The current Holden line-up is a mixed bag of Korean, U.S. and local offerings all with a different feel, none feeling quite as distinct as the home grown Commodore. Ed Welburn, Vice President of GM Design, admits the current line-up is not consistent, saying Holden is a “portfolio that needs improvement.”
This news comes as Australia’s Car Advice reports on Welburn making a visit to Australia to show Holden dealers the future product planning currently in the works, which has dealers “thrilled.” Welburn stopped short of saying which country Holden vehicles would take more design language from, but we’re pretty positive Holden will be majorly influenced by Germany’s Opel.
The incredible Buick Avenir concept shows Aussie design is alive and well inside Holden, which also has us raising a brow as to Holden’s position within global design. We think it would slot in quite well as a cousin to elegant Buicks influenced by the classy design direction Opel has taken as of recent.
Nevertheless, General Motors is striving to ensure every vehicle in the Holden line-up will narrow the gap between such different design as the current line-up does.
“The portfolio should be so consistent that the customer doesn’t know if it came from Korea or Australia or Germany or Mexico,” tells Welburn, who added that currently the Holden line-up is a “portfolio that needs improvement”.
“They can co-exist if they have the same design language and the same feel and the same goal, they can co-exist if the portfolio is consistent, and if it’s not consistent then you’ve got a problem.”
Welburn would not commit to a proper timetable of when we would see the narrowing of design take place, but we do know the trip he made down under occurred eight months ago where he revealed the upcoming line-up to Holden dealers.
“I would just say that when I was in Australia less than a year ago and I showed that portfolio to the dealers, the dealers were thrilled, thrilled,” he told.
“It was like the future of the Holden brand and the portfolio that they will get is as strong if not stronger than at any other time in the brand’s history. I just feel very good, and that group of dealers that I met with felt very good.”