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GM Europe Launching New Dealer Corporate Identity

·          Rejuvenation of retail appearance for GM brands in Europe

·          Modular and functional dealer signage and interior design program

·          Individual brand focus maintained within structured group brand approach

·          Combined GM and retailer investment of more than €400 million  


GM is launching a new dealer Corporate Identity (CI) program throughout Europe.  The rollout involving approximately 9,000 dealers, started this month and continues until 2010, with most dealers converting to the new design in the 2007 to 2009 timeframe.


These numbers exclude Vauxhall brand dealers as a similar program is already being rolled out in the UK.


The new exterior signage, featuring blue transparent glass and a unique printing technique, combines the brands - Saab, Opel & Chevrolet - in one coordinated look that is cost-effective and flexible.  No matter whether the dealership represents one, two, or all three brands, only one pylon is needed for logos and can easily be expanded to accommodate additional GM brands.  Functional, high-quality interiors and displays include counter systems with atmospheric illumination and multi-media screens, retail display systems for catalogues or accessories, car data stands, sales consultant islands, brand walls and a display platform to feature new cars.  The interiors clearly convey each brand’s identity and utilize brand-specific ‘signatures’.  For example, within this group brand approach, Saab continues the roll-out of its “Unlimited” dealer showroom CI, which has already been implemented by about half of its dealerships.


“The newly developed group design is clean and its technically advanced look and feel communicates the right quality standards.  It raises the bar for retail environments in the European automotive scene in a way that is both flexible and affordable for our retailers. This is a further important step in strengthening our European business,” says Jonathan Browning, GM Europe Vice President, Sales, Marketing and Aftersales.  


The implementation of the new CI at larger multibrand dealerships, representing Saab, Opel and Chevrolet, will cost up to €100,000, with the investment shared between the dealer and GM.  On the other hand, a small, single brand Authorized Repairer, can upgrade CI for around €10,000.  GM Europe covers the complete cost of design development, technical development, engineering and prototyping.  In addition, GM will make available a range of centrally sourced, matching storage elements and furniture that dealers can purchase for use throughout the dealership.


In total, the combined GM and retailer investment in this program will reach more than €400 million over the life of the project.


General Motors Corp. (NYSE: GM), the world’s largest automaker, has been the global industry sales leader for 75 years. Founded in 1908, GM today employs about 327,000 people around the world. It has manufacturing operations in 33 countries and its vehicles are sold in 200 countries. In 2005, GM sold 9.17 million cars and trucks globally, up 2 percent and the second-highest total in the company’s history. In Europe, GM sells its Opel, Vauxhall, Saab, Chevrolet, Cadillac, Corvette and Hummer ranges in over 30 markets. It operates 11 production and assembly facilities in eight countries and employs around 62,560 people. GM operates one of the world’s leading finance companies, GMAC Financial Services, which offers automotive, residential and commercial financing and insurance. More information on GM can be found at and



Karin Kirchner
Office Phone: +41 44 828 2518
Mobile Phone: +41 79 605 2557

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