Media Information
February 20, 2013
Valentino Rossi is new brand ambassador for Opel ADAM
 Perfect team: multiple world motorcycle champion with fashionable lifestyle car
 Common traits: bold driving fun and highest precision
 Campaign across all channels with ADAM & Vale: TV, press, social media, PR
Rüsselsheim/Milan. Valentino “Vale” Rossi is the new brand ambassador for the chic urban
small car Opel ADAM in Italy. The world-famous multiple MotoGP World Champion is the
star of a wide-ranging communications campaign focusing on the common traits of ADAM
& Valentino: personality, creativity, energy and at the same time highest precision. With it
bold, unconventional and absolutely unique look, the ADAM shares the same
characteristics as the Italian motorcycle champion. The campaign takes place on traditional
and digital media channels ranging from TV commercials to press, promotions and social
media.
“Valentino Rossi is the perfect ADAM ambassador: easy-going, fun and slightly irreverent,
always on the move – just like our Opel ADAM. At the same time, he is extremely rigorous,
careful, requires and acts with maximum precision, the same as the German engineering
which is the core value of all our cars,” says Roberto Matteucci, Managing Director of Opel
Italia. “Choosing Valentino Rossi for ADAM is a clear sign of our desire and commitment to
draft a new personality for our cars, while keeping our focus on German engineering
precision,” said Matteucci.
Valentino Rossi fell for the small lifestyle car and individualization champion right away: “I
was immediately convinced by the Opel ADAM, and not just because of its design,
accessories and technology. I think its individualization potential with thousands of
variations is just fantastic. I don’t know the exact number of all of them, but there are
certainly more than enough for everyone to create their perfect ADAM.”
Opel ADAM: Individualization champion and best connected small car
Adam Opel AG
D-65423 Rüsselsheim
media.opel.com
Page 2
The Opel ADAM offers more than 61,000 exterior variations and nearly 82,000 for the
interior, more than any other car in this class. The chic lifestyle car is an agile three-door
car perfect for urban environments. Its driving dynamics also shine outside the city thanks
to chassis and steering settings that focus on fun and agility.
Inside its cabin, ADAM offers seating for four people who benefit from a premium-inspired
atmosphere and premium technologies from upper segments. The new IntelliLink onboard
infotainment system, for example, which integrates the owner’s smartphone in the car
(Android, Apple iOS), makes it the best connected small car. Innovative SIRI Eyes Free
voice recognition software by Apple will soon be available. Other features ideal for ADAM’s
natural urban environment are a new-generation Park Assist that automatically parks the
car, a Side Blind Spot Alert, a power steering system including a “light touch” CITY mode
and Opel’s exclusive FlexFix bicycle carrier, fully integrated in the rear bumper.
ADAM introduces Opel’s award-winning design philosophy of “sculptural artistry meets
German precision” to the fashion-led A-segment. It stands out with its muscular, original
look that bucks the trend of retro-based design, as well as with bold, powerful proportions.
Experts forecast that the lifestyle A-segment, to which ADAM belongs, will continue to grow
steadily in the next few years. Since 2000, sales of trendy cars in the A segment (around
3.70 m length) in Europe have increased by approximately 30 percent and those of luxury
cars in the B segment (around 4.00 m length) by over 110 per cent. Opel intends to
conquer this growing market with the ADAM.
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