Holden exports people, imports projects

Holden is just one of three GM affiliates that can develop a concept car and take it all the way through to production and sale.

"There's only a handful of places in all of GM's operations that can actually say that they can do all of those things..." reported Holden MD Mike Devereux during the introduction of the VE Series II Commodore to the press last week.

"GM has a number of places that can design, build and sell vehicles, but there are only seven of those around the world that have the capability of doing that -- and in fact there are only three places in GM that can do advanced design and build concepts [as well]."

Holden designers were responsible for EN-V Concept in Shanghai and the Volt MPV5 concept unveiled at the Beijing motor show earlier this year, says Devereux. But it's the company's work on the Chevy Camaro that has raised Holden's profile most within General Motors.

"Tons of Holden pride in that vehicle," Devereux commented.

"One of the things that Camaro highlights is that exports mean a lot more than they used to. We export ideas, people, designs, engineering... not just the cars and the engines that you would normally associate with exporting cars.

"And when it comes to people, Holden as an export organisation, actually has about five times the number of people out of this country on assignment than they do have people like me, who have come in to work at Holden. We're definitely a nett exporter of talent as well."

With Holden employees spread across the world, the reputation of the local manufacturer abroad is growing through word of mouth -- and that has led to work landing on Holden's own doorstep. While it was a necessity that Holden market a Cruze hatch for the local market once the Elizabeth plant began building the small car, the five-door model didn't need to be developed in Port Melbourne, but the local team bid for the job to develop the vehicle and won on their own merits.

"We're the design home room for the world, for this vehicle [Cruze hatch]," said Devereux. "It'll be built right here in Adelaide -- which we're supremely proud of -- starting next year. And it will also be built in other GM facilities."

The self-confidence and 'can-do' attitude of Holden staff -- something former MD Mark Reuss has mentioned in the past -- has a snowballing effect and it trickles through to the company's customers.

"One of the things that I think is amazing about Australia and about the Holden brand is the love affair that exists..." says Devereux, on that point.

"Before I got here, I heard a lot about Holden as a brand -- and in GM it's quite famous for its engineering prowess and what-not -- but until you get here and you actually see the connection that exists between the customers who buy it, the dealers, the people in the plant... people paying their own money to buy Holden hats and shirts... this is not the same as the brand love you have in other GM business units... it's something that frankly I heard about, but you gotta see it to believe it..."

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