kicking off Feb. 3. In its first three weeks, it resulted in over 25,000 test drives! With over 35,000 vehicles available throughout Europe, the innovative marketing push is sure to get results elsewhere as well.

It is designed to produce an awareness and excitement that can’t be experienced through conventional advertising. Another aspect of the program involves directly contacting customers who have expressed a disappointed in the brand in the past (5-10 years ago, before the quality offensive). These customers will be invited for a test drive in the program so they can experience the quantum leap in Opel/Vauxhall quality. To further convince them, they will be offered an additional two years of warranty on a new vehicle purchase.

Alain Visser, executive director for Opel/Vauxhall marketing in Europe, sees the Million Mile Test Drive as a way of both building trust in Opel and actively addressing customers by bringing them in contact with the cars. “The joy of driving isn’t something you can get from a catalog. Quality and versatility can’t be experienced through TV commercials. That’s why we want to put drivers all over Europe behind the wheels of our cars. In the Million Mile Test Drive, we’ve consciously decided on an unconventional, innovative marketing concept. At the end of the test drive, we will make every interested participant an attractive offer for the purchase of a new car.”