Final Aussie Commodore: Holden defends Director name
Peter Brock’s polarising Commodore inspires farewell luxury editionThe decision to name one of the three Australian-made Holden Commodore farewell editions after Peter Brock’s infamous Director is undoubtedly the most controversial aspect of the launch of the trio of MY17 models.
The VL Calais-based HDT Special Vehicles Director was the last car Brock built before Holden terminated their relationship in 1987 because of the Bathurst legend’s determination to fit it with a device he called an energy polarizer.
But rather than focus on that, Holden says it chose the Director name, which also was applied without controversy to an earlier VK-based Director, to recognise Brock’s ambition to build a world-class sports luxury car – a goal to which the modern-day Calais V-based version also aspires.
The Director joins the SS-V Redline-based Motorsport Edition sedan and Magnum Ute in an MY17 line-up designed to farewell the locally-developed and built Commodore, which ceases production on October 20 after 38 years and four distinct generations. It will be replaced by an imported German model badged as a Commodore but based on the new Opel Insignia.
All three cars broke cover at the launch of the 2017 Red Bull Holden Racing Team at Holden’s Fishermens Bend headquarters today.
Holden product marketing general manager Ben Lasry said the decision to go with the Director name would “evoke a lot of passion”.
“We are looking at it quite objectively around his [Brock’s] intent back then to build the best sports luxury car he could,” Lasry said.
“Holden has been in contact with the family and they are on board with our strategy and understand the positioning and all we are doing. We are acknowledging that people will associate the break-up with the car, but we are looking at it from a different level as a tribute to what a true sports luxury car should be,” he said.
Director isn’t the only special-edition to celebrate Brock and his association with Holden. The Motorsport Edition is designed to celebrate the Commodore’s strong record in touring car racing and especially the Bathurst 1000, which Brock won five times in various Commodores. Indeed, the Motorsport Edition’s option code is KOM and stands for King of the Mountain -- a title sometimes applied to Commodore, but mostly to Brock.
Lasry confirmed there had been internal debate about naming the Motorsport Edition ‘Bathurst’, given Commodore has won 'the great race' 24 times.
“We wanted to lead on Motorsport because Commodore has been successful in other events, not just Bathurst,” he explained.
“It has won Sandown nearly as many times, for example. It’s won a multitude of other races and formats.
“It’s not only a touring car, it’s been a Supercar and it’s been a number of things, so we thought that was the right fit for what we are trying to celebrate over that 38 years,” Lasry commented.
The Magnum badge also links back to Brock and HDT Special Vehicles, as a short run of long-wheelbase WB Magnum sedans and utes were built in the early 1980s.
Three million sales Lasry also stressed the Commodore story stretched wider than Brock and motorsport, with more than three million sold since October 26, 1978, when the first VB rolled off the line. It led the Australian new car sales charts for 15 years from 1996 to 2010 and won a record five Wheels magazine Car of the Year awards.
“Everyone has a Commodore story,” Lasry said.
But with only 1450 special-editions available for public sale, demand is almost certain to outstrip supply.
Holden employees and dealer principals were offered a chance to register their interest in their own allocation of a few hundred cars last November, while members of the public have been officially able to do the same since mid-December.
As of yesterday, about 2000 people had put their name down for advance info on launch day, many of them placing deposits before the release of any details.
"Dealers are saying that there is a high level of interest in all V8 Commodore at the moment," said Holden product communications manager Mark Flintoft.
"The limited edition inquiry is very high even though Holden has confirmed few details."
The good news for those who want an MY17 Commodore but miss out on the special-editions is that the standard range of models will continue being built throughout the year.
While it's already been publicly confirmed that the SV6 manual and Calais Sportwagon have been deleted from the range, the full line-up and details of equipment and pricing won’t be announced until next week
Holden’s executive director of sales Peter Keley said balancing supply and demand had proved a challenge.
“We will only know we are right or wrong at the end,” he admitted.
“You want a balance between making sure the car is accessible to true, passionate people -- which is why we have made special allocations available to employees and dealers; to allow the true passionate retail customers full accessibility to the car.
“So we have tried to pitch it where that true passion lies,” Keeley stated.
“The last thing you want to see is a discount price on it somewhere. But at least you make it accessible so it’s not a situation where the cars come straight on to the black market and it becomes an opportunity for people to gouge and take advantage. We have tried to balance that out.
“It’s about creating the right opportunity for each of our loyal groups. The customers have been loyal; the dealers have been loyal and our employees have been loyal,” he said.
Further MY17 Commodore reading:
Holden Director review
Holden Magnum review
Holden Motorsport Edition review
Final Aussie Commodore: Magnetic attraction to special-editions
Final Aussie Commodore: Holden confirms three farewell specials
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