Not even a week has gone by since General Motors’ Australian arm, Holden, launched its new multi-million dollar brand campaign and the company is already under hot water. The brand campaign launched this past Sunday and introduced Holden’s new tagline “Let’s Go There.”
If the motto sounds a tad familiar, that’s because it’s strikingly similar to Toyota’s U.S. tagline “Let’s Go Places.” Worldcarfans.com and Carxmotor.com were quick to point out the similarities to the two mottos and called it “virtually identical” to Toyota’s. We can certainly see the similarities, but Holden is backing up its newfound brand campaign explaining the motto fits Holden’s bright future ahead.
“Let’s Go There was conceived and developed in Australia for our market,” said George Svigos, Holden’s executive director of corporate affairs. “Holden has an exciting future and Let’s Go There is perfect to support how we communicate this to customers.”
At this time, Australia’s Drive reports Toyota has not confronted Holden about the tagline, and has not returned the publication’s request for comment.
Paul Harrison, a senior lecturer in consumer behavior at Deakin University, said the slogan conflict wasn’t likely to impact either Holden or Toyota’s sales either.
“Judges are normally interested in how these cases affect a business’ bottom line and I would say there is probably very little affect at all,” Dr. Harrison told Drive.
This makes sense when boiled down. The Aussie public isn’t aware of the Toyota tagline, since it is used exclusively in the U.S. market and frankly, taglines don’t sell cars: good product does, and Holden is working night and day to ensure that bright future its promising its home market.
Regarding the campaign, Holden’s marketing director, Bill Mott, was outspoken about Holden’s future and its upcoming product saying, “The new campaign has been developed from five core truths: Holden’s future is bright, there will be a next-generation Commodore, Holden understands Australian conditions and customers better than any other brand, Holden has a wave of exciting new models on the horizon and our dealers across the country are focussed on world-class customer service now and in the future.”
We know the next-generation Commodore is already hitting the Lang Lang proving grounds in Australia, and either the Chevrolet Camaro or Corvette Stingray will become the brand’s new hero vehicle. The rest, we await eagerly as time marches forward.