Holden Under Fire For Supposedly Ripping Toyota Motto In New Tagline
9
Sponsored Links
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.
- Sweepstakes Of The Month: Win a Corvette Z06 and 2024 Silverado. Details here.
Sponsored Links
*sigh* This reminds me of a local tea business my wife and I support and love. They grow or sustainably source all their tea and herbs, mix the blends themselves and sell at a few places locally here in North Alabama. A couple years ago a company out in San Francisco sent them a legal cease and desist letter on their name only because they used the name of a russian tea making device, called a samovar, in their name. Because the local business is small and was newer at the time, they couldn’t afford the legal battle so they changed the name. Dumb Dumb Dumb.
I in no way thought of Toyota when I read about Holden’s new slogan.
I’m not an English major, but I can be just as pedantic as Toyota.
“Let’s Go Places” – Which place? It’s indeterminate. Here, there, anywhere!
“Let’s Go There” – Where? There. Right there. Not over thar! Specifically, right there!
If the English language had a central language regulator that decided such matters of semantics, I might have a case. But it doesn’t, and the closest it has to such thing is a prominent dictionary published by Oxford.
Send the lawyers in.
If I drove a Toyota the only place I would want to go is some place no one would see me it that kind of car.
Thanks Peter, that gave me a good laugh. Still chuckling as i type.
The only places I should like to go with Toyotas are junkyards.
I don’t particularly like Holden’s new tag line but this is a load of bullshit. Who cares if it’s simular to Toyota USA’s tag line. Toyota Aus have used ‘Oh What a Feeling’ as their tag line here for over 20 years so in my mind it is a storm in a tea cup! Holden’s best tag line was ‘Drive On’ circa 2001, the last time they were number 1. Perhaps they should revisit the past, however their current lineup is woeful, except for the Commodore, and renewing the lineup should be their main focus. That is what is really keeping the customers away, not their marketing campaign.
Toyota use “Oh What A Feeling… Toyota!” in Australia and that’s never going away. If anything Toyota Australia wouldn’t want to sue Holden and be identified with a different tag line.
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.
What a joke, if they understand Australian customers better, why has their market share fallen so much in 2014. Apart from Commodore, most other categories are in decline.
GM, you have successfully trashed a once very respected brand and are alienating loyal customers. Get on with providing competitive products instead of the lame Korean products that Australians are shunning. At least Ford has been trying to introduce good Euro product -Holden did have Opel product, which grew the brand.
Now, GMH is quickly becoming a ‘bit player’ in our market!
Shame on you GM!
I actually saw the Toyota slogan during the Superbowl (only intended to watch the half-time show) and when I later noticed the Holden slogan I assumed there was an agreement to use the same slogan in Australia. It was only now that I actually Googled it where I noticed the slogan was actually different.