Vauxhall picks Mother for SUV launch campaign

Vauxhall: Crossland X
Vauxhall: Crossland X

Vauxhall Motors has appointed Mother to create the launch campaign for its new SUV model, Crossland X, following a competitive pitch.

The vehicle, which goes on sale this summer, is aimed at families that need a vehicle suitable for both urban and long-distance driving.

The car brand’s retained agency, McCann Central, is creating the launch campaign for the new Insignia model.

A separate agency review is underway for Vauxhall’s marketing services account, which covers CRM, point of sale, print and retail marketing. McCann Group (including MRM Meteorite), Geometry Global, Oliver and Graymatter are pitching for the business, with the decision due in May.

Vauxhall, which was founded in London in 1857 as a pump and marine engine manufacturer, has an uncertain future, with current owner General Motors in talks with Peugeot owner PSA over a possible sale of Vauxhall and its sister brand, Opel.

Simon Oldfield, marketing director for Vauxhall, said: "For this all-new model in our range we wanted new insight on the car’s likely customers and a fresh approach to the creative.

"The SUV segment is fast growing with many new product entrants, each with their own story to tell. We need to create standout in this crowded space and in doing so, give fresh impetus to the Vauxhall brand to boot."

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