Singer Katie Melua is Opel’s New Brand Ambassador.

Nov 14, 2010

  • Opel is partner for the singer's European concert tour in spring 2011
  • Extended-range electric vehicle Ampera to accompany Melua through Europe

London/Rüsselsheim. Singer/songwriter Katie Melua, one of the world's top music stars, is Opel's new brand ambassador. Collaboration between the artist and the automaker will coincide with the singer's 50-city European concert tour in 2011. The new partners announced their cooperation today during a web broadcast from the AIR STUDIOS in London.

Young talent and Opel's involvement in the music and entertainment industry play a decisive role in the company's strategy to re-energize the brand and strengthen its position in its core markets.

"We are thrilled to be working with Katie Melua, who is a remarkable person and fantastic artist. We are very pleased that she will be one of the faces of our brand in the future," says Alain Visser, Vice President, Opel Sales, Marketing and Aftersales. "The key brand values in our strategy are innovation, dynamics and emotional design - as well as consistent environmental awareness and social responsibility. We are committed to these values and Katie Melua stands for them in a very credible and authentic fashion."

The singer is also excited about the new partnership. "I feel very comfortable, this is a great fit," she says. "I like the way Opel addresses topics like environmental protection and sustainability while at the same time communicating emotion and a zest for life. Yesterday I had the chance to drive the Ampera in London - and that was great!"

Internationally respected as an advocate for environmental protection and charitable activities, Katie Melua has firmly established herself among the ranks of international music stars with her unique and unmistakeable style. She has already won an impressive collection of awards during her relatively young career. These include the "Echo" (Most Successful Newcomer International) and the "DVD Champion" (Category Music Artist Award), both in 2005, the Dutch "Edison Award" 2006 (Best International Singer), the World Music Award 2006 (most successful British female singer worldwide), the "Golden Camera" (Best International Musician) and another "Echo" (Best Artist International Rock/Pop), both in 2007.

Born in Georgia and now a U.K. citizen, Katie Melua was also the best-selling UK-based female artist in 2005 and 2006. All four of her albums - 'Call Off the Search', 'Piece by Piece', 'Pictures' and 2010's 'The House' - have topped the charts internationally. Her tour promoting 'The House' will start March 9 in Dresden, Germany and end June 21 in Freiburg, Germany.