4m-euro rebranding for General Motors

General Motors, local importer of the Opel, Chevrolet and Saab brands, has started a re-branding programme of its dealerships with a view to uniting the brands in its portfolio. The net investments in this project will amount to 4 million euros by 2009. The process initiated by the importer is part of a 400 million-euro programme started by General Motors with 9,000 dealers in Europe. “The dealers have to come up with the new design for the showrooms of the GM brands by 2010, as part of the programme to implement a corporate identity, which in Romania could amount to 4 million euros,” stated Cristian Oltean, marketing manager of GM Romania. General Motors Romania has a 41-dealer network at its disposal, 19 of which are multi-brand distributors, having both the Opel and Chevrolet brands in their portfolio. Implementing the re-branding process in the bigger exhibition centres, comprising all three brands (Opel, Chevrolet and Saab), will require a maximum investment of 100,000 euros per outlet, the cost of which will be shared between the dealer and the importer.