The new Vauxhall Insignia – as well as the Insignia Grand Sport and Tourer – are being pitched against ‘Premium’ competition in a new ‘Isn’t Life Brilliant’ Campaign.
Those premium cars are affordable for buyers because they, on the whole, have much stronger residuals so monthly payments are competitive with mainstream models.
That means the likes of Ford and Volvo are trying to get buyers to pick an Insignia or Mondeo over a BMW 3 Series or Mercedes C Class. But now, Vauxhall are trying to fight back with a new campaign for the new Insignia.
Vauxhall’s campaign is an attempt to position them as a ” creator of brilliant moments through its cars, technology and the joy of ownership”, with a ‘This is Not a Car’ campaign running across TV, PR, Press and OOH complete with a new blade signature sign-off. It sounds like a plan.
Simon Oldfield, Vauxhall MD, said:
Our brand positioning, ‘Isn’t Life Brilliant’ is more than a feeling, it’s an attitude we embrace, from customers looking forward to owning and driving a Vauxhall to confidence about the future and our role to take responsibility within it.
This is not a car’, looks to challenge perspectives on what Vauxhall, with our new flagship Insignia, offers drivers, a genuine alternative to the premium marques. The new Insignia heralds a new generation of car design, connectivity and powertrain.
Will this new campaign convince buyers the Insignia is a better bet than a German premium offering? It remains to be seen.
Vauxhall ‘This is not a car. This is new Insignia’ Video