Colorado reframing Holden brand

Colorado reframing Holden brand

Holden New Zealand is on a journey to reframe customer perceptions of the brand and the newly revitalised MY17 Colorado utility is another weapon in that marketing arsenal.

There is no doubt the Australasian media launch of the Colorado has been a drawn out affair, but Holden wanted to make a song and dance about the amount of specification and engineering that has been invested into the new vehicle.

Holden New Zealand general manager marketing Marnie Jane Samphier says the company has created a local television advertising campaign to project the vehicle to the broad audience that such a vehicle now attracts.

“In our New Zealand Colorado advertisement the driver could be perceived as a tradesman or a lifestyle block owner, or a recreational user, we leave that up to the audiences imagination, but its shows the broad audience that vehicle now appeals to,” says Samphier.


“We have also noted there is an increasing number of Colorado 4×2 variants to males aged under 30 in metropolitan centres,” she says. “This is definitely a growth area we intend to pursue.”

Samphier goes on to say that the New Zealand distributor is also lending more support to dealers during the launch campaign by assisting with loan vehicles for potential customers to drive as well as marketing collateral and support.

Holden New Zealand will be assisting dealerships in actively targeting existing Colorado owners, and making MY17 vehicles available to them to test drive when they bring their vehicles to dealerships for service.

So confident was the New Zealand GM distributor in the abilities and specification of its new Colorado pickup range that it took more than a dozen motoring media for a two day on road, and off road excursion, around urban Christchurch and rural North Canterbury.

The number of media on the drive programme reflects the fact that this segment accounts for 1 in 5 new vehicles purchases, or 21% of the new car market locally, and the buyer base has broadened from fleets and tradespeople to business executive and private family buyers.

The top of the line Colorado Z71 speaks to those private buyers and it features heated leather seats, dual control climate air conditioning, Apple Car play, and the revised MyLink infotainment system with standard navigation.

The new dashboard includes removable cup holders; the central colour touch screen is easily read and used, and the revised front and rear passenger seats are very comfortable.

This upscale competitor to the Ranger Wildtrak also comes standard with an integrated sports bar, deck liner, roll top cargo cover, integrated step in the rear bumper, and roof rails to complete the urban warrior look.

Local NZ aftermarket suppliers of bull bars, deck liners, and other dress up items are not going to be jubilant as Holden has created one of the biggest lines yet of factory-backed and guaranteed dealer-fit accessories for its new light truck, you name it, they’ve developed it.

The two-day drive programme left Auto Media Group in no doubt that the MY17 Colorado is hugely more refined, more comfortable, more precise, much quieter, and it has far more technology than the MY12 model which hit Australian and New Zealand dealerships in June 2012.

Holden has every right to be proud of the revitalised Colorado range which has had arguably the biggest mid-life production cycle enhancement yet in the history of GM products and puts the vehicle well ahead of the Toyota Hilux and on par, if not slightly in front of the market leading Ford Ranger.

Holden New Zealand has managed to hold pricing of the new Colorado 4×2 models at the same price as the previous MY16 models, while there is a $1000 increase for all new 4×4 MY17 Colorado models, justified by the greater amount of new specification added to it.

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