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The car manufacturer has appointed ad agency St Luke's to devise the European launch strategy for the Vauxhall Ampera.

The agency, which is new to GM Europe's roster, won the business following a pitch.

The Ampera, which is set to launch across Europe in 2011 and the UK in 2012, is based on the same technology used in the Chevrolet Volt, which is expected to roll out in the US later this year.

Last year, General Motors filed for Chapter 11 bankruptcy protection in the US and was placed under temporary state ownership.

In the US, GM has promoted the impending launch of the Volt with a cryptic TV and digital ad campaign featuring the number 230 on a bright-green background.

It later revealed the figure represented the distance the car can achieve on a single charge with its ‘extended-range electric vehicle (E-REV) engine': 230 miles.

Although marketing activity for the Ampera is not expected to break until next year, competitors, including Renault, have already started to promote their forthcoming electric car ranges.

Last year, the French manufacturer launched an integrated campaign in support of its four-strong range of Zero Emission electric vehicles.

While sales of electric vehicles are likely to be slow initially, Renault UK marketing director Phil York said an early association with the technology was vital for brand perception.

GM confirmed last month that it will continue to use the Vauxhall marque in the UK, as part of a wider marketing vision spelled out by new Opel chief executive Nick Reilly, who said he was looking to position it as a ‘leading European manufacturer of high quality, desirable automotive products, based on German engineering'.

The confirmation of the appointment of Reilly, and Alain Visser as head of sales, marketing and aftersales for Opel/Vauxhall last month, followed the collapse of a deal for GM to sell its European business to Canadian parts firm Magna.

Separately, also last month, GM agreed to sell ailing luxury Swedish marque Saab to Dutch luxury car-maker Spyker.

No GM representative was available for comment as Marketing went to press.