Holden, long known as The Commodore Car Company, is ready to ditch the branding in New Zealand. In fact, according to Stuff, Holden has a long way to go to rid itself of a “dad brand” image.
Holden New Zealand general manager of marketing Marnie Samphier stated most young buyers told market researchers Holden is “a car brand for my dad”. Ouch.
“What we found was no real surprise,” said Samphier. “People had a genuine love and affection for Holden, but they felt it was a brand for somebody else, not for them. Younger people in particular told us ‘it’s a brand for my dad’. It validated what we’d thought all along.”
“Our researchers told us they had never seen such a consistent response from such a broad range of people.”
Holden has recently made major strides in branding and marketing, as well as rolling out new vehicles aimed at audiences Holden wouldn’t normally cater to. And that’s going to be the mission moving forward: continuing reaching consumers that would never consider the brand in the first place.
Thus far, the new Holden branding is showing signs of life. Holden NZ reports only one percent of sales for the old Barina Spark were to consumers under the age of 30. Now, that figure has risen to 30 percent.