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GM Signals Change By Rolling Out New Logos In Europe

A new insignia for Opel, General Motors' biggest-selling division in Continental Europe, shows more depth in its stylized lightning bolt. An overhaul of the badge for Vauxhall, Opel's equivalent in Britain, shows the brand's longtime mascot, a griffin, in a bigger, bolder way, zooming in on its upper body. The mythical beast appears more three-dimensional.

The change in the Opel and Vauxhall logos has been accompanied by big changes in the product lineup, culminating in the introduction of the midsize Insignia, says Alain Visser, chief marketing officer for GM Europe. By giving the logos a more modern look, he says, GM means to underscore Opel and Vauxhall's recent emphasis on technology.

With these updates, General Motors joins other automakers -- including Volvo, Fiat, Chrysler and Mercedes-Benz -- that have recently refreshed or redesigned their logos, seeking an edge in a difficult market. GM's sales in Europe rose 2.8% in the first half of the year, to 1.16 million, the company says, with markets like Russia performing particularly well.



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