• Clear brand promise: Opel makes future technologies available to all
  • Innovations for the people: Approach ingrained in the history of the brand
  • Paradigm shift: From carmaker to connected mobility provider
  • For the digital world: New Opel Blitz symbolises clarity and modernity



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.


 “The future is everyone’s” is the new Opel brand credo and emphasises the company’s own expectations: Opel democratises future technologies and makes them available to everyone. This approach is ingrained in the history of the brand and is substantiated by examples such as the introduction of the three-way catalytic converter as standard (1989), fitting all passenger cars with full-size airbags (1995), the debut of the personal connectivity and service assistant OnStar (2015) and the current market launch of the revolutionary Opel Ampera-e electric car with a range of 520 kilometers (according to NEDC). The cross-media campaign for the new Insignia flagship is the first to feature the new brand claim and the refined Opel lightning-flash logo.

The automotive industry is changing faster and more fundamentally than ever before. The vehicle itself is no longer the center of attention. Instead the focus is on the mobility of people – a paradigm shift. From mechanics to digital, from fuel to electricity, from owning a car to situation-based mobility solutions. “The new claim ‘The future is everyone’s’ has its source in Opel’s soul. It is a commitment, approach and an obligation – and thus a lot more than a simple product promise,” said Opel CMO Tina Müller. “The brand is a pioneer in democratising innovations. We have always made premium technologies available to a broad audience. The new claim bridges the gap between Opel’s history and the brand’s future program. That is what drives us and that is what the Opel brand stands for,” added Tina Müller.

Five words, one message: Opel drives innovations for everyone

The new claim emphasises two sides of Opel’s brand positioning: “The future …” – this reference shows that trendsetting mobility solutions are only possible with constant innovations. This is something Opel is working on daily. “… is everyone’s“ emphasises that these solutions and future technologies are not only exclusive to a select few but are intended for all. “Future is not an elitist luxury but quality of life for all,” said Tina Müller. Opel has always pioneered the democratisation of innovations and premium technologies. The introduction of the three-way catalytic converter and fitting all passenger cars with full-size airbags are seen as milestones in environmental and safety awareness. More recently, the trendsetting IntelliLux LED® matrix light in the mid-range and compact segments, the personal connectivity and service assistant OnStar and the revolutionary Opel Ampera-e electric car are prime examples. These technologies make driving safer and more pleasant, or in other words better for people. “The innovations that we want to deliver are not developed by engineers for engineers but by engineers for people,” said Tina Müller. Opel thus wants to make a decisive contribution to a more humane world of mobility. A world of tomorrow, which will be characterised by autonomous, electric driving and in which people will always be mobile and connected to each other – true to the motto “The future is everyone’s”.

The start of a new era is also conveyed by the new Opel Blitz. Focusing on the essential is decisive. And therefore the guidelines for the re-design of the Opel logo were clarity and simplification. Therefore, all communication channels will use an Opel logo with a clear 2D look as of today. Obviously, the basic components of the distinct Opel logo will be maintained – with a circle as a symbol for a wheel and the lightning flash as a sign of pure energy. Easy to recognise even at a glance: simple – straightforward – outright.

How modern leadership style is done: New Insignia with premium technology for all

The new Opel Insignia shows exactly what this credo means on the product side. The newcomer is the first serial production car with the new logo – in this case in 3D – and offers a wider range of intelligent technologies than any other model in its segment. The offer extends from the trendsetting IntelliLux LED® matrix light and the ultra-modern all-wheel drive system to the clever driver assistance systems and the head-up display. An attractive offer, especially for customers who until now have shown more interest in expensive premium brands. In other words, the new Insignia is a real leader.

“Time for a new leadership style. This is embodied by all our new products, above all by the new Insignia – designed, developed and manufactured in Rüsselsheim. The result of German engineering; our flagship offers premium technology previously known only on luxury automobiles. Borders to convention? They are there to be crossed” says Opel Chief Marketing Officer, Tina Müller.