Holden has launched a new advertising campaign this week, signalling the arrival of the long-awaited Volt extended-range electric vehicle.
The new television commercial, which aired around Australia last night, also marks the beginning of a campaign to put the wider Holden range in front of buyers that would not normally consider the brand.
Titled "Change," the new commercial sees Holden move beyond the "Go Better" slogan it has used since 2008. The company's marketing director, Simon Carr, said this week that the new direction is a response to consumer research.
"We wanted to understand what came to mind when they thought of our brand," Carr said. “Did Holden and our products continue to inspire consumers, did they think we were fresh and exciting, did they think we were doing well?"
“We saw that despite revitalising our portfolio over the past 18 months, some car buyers weren’t aware of the change we’d been making to our line up."
Carr said that with the upcoming local debut of the Volt - sold in the US as the Chevrolet Volt, and in Europe as the Opel Ampera - Holden will be offering technology that some buyers "may not associate with the Holden brand".
Beyond the Volt, the "Change" campaign was proposed to show buyers that Holden is "more than the Commodore car company," with the Cruze, Barina and Captiva all strong sellers, and the all-new Colorado now available.
“Put simply, we’re not just about large cars and as a brand we’ve got some work to do with the next generation of car buyers to get into their consideration set," Carr added.
The Volt goes on sale in Australia later this year.
About the Volt
The Volt is driven primarily by a 111kW/368Nm front-mounted electric motor, paired with a small 1.4 litre petrol engine, the latter powering a generator that keeps the electric motor's lithium-ion battery pack charged.
Holden boss Mike Devereux is confident that the Volt will be a success in Australia, describing the car as "one of the most technologically advanced cars on the road anywhere in the world".
“Volt will make driving more economical, more environmentally-friendly and will fundamentally change the way Australia thinks about alternative transport solutions," Devereux said at the Volt's Australian unveiling in December.
“This is the start of something big for Holden and Australia.”
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