Despite Rumors of Chevrolet Takeover, “Holden is Here to Stay,” Executives Say
Holden Special Vehicles (HSV) last week confirmed that it is bringing the Camaro and Silverado into the fold, offering both products as right-hand drive models for Australian customers beginning next year. But neither the Camaro nor the Silverado will be wearing Holden’s lion mark; instead, both will be brought in as Chevrolet models with their recognizable bowtie badges intact.
This has led to speculation that General Motors is considering offing the Holden brand altogether, having recently completed its transition to a full-line importer. Enter Holden Director of Marketing Mark Harland, who looked to quell rumors of a brand takeover at a recent media event, confirming for one and all that “Holden is here to stay.”
“You couldn’t put a Holden badge on [the Camaro and Silverado], people wouldn’t believe it,” Harland said. “These are iconic Chevrolet products. Chevrolet plays a role for the enthusiast and brings that into the family, but Holden has a place and there are no plans to change that branding whatsoever.”
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At a separate event, Holden Managing Director Mark Bernhard was similarly straightforward, saying that the brand is “getting prepared for a future in a significantly changing industry, it’s an exciting time, and Holden is here to win. We’re putting our money where our mouth is.”
Holden also recently announced a $150 million investment in a “Dealership of the Future” project, which will be rolled out over the next three years and is expected to result in 10 dealerships per month being revitalized by 2018. Given the amount of money being poured into marketing the Holden name, it seems unlikely—and unreasonable—to make a switch to the Chevy brand.
“This investment is an indication of our confidence in our plan, our product portfolio, and our bright future in the Australian market,” Bernhard said of the project.
News Source: Wheels