Holden has been overcome with an identity crisis as the brand’s image has sunk to an all-time low. It’s a problem discussed in detail by Holden marketing boss Mark Harland, but one that may begin to change with its latest creative partner.
Holden has selected creative agency The Monkeys to lead the launch of the 2018 Holden Equinox, which is expected to arrive in the coming months.
The brand has previously stated it has a major issue in marketing its vehicles to women, both younger and older. Harland reportedly told an audience the new agency must nail “car marketing to women.”
“We need to build the brand with younger demographics, with females, at the same time as what I like to tell my team is we’re putting our arms around and embracing our owner base, the people that have been with us forever,” Harland said in a previous interview surrounding its marketing and brand image problems. Holden New Zealand has previously said many younger consumers view the Holden lion as a “dad brand.”
The Monkeys will likely get right to work with such a short timetable on its hands as Holden continues to launch 24 new vehicles by the year 2020.