If history is any indication, trademarks registered for Australia generally don't mean much beyond the brand protection steps taken by most multinational companies. But, in the case of the Camaro trademark, extra work has gone into ensuring it covers all elements of the sale process.
Holden has registered Camaro under Class 16, 25, 35 and 37. These relate to:
Class 16: Stationery, pens, pencils, playing cards, posters, stickers, decalcomanias, flags and banners made of paper, promotional material in this class, coasters made of paper, magazines and publications; calendars and diaries; postage stamps; printed material in this class
Class 25: Clothing, footwear and headgear excluding clothing, footwear and headgear made from foam plastics and clothing, footwear and headgear made for water sports
Class 35: Advertising, promotion and public relations relating to motor vehicles, sports involving motor vehicles and the motor vehicle industry; wholesaling and retailing services in this class relating to the sale of motor vehicles and parts and accessories for motor vehicles; advertising, promotion and public relations relating to entertainment, cultural and sporting events
Class 37: Maintenance, servicing and repair of motor vehicles; maintenance, servicing and repair of parts and accessories for motor vehicles; roadside emergency services for motor vehicles; installation, maintenance, repair and servicing of vehicle theft detection, notification and tracking systems and apparatus
Class 35 and 37 registrations are the most revealing, because they cover the trademark for use on a vehicle, as opposed to just marketing material.
This suggests Holden has plans to sell the Camaro in Australia, likely a converted right-hand-drive version of the Camaro imported directly from the United States of America.
As we revealed earlier in the year, we're expecting HSV to change its operating name to Walkinshaw from 2018. According to financial documents lodged by Premoso Pty Ltd (the company that operates HSV), a line item dedicated to operating lease expenses over a five year period have increased by almost 300 per cent, indicating that the brand’s move to importing and converting more left-hand-drive vehicles could be imminent.
This could mean that the Camaro will sell as a Chevrolet under the Walkinshaw banner, as opposed to wearing a Holden badge. It's also likely to be a more expensive Camaro ZL1 that gets importing, which uses a 6.2-litre supercharged LT4 V8 engine.
It produces 484kW of power and 881Nm of torque, capable of moving from standstill to 60 miles per hour in just 3.5 seconds. The reason for a step up from the standard 6.2-litre naturally aspirated LT1 V8 is likely to be price.
If Holden imports the Camaro SS (which is comparable to the Ford Mustang GT), it will cost around $30,000 more to sell due to conversion costs. The ZL1 on the other hand could sell for around $100,000, placing it in a territory HSV customers have more recently become accustomed to.
Either way, we'll keep an eye on the situation and bring you more details as they come to hand.
Would you be excited for a go fast Camaro? Would you be offended if it wore a Holden badge?