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The Astra Dealer Launch in Berlin received nearly 5,000 delegates (26 languages) in a programme that ran over a three week period. Key priorities of this event were to give delegates complete confidence not only in the new Astra but also in the new Opel Brand.

Delegates arrived in Berlin (like the new Opel brand, Berlin is known as a city that has renewed and reinvented itself) and were transferred to the Olympiastadion. It was the ideal location to launch the new Astra as it is a venue famous for winners. None is more famous than Jesse Owens, who in 1936 entered the history books by winning four Olympic medals.

The reveal of the new Astra took place on the stadium track. 140 cars drove into the stadium and Dealers departed from the track for their first test drive. An industry first was that each car was equipped with a i-Phone which served as an audio guide. At specific locations along the drive route, messages would play giving information about the car and encouraging Dealers to explore specific product features.