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GM gets the blues

Vauxhall dealers in the UK will not take in General Motors (GM) Europe’s new £400m corporate identity (CI) scheme. Chevrolet and Saab will, however, from early 2007.

Chevrolet dealers have two years to adopt the scheme, which will be introduced to more prominent sites first, while the Saab network is working to a three-year roll-out.

A GM spokesman told AM that Vauxhall dealers are not included, contrary to reports in other trade publications. Its 450 dealers have just finished a three-year CI upgrade.

Meanwhile the Saab/Chevrolet CI programme, named Blue Sapphire, will use transparent blue glass to give the brands a coordinated look.

“When the dealerships come up for an exterior CI reviews they will go ahead with the new design, but we won’t suddenly dictate change,” says Jonathan Nash, MD of Saab UK.

Multi-brand showrooms will have one totem for Saab/Chevrolet and one for Vauxhall. The plan includes new dealer standards. Staples Corner in London is the pilot.

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