Holden may not build cars anymore, but that won’t stop it from dominating race circuits in the Supercars series. The brand’s marketing director Mark Harland sat down with the series, and in a report published on Wednesday, said motorsport will remain a key element in its marketing mix.
He said Holden’s goal is to underscore the fact that it’s still an Australian brand even after assembly lines fell silent last October. Holden manufactured cars in Australia for 69 years.
“We want to represent Australians and the things that they love to do. Part of Holden’s DNA is motorsport, so we’re going to continue to show the people who love motorsport that we’re in it to win with a great new car,” Harland said.
Not only does Harland find Supercars an integral part of the brand and Australian heritage, but he said the series offers a place for the ZB Commodore to prove itself. The new Commodore is built in Germany and twinned with the Opel Insignia Grand Sport.
“The new ZB looks great and is fast, and we’re doing the same with Colorado, so I think it makes a statement that Holden’s not going anywhere,” he said.
“Winning on the track is a proof-point for the people that may have some doubts about a Commodore that’s built somewhere else in the world.”