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Holden Introduces its First Five “CARstodians”

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Holden's CARstodians

Holden has announced the names of its first five “CARstodians”—individuals who act as brand ambassadors by appearing in a new ad campaign kicking off this month.

These “CARstodians” include: Claudia Karvan, the star of ABC’s Jack Irish and the films Daybreakers and The Heartbreak Kid; Matthew Le Nevez, graduate from the National Institute of Dramatic Art best known for playing Dr. Patrick Reid on Offspring; Jane Lu, CEO of Showpo; Luke Nguyen, host of Luke Nguyen’s Vietnam, judge on Masterchef Vietnam, and co-owner of Red Lantern in Sydney and Fat Noodle in Sydney and Brisbane; and Nikki Van Dijk, Victoria’s own 2012 World Junior champion and current World Surf League competitor.

“We are thrilled to have Matt, Claudia, Luke, Jane, and Nikki on board,” said Geraldine Davys, Executive Director, Holden. “They capture the very essence of today’s Australia—real, clever and bold Australians making their mark here and on the world stage.”

The five “CARstodians” will be integral in Holden’s marketing as it looks to bolster sales for 2016 and build toward 2020, by which time the brand plans to have launched 24 new vehicles in Australia. The ads will posit Holden as a trendy brand focused on harmonizing performance, couture, technology, and sophistication.

“Initiatives such as the biggest Lifetime Capped Price Servicing program in the country, for every Holden ever built, are proof of the laser-like focus we are putting on the customer. And we have been at the forefront of introducing smart new technology, like Apple CarPlay and Android Auto, that our customers just love,” added Davys. “With our ‘CARstodians’ on board, we will now tell our retail story in a way that’s sure to stand out from other automotive companies.”