Holden VF Commodore: marketing funds up 40 per cent

The Holden VF Commodore will attempt to shake the fleet-focused image of Commodore models past, as Holden bills its new large sedan as a “sophisticated” offering.
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“The traditional way of launching a Commodore, in the good old days, was to do a big launch with the car belting around corners and appealing to the sport customer,” says Holden marketing manager for large cars Kristian Aquilina.

“I think we’re going to take it very much down the luxury path, more refined.

“The whole aim for more sophistication and refinement goes across both sports-luxury models… [Calais V and SS V]”.

Aquilina admits that it will be a challenge to change people’s perceptions of large cars – whether it’s that they are too big, too thirsty, or not technologically advanced.

“We’ve got a lot to do to challenge those perceptions,” he says.

“The car has enough substance not only in its design but also the features and the technology to change minds about it.

“Our job is to not necessarily revert to the way we’ve marketed Commodores past. ‘Sophisticated’ is the right word. It’s been our catch-cry…”

“I think we’ve got enough [marketing] grunt behind it to do the job.”

There’s certainly grunt available, with Holden managing director Mike Devereux (above) confirming that Holden has “40 percent more marketing funds” to use in 2013 compared with last year.

“There’s a couple of things that you’ll see us talking about,” added Devereux. “Number one, in a way that no car ever conceived and created in this country has ever been able to say, it [VF] is a world class execution in technology, in features, in everything…

“So I’d say the way we’re going to approach it is … you’re seeing a significant increase in our marketing investments, you’re seeing [Holden] connecting with iconic sporting properties like the Collingwood football club and the NRL – the Holden Kangaroos, the Holden State of Origin.

“We’re proud of our roots. We also want Australians to realise that this is an embodiment of what you can do in this country”.