Next year, Holden Special Vehicles will diversify its product portfolio with two new imports, and they’re coming from America. The Chevrolet Camaro SS and Silverado HD will head to Australia via an HSV right-hand-drive conversion.
Shortly after the announcements, many presumed it was the beginning of the end for the Holden brand in general, but that’s not the case at all. Wheels reported on Monday that the Chevy bowtie won’t replace the Holden lion after executives portrayed confusion over the comments.
“Holden is here to stay,” Mark Harland, director of marketing, said. He explained the decision to retain the Chevrolet bowties with the Camaro and Silverado further.
“You couldn’t put a Holden badge on [Camaro and Silverado], people wouldn’t believe it,” Harland said. “These are iconic Chevrolet products. Chevrolet plays a role for the enthusiast and brings that into the family, but Holden has a place and there are no plans to change that branding whatsoever.”
However, he also acknowledged Holden will be a very different brand moving forward. The “Commodore Company” days are long gone.
“We’re no longer the Commodore car company. Nor are we the Colorado company. Buyer habits have changed and we’re continuing to adapt as well. Our future is very bright having a parent [General Motors] behind us,” he said.
Holden recently announced multi-million-dollar investments into its dealership franchise to overhaul its look and feel. The brand will also continue investing in the Lang Lang proving grounds where engineers continue to tune and hone GM products for Australia.