Holden closing? Tell ’em they’re dreaming

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A new Holden campaign hit the airwaves at the weekend, aiming to dispel the misperception that the iconic brand is disappearing from New Zealand.

“As Mark Twain once said, the report of our demise is greatly exaggerated,” said General Motors Holden NZ managing director Kristian Aquilina, in a release.

“Some people thought incorrectly the closure of the factory in Australia last October meant the end of Holden altogether, but nothing could be further from the truth.

“Holden offers an award-winning range of cars, we’ve just launched the all-new Commodore and Equinox SUV and the incredible new Acadia SUV is waiting in the wings. We are enjoying a product renaissance and have a very exciting future to look forward to.

“From late next year, every new Holden will have the capability to be connected to the internet thanks to GM’s unique Onstar technology, offering customers connectivity and peace of mind like no other brand, delivering a suite of emergency, security, navigation, connections as well as vehicle management services.

“We are enjoying a product renaissance, and have a very exciting future to look forward to.”

“Together with our dealer partners, we’re also making a significant multi-year $50 million investment in the future of the brand in New Zealand across the areas of customer experience, facilities and people.”

Aquilina says the new campaign features “a face familiar to movie fans, whose famous lines have made their way into everyday use” – but the star’s name was inexplicably left out of the release.

“The new campaign will assure people Holden remains committed to New Zealand and is very much here to stay,” said Aquilina.

GM has played its cards close to its chest on this one – getting agency and film co credits was like pulling teeth. In fact, they gave us nothing!

M+AD believes the film company on the latest shoot was Thick As Thieves (their last job for Holden was Anti-Pash in November last year).

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