Could The Holden Brand Die With The Commodore?

by Derek Kreindler

Published: June 25th, 2014

The next Holden Commodore will come from GM’s European product portfolio, but it won’t carry the Commodore name either.

Aussie outlet Carsguide is reporting that despite pleas from Holden, GM is determined to kill the nameplate, since the new Holden large sedan will be so different from the iconic rear-drive model.

According to the outlet, GM may even mandate a name change to Chevrolet if they feel that Holden has become damaged goods following the shuttering of Australian factories, stating

A Holden insider told News Corp Australia last year the switch to Chevrolet could happen if General Motors believes the Holden brand image has been damaged by the shutdown of its factories.

“There is no emotion in this,” the insider said. “It will all come down to money. If General Motors thinks sales will go down because the Holden brand is on the nose, then they will switch it to Chevrolet.”

Marketing experts say it would cost between $500,000 and $1 million to rebrand each of Holden’s 233 dealerships nationwide, and that General Motors would likely foot half the bill for each showroom, forcing Holden dealers to pick up the rest of the tab or lose the franchise.

One Holden insider revealed that the company has been forced to conduct exhaustive research with Australian car buyers to prove the case to Detroit that the Holden brand is worth saving.

“The amount of money we’ve spent trying to defend the Holden brand to Detroit is ridiculous,” the insider said.

“But when executives from North America come out to Australia, they take photos of Chevrolet badges that people have fitted to their Holden (cars), and use that against us.”

The next Commodore (or large Holden) will reportedly come from GM Europe, rather than China or America as previously thought. Holden’s HSV performance division has been spotted with an Opel Insignia OPC test mule, while Holden will be selling a version of that car, as well as other Opel products, through their dealers.

The Insignia will never be as great as a rear-drive Commodore, but it will not be a bad product for a future marketplace that is ready to shift away from large Australian sedans. The move to kill Holden in Chevrolet is mind-boggling, as Chevrolet’s failed foray in Europe demonstrated loud and clear. In a market with over 60 brands, the smart choice is on anything but killing a beloved brand in favor of an untested, foreign replacement.

#Australia #Chevrolet #Holden #HoldenCommodore #Opel #Vauxhall

Derek Kreindler

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RollaRider10 on Jun 26, 2014

Surely Opel's foray into the Australian market in 2012/2013 proves that Aussies don't really care for "new" European brands.

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- RobertRyan on Jun 26, 2014
  
  Which emphasis's the huge problem GM has in trying to keep some profile in Australia.
  
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- Pacificpom2 on Jun 26, 2014
  
  No it's because OPEL pitched it's models at a premium price. Just because it's a "Euro" doesn't mean we fall over and fawn over it. We admire the tech and engineering but we also appreciate value for money. What we got in the OPELS's we could buy in a Mazda 6/Aurion for lesser money, or more to the point why spend that much on a smaller car. Perceived "euro" cachet and engineering could only take the OPEL's so far. Now that Holden, or GM or shudder Chevrolet will import them the premium shouldn't be too great or even match or undercut the Japanese On the demise of the Holden nameplate, GM is acting like the British motor industry, deleting and erasing the names (and history) that have been supposed. How many times has this forum lamented the demise of Oldsmobile, etc.. Holden should stay or become GM not Chevrolet as there are no Chevrolet models coming. We have or will have, GM Korea and GM Opels. I also note that GM didn't banish Vauxhall to the scrap heap when they also import/build Opels. Chevrolet = Daewoo in the UK/Europe. The precedent has been set. Holden should stay to keep it's history alive.
  
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05lgt on Jun 26, 2014

Holden and Chevy both carry baggage and have valuable recognition. Strong companies would hire someone without a stake in either brand to do some research and decide based on what's going to help sales. Letting the BSD's throw money at whatever knee jerk decision they "gut feel" is a great way to throw money (away). Badge every Daewoo as a Cadillac in Oz for all I care. Make up something new. Keep Holden and spend the $ on repairing the brand after the shutdowns instead of changing dealerships. WHO CARES? DO WHAT EVIDENCE SHOWS WILL MAKE MONEY! Don't let the BSD's "design" a study that includes a few stupid pictures of swapped badges. I could use that method to "prove" that Acura should invert the logo and sell Civics.

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