Holden execs seeking Bathurst love

Bathurst is back on the map at Holden.

The heartland brand is making motorsport a greater priority as it looks to rebuild its shattered showroom results and put some extra urge into the new-age Commodore.

As Commodores make the Supercars pace at the 2018 Supercheap Bathurst 1000 , Holden’s recently-appointed executive director of marketing, Kristian Aquilina, is at Mount Panorama (accompanied by chief designer Richard Ferlazzo) to wave the flag for the red lion.

“We’re here to unlock the latent love,” Aquilina told motoring.com.au earlier today.

“Who wouldn’t want to be a part of Bathurst? We’re into motorsport. Part of the story of Holden emanates from motorsport over the past 50 years.

“We’ve got a big job to bring people along the journey with us. We’ve got a great story to tell with ZB Commodore. This is an audience that is predisposed to motorsport and they can become our ambassadors.

“We have probably got some room for improvement on how we communicate that car. I’m happy to admit that we have made some mistakes. The car does deliver. Just in a different way,” the Holden marketing chief opined.

Holden had been easing away from motorsport over recent years, putting a greater focus on other markets including young women and even a sponsorship of Sydney’s Gay Mardi in preference to its efforts in Supercar racing. It has also significantly reduced its spending in Australia’s premier motorsport, despite backing the multi-million-dollar investment in the latest ZB Commodore racer and the efforts of the Red Bull Holden Racing team under pitlane general Roland Dane.

This week Holden 'unveiled' a virtual time attack racer intended to highlight the company's retention of in house design and virtual modelling skills.

Aquilina is reluctant to admit any mis-direction on motorsport, talking instead of the drive for the future.

“Holden didn’t walk away from motorsport. It has certainly transformed its involvement and done some right-sizing for the situation we find ourselves in,” Aquilina says.

“I don’t think there has even been a walk-away. There is not a year we have not been involved, unlike some of our rivals.”

Aquilina is not promising any extra cash commitment for Supercars, but is present at Bathurst to show his support.

“Money is not why we are here. We invest heavily in the sport. It’s appropriate to the conditions. We’re here to make sure the dollar stretches as far as it can.”

Aquilina and Ferlazzo have brought a tricked-up Commodore VXR -- with bolder styling reflected in a black roof, dark wheels and sportier stance -- to Bathurst for feedback from fans.

“It’s a slightly more aggressive looking vehicle. We’re looking to garner some feedback from the punters here,” Aquilina says.

“There is no question that the design of the new Commodore, for some of the traditional Commodore lovers, is something they are getting used to.

“What Commodore has always been is something more masculine, and noticeable on the road. The new version is a little bit of a departure from that...

Aquilina believes motorsport still has an important role for Holden, tapping into its history while writing new chapters through Supercars.

“It’s heritage and part of the story of Holden. What a great way to invigorate a brand that’s part of the social fabric of Australia. There are great stories.

“Our drivers are begging us to get the Commodore story out there.”

The Holden marketing chief is barracking for a Commodore win in the Great Race and the #1 HRT Commodore is odds-on favourite through Jamie Whincup and Paul Dumbrell (pictured), but he is not focused on a single car or team.

“It would be great to see them prevail, but there are plenty of other Holden teams.”

Holden is ready and willing to shout about success at Bathurst but Aquilina says the days of full-page advertisements in daily newspapers are well in the past, thanks to new-age media and the internet.

“We are very proud of our achievements on the track. And very proud of what we’ve done with the ZB Commodore on the track. It’s a great demonstration.

“Full-page advertisements used to be the way we did it, but now the social media channels are the right way and we can communicate directly with our fans,” he stated.