13.7.2005
Half a Million car buyers test Opel and Vauxhall

More than 550,000 people in 40 markets across Europe have tested a new Opel or Vauxhall car in the past four months. The test drive brought potential customers to Opel and Vauxhall showrooms, most of whom intend to purchase a new car in the next 12 months.

More than 550,000 people in 40 markets across Europe have tested a new Opel or Vauxhall car in the past four months. With a test fleet of 35,000 cars and test drives lasting up to three days the «Million-Mile-Test-Drive» is probably the largest marketing campaign of its kind in the history of the automotive industry. The campaign focused on Opel and Vauxhall's most innovative carlines, Tigra, Meriva, Astra, Vectra and Signum. «Our goal» , said Jonathan Browning, GM Europe's vice president of sales and marketing, «was to give potential customers an opportunity to experience first hand how much progress we have made in terms of design, quality and exciting new technology.»

The test drive brought potential customers to Opel and Vauxhall showrooms, most of whom intend to purchase a new car in the next 12 months. About 40 % of them are currently not Opel or Vauxhall owners. Targeted market research and the results of the questionnaires filled in by participants after their test drives showed very positive reactions towards the products, the service experienced at the showroom and the test drive process as a whole. «We believe the campaign has had a major impact on consumers' appreciation of our brands,» said Alain Visser, European executive director of marketing for Opel and Vauxhall.