General Motors will make 35,000 Opel vehicles available for three-day test drives through dealerships in 40 countries across Europe, announced GM Europe chairman Fritz Henderson. Potential customers will be able to take the vehicles home, "and drive them as if the vehicles were their own," he added, during a presentation at the Geneva Motor Show. The campaign will run for three months, though it will launch at different times across the continent. The campaign is designed to win over a new generation of buyers, said Henderson, and reflects the challenge Opel has had breaking through to those who normally ignore the brand. "We have to work to do to elevate Opel's image to match the quality of its products," he acknowledged. Henderson insisted that Opel will not take a big financial hit from the three-day test drive program because it is designed to operate in lieu of a big increase in incentives. Opel has already been testing the new program in its home market of Germany, and has so far logged 30,000 test drives.