Opel

Mobility of the future

Ecker & Partner has long-standing and sound communications expertise in the fields of technology and innovation. In-depth market expertise and good contacts with the key players are essential when it comes to the communication of future-oriented and sustainable mobility. As a long-term client of Ecker & Partner, Opel entrusted the agency with its communications agenda relating to the alternative engines employed by this car manufacturer from Rüsselsheim. Communications around the introduction of the CNG natural gas engine in 2007 were supported by Ecker & Partner both in the form of press events and classic media work in addition to developing and maintaining contact with relevant stakeholders.

The launch of Opel Ampera in 2011 a few years later marked Opel’s venture into series-based electro-mobility for the first time. The Opel Ampera was the first everyday electric car to have a Range Extender. This Range Extender was a new innovation in the industry and thanks to the new technology used (electric engine as the primary engine and petrol-powered engine which powers the electric car once the battery is empty), made electro-mobility interesting for the masses for the first time, especially given that it enabled the vehicles to cover large distances.

The PR activities relating to this were based on a detailed communications concept aimed at the relevant target group. The primary activities undertaken by the agency involved providing copywriting, organisational, consulting and comprehensive support services to the Austrian inhouse press department. Test rides were organised for Austrian and international journalists within Vienna, for example. A comprehensive supporting programme was also provided to introduce media representatives to the relevance of electro-mobility in climate protection and the associated facilities in Vienna and the surrounding area (e-charging points, selecting a hotel with an e-parking space, Opel presentation, visit to a wind farm). During a road show through Austria, representatives from the worlds of media, politics and society were able to gain an impression of the new Ampera and ask questions about the issue of electro-mobility. Thanks to the intensive communications measures employed, the Opel Ampera was met with very positive feedback across Austria and throughout the industry. This secured Opel’s reputation as a forward-thinking car manufacturer.