Holden launches 'Rewinding Roads' campaign
Social media campaign reminds Australians that Holden’s still here – for parts and servicingHolden has launched a campaign to remind us all that it’s still here for parts and servicing, despite the company closing down its showrooms and pulling out of Australia last year.
Dubbed ‘Rewinding Roads’, the social media campaign comes 12 months after Holden and its parent company General Motors announced it was killing off the Aussie lion brand, focusing instead “on markets where we have the right strategies to drive robust returns”.
The campaign uses historical images overlayed with current landscapes in an attempt to rekindle, if not maintain, warm feelings toward the brand and remind Holden owners that GM will honour all warranties and servicing offers made upon purchase – as it’s required to do by law.
It will also provide spare parts for at least 10 years, which is also a statutory requirement.
The photographs depict nearly every Holden model to be produced in Australia over the years, including a 1964 EH wagon and 1965 HD sedan, in the exact locations they were originally shown in advertisements, but reproduced to show the same location today.
Those locations include Holden’s Lang Lang proving ground in Victoria, the Sydney Harbour Bridge, a busy Aussie beach and Holden dealerships from years back.
GM has retained a national servicing presence from the remnants of the Holden dealer network, but sources indicate there’s been a substantial reduction in patronage of these outlets, with many buyers now steering towards independent workshops.
General Motors Australia and New Zealand managing director, Marc Ebolo, said in a statement that the ‘Rewinding Roads’ campaign, and its dedicated website, was “a simple way that Holden family and friends can come together to celebrate this iconic Australian brand”.
“It was always our intention to recognise the important contribution Holden has made in this country,” he said.
“With Holden continuing to service vehicles and provide parts to its many customers in Australia, we wanted to make sure this didn’t feel like an ending.
“Just as Holden drivers can keep using and enjoying their vehicles for years to come, we hope that this site can be enjoyed by all Australians.”
The collection of images can be viewed here or on YouTube.
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