There was no way around the brand with a newly designed lightning bolt during the #IAA2023. Early on the morning of the opening day of the mobility trade fair, Opel CEO Florian Huettl broadcast the Rüsselsheim-based car manufacturer’s most important messages live to the households of the republic in the morning magazine on ARD and ZDF: “Climate protection is the greatest task of our generation,” he said in an interview with TV reporter Brigitte Saar, “At the same time, individual mobility is a valuable asset that needs to be protected and developed. We at Opel have consistently committed ourselves to these two goals.”
Opel is increasing the pace
The Rüsselsheim-based car manufacturer came to the Bavarian capital to underline its pioneering role in electromobility at the six-day mobility trade fair (September 5th to 10th). 15 models are already electrified, and from next year there will be at least one purely battery-electric model in every series without exception. And Opel is increasing the pace: “From 2025, every newly introduced Opel will be powered exclusively by electricity,” announced Florian Huettl at the press conference in front of an international audience.
The first big appearance: The visionary Opel Experimental gives an insight into upcoming models and technologies. “The concept vehicle shows how we imagine the future of Opel: electric, simple and exciting,” said Florian Huettl.
“From 2025, every new Opel introduced will be powered exclusively by electricity.”
– Opel CEO Florian Huettl –
Strong line-up with three world premieres
During his traditional opening tour, Chancellor Olaf Scholz also visited the Opel stand. He was able to see the Opel Experimental, albeit with only one eye, as he famously wore an eye patch after a sports accident. The visionary design concept, which provides an outlook on upcoming models and technologies, was one of the highlights of the trade fair. “The sleek crossover study makes you want more!” was the headline in the Bild newspaper, for example. But Opel not only has the future, it also delivers in the present.
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Opel at the IAA 29023 – the highlights in the video
The second world premiere, the new Astra Sports Tourer Electric, is one of the first battery-electric station wagons on the market and will soon be available from dealers across Europe. Number three in the line-up of world premieres is the Corsa Electric. The small car bestseller has already developed into a spearhead of the brand’s electrification offensive. In August 2023, more than every second newly registered Corsa in Germany was battery-electric. The model also accounted for around 50 percent of all BEV sales in the entire B segment.
A rear diffuser that extends or retracts depending on the driving situation improves aerodynamic efficiency.
At the front sits the shiny new Opel Blitz – which also celebrated its debut at the IAA Mobility 2023.
The #TeamOpel gave everything to provide the perfect framework for the brand’s prospects for the electric future.
The tires, developed in collaboration with Goodyear, are made of sustainable material.
The media interest was huge. The Opel stand was crowded during the press conference.
“The sleek crossover study makes you want more!”
– Press response to the Opel Experimental –
This year, for the first time, the IAA was divided into two areas: The trade visitors came together at the Munich exhibition center, the “IAA Summit”. The general public, on the other hand, found out about all kinds of mobility topics at the “Open Space” in the heart of Munich. The weather was wonderful, the Opel stand on Odeonsplatz was densely surrounded. In addition to the world premiere models, the #OpelDesignHack winner Rocks e-XTREME stood out. The electrified unique vehicle with outward-facing wheels and bright yellow roll bar is a real eye-catcher.
Visitors in the city, specialist audience at the trade fair
And the Opel stand not only blended harmoniously into the Munich cityscape. The stand concept was developed with the idea of a reusable circular economy in mind. Many elements can be reused and recycled. Semi-transparent materials and large screens welcomed the audience. Visitors were even able to influence the huge LED area in the background themselves. With the help of Opel AI, an artificial intelligence, the Opel Experimental virtually immersed itself in new worlds.
“Buying an Opel must be clear, easy and it should bring joy.”
– Opel Marketing Director Rebecca Reinermann –
Visitors to the stand were also able to be seduced by the new digital purchasing experience – the new Opel with just a simple scroll. Because at Opel, simple, everyday electric mobility doesn’t just start with driving, but rather with the selection and purchase. “Buying an Opel has to be clear and easy and it should bring joy,” said Opel marketing director Rebecca Reinermann.
Clear vision set
At the end of the trade fair, the organizer counted over half a million visitors, which is around 100,000 more than at the premiere in Munich in 2021. It wasn’t just the audience in downtown Munich and the trade visitors on the exhibition grounds who experienced a new type of Opel appearance . Opel has also successfully conveyed its messages in the media landscape. The Opel Experimental graced front pages, there were hundreds of press reports, and a dozen TV interviews were conducted. The social media team has used all social media channels from TikTok to Instagram – and reached 60 million users. Modern, focused and sustainable – with this appearance, Opel has taken people into the future of the brand.
As an official cooperation partner of the IAA, Motorworld Munich showcased mobile passion. The Opel Astra GSe and the award-winning Manta GSe were also on display.
September 2023
Photos: Chris Adam, Video: Neuland