Vauxhall is launching a new high-performance sub-brand, to be called VXR, as part of a drive to improve consumer perceptions of the car marque.
The VXR brand will apply to most sporting versions of cars across the Vauxhall range, and seeks to trump the RS sporting brand of arch rival Ford. The sub-brand is derived from VX Racing, Vauxhall’s British Touring Car Championship team.
The brand will be supported by a press advertising campaign created by roster agency Delaney Lund Knox Warren & Partners.
VXR will be formally unveiled at this month’s British Motor Show, where the manufacturer will launch VXR versions of the VX220 sports car built by Lotus and a VXR version of the Monaro, a sports coupé sourced from Australia.
These will be followed by VXR variants of its core Astra hatchback, which was launched last week, and also of its Zafira people carrier. There will also be a VXR variant of the Tigra, the compact sports car that is due to go on sale this autumn.
Under recently appointed marketing director Andy Gilson (MWJanuary 29), Vauxhall is pursuing a strategy of stressing improvements to its cars’ dynamic qualities and design.
Gilson has assumed responsibility for the implementation of all marketing at GM sister marque Saab, and is reviewing both marques’ direct marketing accounts with a view to consolidating them into a single agency.