In the wake of last week's announcement that it will cease manufacturing cars in Australia, Holden has launched a new ad campaign to reassure Australian motorists that the brand is, in its words, "here to stay".
“Holden Dealers are open for business and the Holden brand is here to stay,” Philip Brook, Executive Director Vehicle Sales, Service and Marketing said.
“Over the next four years we have hundreds of thousands of world-class cars and engines to build locally and sell. Beyond that time, we will be offering world-class cars sourced for Australia from GM’s global network.
“Holden customers and potential customers can be assured that the servicing and availability of parts are all unaffected by the announcement, as are our warranty and roadside assistance programs."
The short 30-second video is frank about Holden's decision to shut down its Elizabeth and Port Melbourne plants, but affirms that the company won't be going anywhere.
It effectively puts to rest the recent rumours that GM would replace the Holden brand with Chevrolet, however those rumours had been quashed by Holden PR almost as soon as they sprung up.
For those who missed the announcement last Wednesday, Holden will shut down the production lines at its Elizabeth vehicle assembly plant and Port Melbourne engine assembly plant by the end of 2017. Some 2900 workers will be affected by the closures, with approximately 1600 in South Australia and 1300 in Victoria.
Holden's decision will also have a flow-on effect to Australian-based parts suppliers, who must now scramble to diversify their businesses in order to stay viable beyond 2017. Many, however, will be forced to shut down.