Unbeknownst to us, observers of Holden, General Motors' Australian subsidiary that has helped The General make some of its finest product, have wondered if the austral brand's identity would get swallowed up in the push to create a cohesive, global Chevrolet. Three products headed to the antipodes have aroused the question: although the Colorado pickup (pictured in Holden concept form) and SUV wear Holden badges, both have the Chevrolet twin-bar grille, and the Holden Volt has the twin-bar grille and a mashup of the Holden and Chevy logos.

The brand's CEO, Mike Devereaux, gave quizzical explanations for the styling choices, saying of the Colorado that "having one huge front grille on a truck this big, I am not sure it works," and that a new Volt grille wouldn't be cost effective. However, the Colorado certainly wouldn't be the first truck to feature a huge, unbroken grille, and the addition of the Chevrolet Bowtie surround to the Holden badge on the Volt cannot be a matter of cost.

Nevertheless, Devereaux did assure anyone concerned that Holden will remain proudly Holden. He wouldn't specify how, but alluded to "smart ways" of figuring out, from a design standpoint, how "to have an efficient way of giving us what we need from a Holden." That could mean new front and rear clips for Holden vehicles, or something else entirely. Even now, it's not all Chevy: the Holden Trax and Malibu will have bespoke Holden faces.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 14 Comments
      The Wasp
      • 2 Years Ago
      Sounds like he meant to say "Holden will remain proudly Holden as long as it doesn't cost more than about $10 per vehicle".
      Hazdaz
      • 2 Years Ago
      This really should be a non-issue. Holden being such a big part of the Aussie automotive landscape, it would be idiotic to try to convert the brand over to Chevy. Holden is a mass-market brand, and so is Chevy. There is no good reason that both Chevy and Holden should be in the same market. I just checked the Chevy Australia website and it looks like the only Chevys down under are reconfigured pickups for right-hand drive (not exactly a high-volume business), so for the most part, Chevy doesn't seem to exist down under which is a good thing. Holden is the more established name, so If anything, give them a few Chevy models, but let them rebadge them as Holdens. Have them share a design-language but still let them have their own unique models (Utes) that seem to only sell well down under.
      Keldon
      • 2 Years Ago
      Wow, if that exact truck were available here i'd seriously consider buying it for my next dd.
      • 2 Years Ago
      [blocked]
        Hazdaz
        • 2 Years Ago
        I gotta hear this explanation... OK, so how exactly would this save them ad money? Any commercials or print ads made for the Aussie market would have to be unique for the Aussie Domestic Market anyways what with the fact that they use the Australian dollar (and thus prices would be extremely different), and that they drive on the other side of the road (and thus the cars would of course be different). And that doesn't even factor that different markets tend to use different ads - a way to sell a product in the UK or Japan or China isn't necessarily going to be the same way as they might market it in the US. So tell me again how this would save them money??
      Avinash Machado
      • 2 Years Ago
      As long as they continue making large RWD cars they will be able to maintain their identity.
      Felipe Politano
      • 2 Years Ago
      Well, it seems that maintaining its identity is going to be an easy task for Holden. If the 'twin-bar-grille' is their problem, it is going to be over as soon as Chevy's new design language spreads throughout the rest of their lineup - remember, the new Traverse and Impala have already ditched the current identity in favor of a simpler blander grille. Now the folks at Holden just need to change the grille slats, slap a chrome strip on the top and call it a day.
      kingrat001
      • 2 Years Ago
      GM needs to bring over the designers and tell them to make the next generation Silverado and Sierra look as good as this does. GM seems to be going down the road that Ford spent decades on where their trucks looked bizarre for no apparent reason, culminating in the "melted" look of the early 2000's.
      Pete
      • 2 Years Ago
      Holden should and will disappear. I thought GM would make Opel the world brand but Chevrolet is will be. Next to go is GMC and Vauxhall. What to do about Opel? Looks like it should go too.
      Brian
      • 2 Years Ago
      I don't know that I agree with what was said about using the Chevrolet Volt front end on the Holden Volt. There was a another cost-effective option that I think would have worked much better than what was used- The Opel Ampera front end. The Opel badge is round, just like Holden's and the Opel front end is much more sporty-looking, much like the rest of Holden's lineup. It always seemed strange to me that they chose the Chevrolet front end over the Opel front end for the Holden Volt.
        Kai F. Lahmann
        • 2 Years Ago
        @Brian
        Because Opel themself is active in Australia. Also you'd need to use the whole Opel outside, else this looks like.. ehm... Japanese tuning ;)
          Robert Ryan
          • 2 Years Ago
          @Kai F. Lahmann
          Opel has not started selling in Australia. What it can sell is interesting.
    • Load More Comments