Vauxhall Celebrates Its British Roots With ‘Brit’s What We Do’ Campaign

Vauxhall is leaning heavily into its British identity with a new campaign called ‘Brit’s What We Do’, bringing together the brand’s long UK history, its partnership with Team GB and one of its most familiar names, the Astra.

If you are wondering whether this is a new-car launch, it is not. Instead, the campaign is about reminding people where Vauxhall fits into British motoring at a time when the new-car market is becoming increasingly global and many familiar badges now sit inside much larger international groups.

More than 120 years of Vauxhall in Britain

Vauxhall built its first car in Britain in 1903 and remains one of the country’s best-known automotive names. The company is now part of Stellantis, but it still manufactures vehicles in the UK, including the Combo Electric at Ellesmere Port, which Vauxhall describes as the UK’s first electric-only volume manufacturing plant.

That makes the British theme more than a piece of advertising nostalgia. Vauxhall is clearly trying to connect its past with what it wants to be known for today, particularly electrification, attainable family cars and continued UK manufacturing.

Team GB gives the campaign a modern focus

The campaign also builds on Vauxhall’s role as the official automotive partner of Team GB on the road to the Los Angeles 2028 Olympic Games. Team GB ambassadors Emma Finucane MBE, Caden Cunningham, Jake Jarman and Andrea Spendolini-Sirieix are already being supported by Vauxhall, with the Astra helping them with training, competition and everyday travel.

It is a fairly natural fit for the campaign. Rather than relying only on old photographs and heritage, Vauxhall is linking its British roots to a younger generation of athletes and to a current model that remains one of the most recognisable cars in the UK.

Why it is interesting for car buyers

There is no new price, range figure or specification change attached to this announcement, so you do not need to rush to a configurator. What it does show is how Vauxhall wants to position itself over the next few years: recognisably British, increasingly electric and closely tied to everyday cars rather than luxury or niche products.

I think that is probably a sensible direction. Vauxhall has enormous awareness in Britain, but heritage only really matters if it still feels relevant. Linking the Astra, UK manufacturing and Team GB gives the brand a much clearer story than simply talking about how long the Griffin badge has existed.