Opel was long perceived as the car brand of skilled workers and lower-level employees. When their living environment and thus the sales of the Opel brand came under pressure, the car manufacturer embarked on an image change that was supposed to redefine the identity of the brand. However, it remains uncertain to this day how far the Opel myth can still inspire contemporary vehicles. This exemplifies that a positive image change is only possible based on a convincing handling of one’s own identity.