We’ve previously detailed Holden’s major headache revolving around its close aligning with the Commodore and its variants that have defined the brand for decades. Holden is aware of its branding issues, and has said it is beginning to put together a new brand strategy.
Motoring reports Holden will look towards the “New Australia” with its upcoming onslaught of product, and focus on the next generation of car buyers.
Mark Bernhard, Holden Managing Director and Chairman, made the comments during an end-of-the-year media function. He added if he were to choose one brand he wants Holden to emulate, he would name Mazda.
“Not just in terms of sales, but overall. They do a great job on brand, on customer engagement…” Bernhard said.
The first taste of the “new” Holden will arrive with an all-new Spark scheduled to launch in Australia in February 2016. Until then, many new products remain under wraps, including the 2018 Holden Commodore.
Comments
Is that the new Spark in the picture? Looks sharp. If it goes, Holden/GM might be onto something.
It’s an Astra. Don’t know why they’re bringing the next Spark here, though. The current one isn’t selling, much like most of their rebadged Korean piles of dump.
It is not the Spark. It will be an Astra or some other name there.
Bring that to Canada!
If the “New Australia” is anything like the “New GM” .. They’re in a bit of trouble I reckon.
That’s a good looking car. I’d like to see it come to the US with a bow tie in its grill.
If it comes here it will be a Buick..
Frank R / Scott3,
The ‘GOOD LOOKING’ car shown is the Astra J GTC, which has already been kicking around Europe since 2010. Astra J has just been superseded by Astra K, the hatch-back version of which hit the showrooms in November – so you definitely won’t ever see the current GTC in North America. The wagon, sedan and GTC variants of K arrive in Europe during 2016 … I suggest you all start lobbying Buick and Detroit now if you seriously want a piece of the action!
The only problem with this “New Australia” that GM are targeting is that they are all under 10 years old and years off a new car purchase. Also see the Astra sales figures, they are not that great and these small imported cars will not carry the brand.