Holden Lscape 500mm BLK sRGB
Holden’s plans for life after local production are proceeding at pace with the unveiling of a new brand image; a marketing campaign featuring leading Australian record producer and musician Flume; a preview of five new or upgraded models to be released over the next five months and a new extended test drive program.

Covering every facet of Holden’s marketing communications, the new Holden ‘master brand’ campaign ranges from an updated logo and a new website, to fresh television and social media activations for all models including the new Astra and Colorado.

Speaking at the announcement Holden’s General Manager of Marketing Communications and Digital, Natalie Davey said “We want Australia to re-think perceptions of Holden without losing sight of our proud history and heritage. Our history is precious to us, but we also need to challenge convention and redefine what Holden is and stands for in today’s Australia.”

Five new or upgraded models will be released over the next five months starting with just-released new Colorado Ute and to be followed by the new Trailbrazer (formerly Colorado 7) large SUV in October; Astra hatch and Barina in November; and a refreshed Trax compact SUV in January 2017.


In 2018, the seven-seat Acadia will further expand the SUV range.

These six vehicles will be part of the commitment that Holden made last year to deliver 24 new models by the end of 2020.

Commenting on this batch Holden Chairman and Managing Director, Mark Bernhard said: “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.”

The styling of the Holden lion-and-stone logo has been modified, with a brighter chrome finish and a new font.

Websites are now of major importance in attracting new customers with Holden saying that 62 per cent of visitors to their current site are new ones. They also need to be constantly refreshed and Holden’s new site has been designed to ensure a design that offers equal access to users of desktop computers, tablets and mobile phones.

As part of Holden’s Complete Care program potential customers will be able to take their choice of vehicles for an extended test drive of up to 24 hours. Called the ‘Take Your Time Test Drive’, it is the result of customer feedback that indicated that they were being distracted by the perceived pressure of having a salesperson next to them.

The extended test drive builds on a related program that Holden launched earlier this year which had Holden personnel meet prospective buyers at a location of their choice to test drive the Spark hatchback.

There’s no question that both Holden and Ford need to put in the hard yards if they are going to avoid sliding further down the Australian new-car sales ladder. Innovations such as the ones announced by Holden can only help its cause.

About Alistair Kennedy

Alistair Kennedy is Automotive News Service and Marque Publishing's business manager and the company's jack-of-all-trades. An accountant by profession, he designs the Marque range of motoring book titles, operates the company's motoring bookshop on the NSW Central Coast and the associated web site, as well as its huge digital and hard copy database. Whenever we can escape from the office he does so to cover new vehicle releases and contributes news stories. Alistair's other interests include cricket and family history on which he has written three books.
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