Lowe already handles the account in the UK and developed the role-reversal ads featuring two child 'dads' talking about their parents. The work, which has run since 2004, will be replaced by the pan-European strategy.
GM hired Lowe following a competitive pitch against Amsterdam agency Strawberry Frog, which handles ads for the Vauxhall Chevrolet Aveo across Europe, and fellow Vauxhall roster agency McCann Erickson.
Vauxhall's policy to hold pan-European pitches for individual models was introduced by Alain Vissier, who was promoted last month to chief marketing officer for GM Europe with a brief to develop its umbrella strategy.
In the first half of this year, GM Europe posted record sales of 1.13m vehicles, a rise of 5.3% year on year.
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