GM's Opel signs-up singer to boost brand image

By The Associated Press

Sunday, September 05, 2010

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General Motors' subsidiary Adam Opel GmbH says it has signed-up the winner of the European Song Contest as its new brand image.

Opel spokesman Christof Birringer said Sunday singer Lena Meyer-Landrut, known as "Lena", was introduced as the new face for the company's cars during a surprise concert for some 20,000 people at Opel's open house event in Ruesselsheim near Frankfurt on Saturday.

The 19-year-old German singer won the European Song Contest in May with her catchy pop song "Satellite".

Alain Visser, Opel's head of sales and marketing, says her "youth and briskness suits our cars perfectly."

Opel is eager to renew its brand image, which has suffered following GM's bankruptcy in 2009 and the ensuing uncertainty over the future of its European subsidiaries.

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