Finally again: look at models up close and experience premieres live! After a two-year Corona break, the 100th Brussels Motor Show attracted over a quarter of a million visitors to the Expo site in the Belgian capital in January. And Opel has shown how motor shows can still unfold their appeal – with a range of products tailored to the needs of customers.
All vehicles with the lightning bolt exhibited in Hall 5 were either fully electric or with electrified plug-in hybrids – including four world premieres. The first battery-electric Astra Electric, the sporty Astra Sports Tourer GSe, the top-of-the-line SUV Grandland GSe and the Mokka Electric with a new battery and 20 percent more range made their public debut in Brussels.
“The new Astra Electric will electrify the public,” says Opel CEO Florian Huettl with conviction.
The Astra Electric made its public debut in Brussels. It is the first battery-electric Astra ever.
The Opel Combo-e showed how suitable the electrification of commercial vehicles is for everyday use.
“In Brussels we are only showing electrified Opel models. We are making great strides towards our goal of becoming a fully electric brand.”
– Opel CEO Florian Huettl –
And with this electrified line-up, Opel is to the taste of the Belgians: Because the registrations of new cars based purely on batteries rose by 65.9 percent in 2022, and there were also strong increases for hybrid models (plus 38 percent) and plug-ins -Hybrids (up 24 percent). “This trend was also confirmed during the days of the trade fair: Belgians’ appetite for electrification is growing,” summarizes Michel Vercruyssen, Managing Director Opel Belux. The interest in the Astra Electric was enormous, especially among fleet customers.
First-hand information
The Brussels Motor Show is traditionally a sales fair, with every third car sold in Belgium being sold around the time of the event. A total of 50 car manufacturers showed their innovations during the 100th edition, around half of all models exhibited were electrified or partially electrified – a result that Opel was easily able to top with the 100 percent electrified range. “Whether range or charging times – many visitors came to our stand with specific questions about electrification,” explains Michel Vercruyssen. The “How-to-Electric” zone offered real added value. Interested parties could explore the possibilities of the charging accessories in a simple and understandable way.
Appearance full of energy: All Opel models presented at the joint Stellantis stand were fully electric or with an electrified plug-in hybrid.
The interest in the Astra Electric was great – “especially among fleet customers,” says Michel Vercruyssen, Managing Director Opel Belux.
The friendly Opel team was available on all days of the fair to answer visitors’ questions.
The newcomers of the GSe sub-brand also made their debut: the Astra Sports Tourer GSe (rear) and the Grandland GSe.
The compact SUV is the Mokka Electric with a new battery and 20 percent more range.
“Many took advantage of the opportunity to order their Opel model directly online and even have it delivered to their home.”
– Michel Vercruyssen, Managing Director Opel Belux –
Opel not only plays a leading role in the electrification of the portfolio, but also in online sales: one in seven Opel models is currently sold online – hand in hand with the dealers. At the booth, too, visitors had the opportunity to discover and configure the portfolio online in the Mobility Corner.
Leader in online sales
And that’s not all: “During the Brussels Motor Show, we launched online sales with home delivery,” says Michel Vercruyssen. Even though the trade fair ended on January 22nd, the time for closing sales continues well into February. “The dealers are now converting the offers made at the trade fair into financing and private leasing offers,” says the Managing Director.
The comfortable lounge chairs invited you to linger.
The trade fair appearance in Brussels was teamwork.
The flash models were the focus: “They are the stars that we let shine,” explains Pierre-Olivier Garcia.
The Opel stand also drew everyone’s attention visually: the yellow slash that spanned the Opel stand could already be seen from the main entrance. “We wanted to create an appearance that is extraordinary,” says Pierre-Olivier Garcia, Global Brand Design Manager at Opel. He developed the trade fair concept together with the brand marketing specialists Quentin Huber and Mikael Deschamps. “It follows the same philosophy as our models – ‘Bold & Pure’, i.e. ‘Bold & Clear'”.
Visually strong and sustainable
“The flash models are the focus: they’re the stars that we let shine,” explains Garcia. At the same time, the team attached great importance to sustainability: the comfortable lounge chairs, on which visitors could sit, or the showcases in which merchandise items were displayed, are the same furniture that will be used by the Opel dealers from this year become. “Opel had a well-received appearance in Brussels, which also set standards in terms of effectiveness,” summarizes Garcia.
February 2023
Photos: Opel