- Perfect team: multiple world motorcycle champion with fashionable lifestyle car
- Common traits: bold driving fun and highest precision
- Campaign across all channels with Opel ADAM & Vale: TV, press, social media, PR
Valentino “Vale” Rossi is the new brand ambassador for the chic urban
small car Opel ADAM in Italy. The world famous multiple MotoGP World
Champion is the star of a wide ranging communications campaign focusing
on the common traits of ADAM & Valentino: personality, creativity,
energy and at the same time highest precision. With it bold,
unconventional and absolutely unique look, the ADAM shares the same
characteristics as the Italian motorcycle champion. The campaign takes
place on traditional and digital media channels ranging from TV
commercials to press, promotions and social media.
“Valentino Rossi is the perfect ADAM ambassador: easy going, fun and
slightly irreverent, always on the move – just like our Opel ADAM. At
the same time, he is extremely rigorous, careful, requires and acts with
maximum precision, the same as the German engineering which is the core
value of all our cars,” says Roberto Matteucci, Managing Director of
Opel Italia. “Choosing Valentino Rossi for ADAM is a clear sign of our
desire and commitment to draft a new personality for our cars, while
keeping our focus on German engineering precision,” said Matteucci.
Valentino Rossi fell for the small lifestyle car and
individualization champion right away: “I was immediately convinced by
the Opel ADAM, and not just because of its design, accessories and
technology. I think its individualization potential with thousands of
variations is just fantastic. I don’t know the exact number of all of
them, but there are certainly more than enough for everyone to create
their perfect ADAM.”
The Opel ADAM offers more than 61,000 exterior variations and nearly
82,000 for the interior, more than any other car in this class. The chic
lifestyle car is an agile three door car perfect for urban
environments. Its driving dynamics also shine outside the city thanks to
chassis and steering settings that focus on fun and agility.
Inside its cabin, Opel ADAM offers seating for four people who benefit
from a premium inspired atmosphere and premium technologies from upper
segments. The new IntelliLink onboard infotainment system, for example,
which integrates the owner’s smartphone in the car (Android, Apple iOS),
makes it the best connected small car. Innovative SIRI Eyes Free voice
recognition software by Apple will soon be available. Other features
ideal for Opel ADAM’s natural urban environment are a new generation Park
Assist that automatically parks the car, a Side Blind Spot Alert (SBSA), a
power steering system including a “light touch” CITY mode and Opel’s
exclusive FlexFix bicycle carrier, fully integrated in the rear bumper.
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| Opel ADAM IntelliLink infotainment system |
ADAM introduces Opel’s award winning design philosophy of “sculptural
artistry meets German precision” to the fashion led A-segment. It
stands out with its muscular, original look that bucks the trend of
retro based design, as well as with bold, powerful proportions. Experts
forecast that the lifestyle A-segment, to which ADAM belongs, will
continue to grow steadily in the next few years. Since 2000, sales of
trendy cars in the A segment (around 3.70 m length) in Europe have
increased by approximately 30 percent and those of luxury cars in the B
segment (around 4.00 m length) by over 110 per cent. Opel intends to
conquer this growing market with the ADAM.
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