Holden launches its billion dollar baby
Holden—noticeably referred to as ‘GM Holden’, as the post-2002 Daewoo became ‘GM Daewoo’—delayed its VE Commodore launch by 20 minutes: ﬁrst advertised as webcasting at 10.30 a.m., the web page then went to 10.40, and then 10.50 a.m. Australian EST. However, the Calais V, the Commodore SS V and the Caprice were just launched at the Melbourne Convention Centre and over the web at Ninemsn.
Screen grabs from the event follow.
Ofﬁcial pics follow—interestingly, they were uploaded after the event, so there were no photographs with embargo dates, as are common in the media.
We have seen so many spy shots of the car that this was not a huge surprise. What was emphasized was that this was a billion-dollar Australian programme, and that the Commodore is a car designed by Australians to world-class standards. (The irony is that this was delivered in an American accent by Holden boss Denny Mooney.) Which perhaps goes some way to supporting my theory that getting the marketing of one product right can push the entire nation’s brand, getting Australia into the new and proﬁtable sectors.
Nation brand shifts are hard to do without one champion product, but Australia would be wise to piggy-back off this, just as New Zealand piggy-backed off the hype surrounding The Lord of the Rings.
It might not mean that Holden’s brand itself will ﬁnd strength—why else have the GM name endorse it (except to indicate the car’s export intent)?—although the Commodore will be a strong halo product. Whether it can overcome the negativity of the Daewoos at the bottom end of the range is another story.
Del.icio.us tags: Holden Holden Commodore VE Commodore cars nation brand nation branding branding Australia innovation marketing Posted by Jack Yan, 01:23
Update: Rupert Murdoch’s News site reports: ‘Holden believes its latest Commodore has all the ingredients to woe back its audience.’ In other news, petrol prices rose 5¢ in New Zealand today.
I think it's rather disappointing, the styling seems uninspired in the preview photos.
Perhaps it will be better in the metal?
# posted by Robin Capper: 7/19/2006 10:59:00 AM
I know, Robin, that was my feeling, too. In Holden’s defence, the large-car sector is usually not known for pioneering stylistic steps (though I can think of some exceptions, such as Chris Bangle’s BMW 7-series). Holden may have been wary of how the EA169 Falcon ﬂopped for Ford in the late 1990s. But I do hope the car looks better in the metal. If anything, the bulk of the thing certainly will turn heads.Post a Comment
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