How Tchibo and Opel Team Up for Coffee-Themed Car Marketing

In Germany, it’s hard to miss the Tchibo logo — the brand has evolved far beyond coffee into a retail giant selling everything from kitchenware to phone plans. But now it’s taking a surprising turn into the automotive space, collaborating with Opel to blend coffee culture with car buying. If you’ve ever wondered how unrelated industries team up for attention-grabbing campaigns, this is a prime example.

The short answer? Tchibo and Opel launched a special limited-edition Adam Jam in chocolate brown and cream white, with only 750 units available. Buyers or lessees through Tchibo also receive a free Cafissimo LATTE coffee machine (worth €199) plus 50 Tchibo coffee capsules — a unique perk tying coffee gear directly to vehicle ownership.

Why Tchibo Is More Than Just Coffee

Tchibo began as a coffee retailer but has transformed into one of Germany’s top retail players. Over the decades, the brand expanded well beyond beans — it now sells household goods, clothing, electronics, travel packages, and even energy services. Its retail footprint is massive, with stores across Germany, making it a familiar name far outside the coffee aisle.

Opel’s European Comeback and the Mokka SUV

Opel, a historic German carmaker owned by General Motors, had seen its market share decline for 15 years in Europe. But by 2013, it finally stabilized. That year, Opel’s leadership aimed for renewed growth even as the overall market improved slightly. In the first half of 2013, Opel gained market share in 11 European countries — with its compact Mokka SUV (known as the Buick Encore in China) becoming Germany’s top-selling SUV. The Mokka’s popularity hinted at a broader resurgence for the brand.

Tchibo x Opel: The Limited Adam Jam and Free Coffee Perks

To merge their brands, Tchibo and Opel introduced a custom Adam Jam model. This compact car came in two signature colours: chocolate brown and cream white — hues that nod subtly to coffee tones. Only 750 of these limited-edition vehicles were produced. Beyond the car itself, Tchibo sweetened the deal for customers who purchased or leased through their channels. Each buyer received a free Cafissimo LATTE coffee machine, a newly released model in the Tchibo range, along with 50 Tchibo coffee capsules. Importantly, the Cafissimo LATTE is a capsule-only machine, meaning those capsules are required to brew coffee with it.

What Is the Cafissimo LATTE?

The Cafissimo LATTE is part of Tchibo’s newer home brewing lineup. It’s designed for ease of use and integrates with Tchibo’s proprietary coffee capsule system. Unlike traditional espresso machines, it only works with pre-packaged capsules — in this case, the 50 included Tchibo capsules. This ensures consistency but limits brewing flexibility. The machine is part of the promotional bundle aimed at enhancing the value of purchasing a car through Tchibo’s network.

Frequently Asked Questions

What brands collaborated to offer a coffee-themed car promotion in Germany?

Tchibo, a major German retail and coffee company, partnered with the automobile manufacturer Opel to create a limited-edition Adam Jam car and offer coffee-related perks with vehicle purchases or leases.

How many limited-edition Adam Jam cars were made?

Only 750 units of the Tchibo-customized Adam Jam were produced, featuring chocolate brown and cream white colour schemes inspired by coffee aesthetics.

What free items did buyers receive with the Tchibo-Opel promotion?

Customers who bought or leased the car through Tchibo received a free Cafissimo LATTE coffee machine (valued at €199) and 50 Tchibo coffee capsules.

Is the Cafissimo LATTE machine compatible with other coffee capsules?

No, the Cafissimo LATTE is designed exclusively for use with Tchibo’s own coffee capsules. The 50 free capsules included in the offer are necessary for brewing with this machine.

Which Opel model became Germany’s best-selling SUV in early 2013?

The Opel Mokka, known internationally as the Buick Encore, was the top-selling SUV in Germany during the first half of 2013.

What was notable about Opel’s market performance in 2013?

After 15 years of declining market share in Europe, Opel stabilized in 2013 and achieved growth in market share across 11 European countries in the first half of that year.

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