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16.7.06

Holden launches its billion dollar baby 

—noticeably referred to as ‘’, as the post-2002 became ‘ Daewoo’—delayed its launch by 20 minutes: first advertised as webcasting at 10.30 a.m., the web page then went to 10.40, and then 10.50 a.m. Australian EST. However, the Calais V, the SS V and the Caprice were just launched at the Melbourne Convention Centre and over the web at Ninemsn.
   Screen grabs from the event follow.




Official pics follow—interestingly, they were uploaded after the event, so there were no photographs with embargo dates, as are common in the .



   We have seen so many spy shots of the car that this was not a huge surprise. What was emphasized was that this was a billion-dollar programme, and that the Commodore is a car designed by Australians to world-class standards. (The irony is that this was delivered in an American accent by Holden boss Denny Mooney.) Which perhaps goes some way to supporting my theory that getting the of one product right can push the entire nation’s , getting Australia into the new and profitable sectors.
    shifts are hard to do without one champion product, but would be wise to piggy-back off this, just as piggy-backed off the hype surrounding .
   It might not mean that Holden’s brand itself will find strength—why else have the GM name endorse it (except to indicate the car’s intent)?—although the Commodore will be a strong halo product. Whether it can overcome the negativity of the Daewoos at the bottom end of the range is another story.

Del.icio.us tags: Holden Holden Commodore VE Commodore cars nation brand nation branding branding Australia innovation marketing
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Comments:
Update: Rupert Murdoch’s News site reports: ‘Holden believes its latest Commodore has all the ingredients to woe back its audience.’ In other news, petrol prices rose 5¢ in New Zealand today.  
I think it's rather disappointing, the styling seems uninspired in the preview photos.
Perhaps it will be better in the metal?  
I know, Robin, that was my feeling, too. In Holden’s defence, the large-car sector is usually not known for pioneering stylistic steps (though I can think of some exceptions, such as Chris Bangle’s BMW 7-series). Holden may have been wary of how the EA169 Falcon flopped for Ford in the late 1990s. But I do hope the car looks better in the metal. If anything, the bulk of the thing certainly will turn heads.  
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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