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General Motors Trying to Build Brand Identity in Europe.
Knight Ridder/Tribune Business News, March, 1999 by Konrad, Rachel
Knight Ridder/Tribune Business News
Mar. 10 -- GENEVA, Switzerland -- A theme park. A train. An open-cockpit racer. They are part of General Motors Corp.'s broad new strategy to revive its slumping fortunes in Europe.
GM executives touted that effort during the media preview Tuesday of the Geneva Motor Show as a way to make their brands more exciting and alluring for European consumers.
The public will get a look at the first part of the strategy this summer when executives open "Opel Live," a new visitors center in Opel's hometown of Russelsheim that is expected to draw 1.5 million tourists a year by 2001.
Opel chief Bob Hendry described the venue, which will cost about $70 million, as an "infotainment tour" of the auto industry...
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