Holden announced a major marketing and brand direction in its “Real People, Real Reactions” announcement. Watching through the end of the initial ad spot reveals what we knew was on its way to Oz: the 2017 Holden Astra.
The 2017 Astra, which will replace the locally-manufactured Holden Cruze, was revealed at the end of the campaign launch video. The spot has guests adoring a de-badged Opel Astra hatchback, only to reveal it as the latest from Holden.
“Our new advertising campaigns reflect our brand transformation, starting with the re-launch of the Holden brand led by Astra and the innovative Colorado ‘Truck Swap’ campaign,” said Holden’s General Manager of Marketing Communications and Digital, Natalie Davey.
The 2017 Holden Astra features an ever so slight nip-tuck in the front fascia and Holden’s reimagined, more premium lion icon.
“Our lion icon is now presented in a more premium chrome finish, consistent with the badging on all our vehicles. We’ve also updated the font, moving to a more sophisticated upper and lower case combination,” said Davey.
“These are subtle yet significant changes balancing our respect for our iconic logo with the need for a fresh feel.”
Among the additional vehicle introductions are the 2017 Holden Trailblazer, 2017 Holden Trax, 2017 Holden Barina and 2017 Holden Acadia.
“The vehicles we’ve revealed reinforce our commitment to introduce the finest global vehicles for Australian customers. The Acadia will be sourced from the US, the Astra from Europe, and the Barina, Trax and Trailblazer from Asia. Holden is in a unique position where we can provide our customers with the best of the best from around the GM world,” said Holden Chairman and Managing Director, Mark Bernhard.
The 2017 Astra, Trailblazer and Barina will arrive by the end of 2016, while the Trax arrives in January of 2017. The Holden Acadia is due to reach Aussie shores in 2018.