GM Europe spends [euro]41m on test-drive campaign; Huge effort is made to boost Opel's image.

Byline: Wim Oude Weernink

General Motors Europe is spending [euro]41 million on its most ambitious test-drive program to date, a top company executive revealed.

Jonathan Browning, GM Europe's vice president of sales, marketing and aftersales, disclosed the cost at the Automotive News Europe Congress in Barcelona.

Browning said small incremental marketing campaigns cannot get customers interested in a brand's vehicles.

The mantra at GM Europe is "Go big or go home," he said.

Under its Million Mile Test Drive program, GM Europe