HAMBURG -- Company public relations officials gave General Motors Europe's first multibrand new-product launch here a mixed review.
For the past month, GM Europe has brought journalists to Hamburg to view not only the all-new Opel Tigra, but also the Daewoo Nubira station wagon and a new diesel engine for the Saab 9-3. Add in Opel's UK affiliate Vauxhall and the Chevrolet branding for GM-Daewoo models in some markets, and GM Europe showcased five of its brands here.
"It is a great opportunity to show that we are all part of the GM family and the way we can leverage the synergies of the different brands," said Hardy Spranger, GM-Daewoo's European chief, and Vauxhall Chairman Kevin Wale in a joint statement.
But PR managers for the different brands said it probably spread journalists' attention too much across the different new models.
That may have been a particular issue for Opel and Vauxhall, which, with the new Tigra, were keen to focus reporters on their all-new sports car and its electronically retractable hardtop.
The GM-Daewoo and Saab camps were a little more upbeat, generating media interest in what are essentially derivative models.
PR officials from the different GM brands noted that the joint launch spreads the cost of such an event, which is important in a company that aims to lower costs substantially to return to profitability. But they didn't commit to more joint launches.
Said one PR manager: "We will review the feedback we get from the event before we decide on whether to do this again."