The new Opel Astra upsets the luxury class

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

The new Opel Astra upsets the luxury class

Campaign details

Brand: Opel AstraAgency: Scholz & FriendsAdvertiser: Adam Opel AGCountry: Germany

Campaign Background & Summary

In its 25 year long history the Opel Astra was sold millions of times. After decades of growth, sales of Opel's most important volume model have plummeted dramatically between 2009 and 2014. The growth of other models could not compensate for this decline, since the Astra made up a quarter of Opel's total sales. The company's former flagship had turned into its biggest challenge.

The issue: Both the Opel...

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