A race driver, a world champion surfer, a freestyle motocross rider and a legendary rock musician walk into a bar… Hmmm, not really, but the quartet is the latest addition to one brand's list of ambassadors.
That brand is Holden Special Vehicles and it's about to find out whether the celeb appointments are going to help it sell cars. HSV has assembled the trio of sporting heroes and a famous rocker to help define what the brand stands for… For those who didn’t already know.
HSV has for years talked about broadening its appeal beyond the hardcore staple of Holden versus Ford fans – and has done so by increasing the technology and performance of its vehicles. Now it has enlisted the help of brand ambassadors to help drive the message home.
So, how do these four earn their keep?
“Sporting heroes help show the competitive nature of the brand. All these guys are successful in their own right,” says Tim Jackson, general manager of marketing at HSV.
“[Race driver and Bathurst winner] Garth Tander is at the racing heart of what we do. He’s the ultimate professional; he shows the pedigree of the brand and the link to the race team," Jackson states.
“[World champion surfer] Joel Parkinson projects more of a lifestyle element. The guy who might have a young family can still go surfing – by putting his board in the back of a Tourer [Clubsport wagon]. And [freestyle MX rider] Robbie Maddison gets every moment he can out of life. He’s competitive, he pushes things to the limit….
"It reinforces what our brand is all about. Brands need to stand for something. Yes, we stand for performance, but it’s also about freedom of expression.”
That’s why HSV also has legendary rocker Ian Moss from Cold Chisel on the books.
“Ian Moss is slightly older, more statesman-like. A lot of the guys who buy our cars are either into Cold Chisel or grew up in that era, so there’s a sense of connection. It’s also about HSV attitude.”
It’s important, says HSV, that brand ambassadors are genuinely passionate about the cars they drive, rather than just being in it for the money or the glory.
“When we rang Ian Moss to organise a time to deliver his Senator he actually asked if he could fly to Melbourne so he could drive it back to Sydney,” said Jackson. “And he did.”
Tander has had an HSV company car as long as he has been driving for the factory race outfit, Holden Racing Team. But he insists he still gets excited by choosing his next one.
“I’m lucky. I get to choose whatever HSV I want. I’ve had GTS sedans for years but I’m now on my first Senator. I just wanted something different. There’s no mistaking that it’s still an HSV, but it’s not as in-your-face as a GTS.
“You can still get basically the same performance and driving experience that you do out of GTS. The GTS is an awesome car and, when you take it on the track, it’s just incredible how much ability it has. But I’ve got a race car, so on the street I want more comfort,” Tander said.
Motocross superstar Robbie Maddison, originally from the sleepy hamlet of Kiama on the NSW south coast, very nearly took up a career as an electrician. But his apprenticeship was cut short after being blinded in one eye.
After recovering a couple of years later he ditched the sparky trade and resumed his passion for motocross riding. It’s fair to say he hasn’t looked back since, breaking numerous world records – and resetting some of his own. Since becoming National Amateur Moto-X champion at the age of 16, he has gone onto much greater heights – and lengths, holding the Guinness World Record for the longest jump.
Maddison spends most of his time in the US competing on the motocross and FMX circuit there, but he drives a HSV Maloo when he comes back to Australia.
“It just reminds me of home. I always loved the Maloos when I was growing up. There’s nothing like it anywhere else in the world.
“I have six cars now and to get into the Maloo it’s just like a pat on the back - it’s a reward for me. I love the power, I love how it looks, and I love how comfortable it is. It drives like a performance car but it’s a ute.
"I think the Americans would go nuts for something like this,” Maddison enthused.
Having learned to surf from the age of three, Gold Coast’s Joel Parkinson finally reached the peak of his sport in July this year. He was finally ranked the world surfing number one for the first time in his career after a strong showing at the South African round of the Billabong Pro. But ‘Parko’, as he’s known, also has another passion away from the beach: cars.
Having started out in an old VK ‘Vacationer’ wagon, through his HSV sponsorship the 30-year-old surfer now has the ultimate expression of the Commodore cargo carrier: a HSV Clubsport R8 Tourer.
Parkinson previously owned a 2002 Maloo, which he described as the favourite car he’s owned.
After trashing numerous Commodore wagons over the years, Parkinson’s suddenly scared to get this one dirty. He says he’s not going to put the surfboard on the roof any more.
“I don’t want to get the paint dirty. Even though it’s on the roof in the HSV TV ad, I’ll probably put my board in the back, with the seats folded down.”
Parkinson did all his own ‘stunts’ during the filming of the TV commercial – in the ocean and behind the wheel.
“It was down at Bells Beach. The surf was absolutely freezing. It was the middle of winter. I had a wetsuit on and normally I’ll surf in any conditions, but it was still a lot colder than what I was used to at the time. “
"At least I got to drive my new car. The one you see in the ad is mine…"
So, will all this sell cars?
HSV's Jackson is realistic. “They may not sell cars directly, but they create a halo effect for the brand. And ultimately, it might help persuade someone, or reaffirm their decision to buy.”
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