Kyle Johnson
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Opel Gets New Logo, Credo, Manifesto, Commercials; Re-Inks Ambassador Klopp

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Michael Lohscheller Tina Müller Jürgen Klopp

From left to right: Opel CEO Michael Lohscheller, Opel CMO Tina Müller, Liverpool FC manager Jürgen Klopp

Opel announced on Tuesday that it has extended its contract with brand ambassador Jürgen Klopp that sees the Liverpool FC manager helping to market the brand’s new Insignia and presumably sticking around beyond its transition from General Motors to PSA Group.

Since August 2012, Klopp has appeared in 17 different Opel television commercials. Today, he stars in a new spot entitled “The new Opel Insignia. Time for a new leadership,” which could not be more appropriate given Monday’s announcement that Opel CEO Dr. Karl-Thomas Neumann has resigned and is replaced by former CFO Michael Lohscheller.

Opel Insignia Country Tourer Opel Insignia Grand Sport

“We are delighted that Jürgen will remain part of the Opel family because he is the perfect match for the Opel brand. He convincingly stands for many things that the Opel represents today and wants to embody going forward. The future is everyone’s and we are looking forward to the future with Jürgen Klopp,” said Opel CMO Tina Müller.

Watch: The new Opel Insignia. Time for a new leadership.


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The ad hints at some uber-gritty tale about an intrepid young hacker who stops some kind of mega computer virus in a dystopian world. Also, Klopp’s there in a run-down-looking neighborhood scouting for football talent, which may or may not be connected to that narrative. And there’s a chef with a birthday cake. Okay, so it’s maybe it’s not the most cohesive narrative, but it’s miles better than some of Opel’s more recent efforts.

Opel new logo

Opel also took the occasion to launch a new brand credo—The future is everyone’s—as well as a refined, simplified logo.

Also, Opel now has a manifesto:

We don’t know what the future holds for us.

But we want everyone to be a part of it.

Why should what is important for all, only be accessible to a few?

Progress that puts an end to noise, emissions and accidents.

Networking that brings us closer to those who mean the most to us.

Cars that adapt to their drivers, not the other way around.

Mobility that is actually accessible to everyone.

Technology that evolves with humanity.

We don’t always want to be the first.

But we always want to be the first to make the future accessible for everyone.

Because only when accessible to everyone, new inventions are able to change the world.


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Never thought I’d see the day where a car brand’s marketing campaign is actually more cogent and inspired than anything said by the presumable leader of the free world, but here we are.

“I have always been very proud to be associated with the Opel brand because we share so much common ground. I look forward to continuing the cooperation and playing my part in the company’s comeback,” Klopp added. As part of the new contract, Müller and Lohscheller presented the football manager with a new Insignia Grand Sport, which he called “massive.”

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  • Kyle JohnsonEditor

    Kyle S. Johnson lives in Cincinnati, a city known by many as "the Cincinnati of Southwest Ohio." He enjoys professional wrestling, Halloween, and also other things. He has been writing for a while, and he plans to continue to write well into the future. See more articles by Kyle.