Vauxhall rejects traditional media for Ampera launch

Opel Ampera: electric vehicle launches in the UK in 2012
Opel Ampera: electric vehicle launches in the UK in 2012

Vauxhall has eschewed traditional media channels in favour of digital and social media for its forthcoming campaign, which will launch its highly-anticipated Ampera electric vehicle (EV).

Alain Visser, vice president sales, marketing and aftersales for Europe, Opel, at this week's Geneva Motor Show, told reporters the manufacturer will switch focus to digital and social media.

Visser said the car industry has got itself into bad "habits", with an over-reliance on traditional media. He said: "[The industry] has found it difficult to move away from the traditional television, magazines and billboards. I've told our marketing people, and the agencies we use, to throw all that away."

The marketer said he has tasked agencies to come up with a "big idea" to signify the importance of Ampera, which goes on sale in the UK in early 2012.

General Motors-owned marques Vauxhall and Opel have launched a website, www.vauxhall-ampera.co.uk, which explains how the Ampera works, including information about its battery life and range.

The site also directs viewers to Ampera Facebook and Twitter pages.

The car is expected to retail for less than £30,000.

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