Holden police Chev entrée to civi-street

Holden's move to commence production of a police-spec long-wheelbase sedan for the North American market is a significant step towards the local carmaker re-entering the US civilian car market.

The local GM division announced its plans to offer a patrol-ready version of the Chevrolet Caprice WM-based model earlier this week. The car is a development of a version of the WM already sold to the Abu Dhabi police force in the Middle East

The car was displayed at the International Association of Chiefs of Police Conference (IAPC) in Denver, Colorado. And though Holden has defined the announcement as "a ticket to the dance," the Carsales Network's sources indicate, at the very least, the carmaker already has a strong indication to purchase from the Los Angeles Police Department (LAPD) -- evidence the fact the car was introduced to the IAPC audience by that police force's deputy chief, Charles Beck.

But while the volume boost from institutional purchases will be a welcome fillip to Holden's local production, the implications of the car hitting US streets in police trim are wider.

As many US local authorities follow police forces' leads in their purchasing decisions, wider demand for civilian versions of the Chevrolet-badged Holden is almost assured.

The incumbent vehicle, Ford's discontinued Crown Victoria, enjoys sales to a host of near-government agencies and utilities. In addition security firms and other private enterprise organizations often choose vehicles that closely match the local law enforcement agencies' cars.

The logical extension of demand is the return to US showrooms of a Holden built rear-wheel drive model. And that's even before you consider the tens of thousands of vehicles used by taxi and limousine services -- also traditional Crown Vic buyers.

In the sensitive period before the new police car publicly secures its first deals, local Holden execs are duly watering down expectations of a return to the wider US market for the VE/WM platform via Chevrolet. There's little doubt, however, that huge potential exists.

At the local announcement of the initiative, Holden's Executive Director Sales and Marketing, John Elsworth, was careful to stress the Police Patrol Vehicle (PPV) program was just that -- a police and emergency services opportunity.

"It's our head office in America that is driving this [police project]. They've asked for the car -- it so happens that we provide a vehicle here that perfectly fits the needs of what US police forces have evolved to.

"We'd like to think this is a much more modern version of the vehicle the [us] police currently buy. Better technology, better safety..." Elsworth told the Carsales Network

However, the sales chief did not go close to ruling out wider opportunities for the car.

"We'll wait to hear from the GM people in America on that... I'm not going to lie to you -- it's a fantastic opportunity. It's very much an entrée into a market and if there's upside and it allows us to create a [civilian] model that they [GM head office] want to sell as a Chevrolet [then] we're ready to create that for them. They determine that based on their needs as the Chevrolet brand custodians."

Elsworth stated that there has been no civilian 'ban' on the car Stateside.

"No, no, no... No-one shuts the doors on you -- that would be silly. They [Chevrolet] just haven't determined whether they think there is an opportunity

"The Caprice is a new product [for the USA] with plenty of boot space, plenty of legroom, rear-wheel drive and high performance engines. There's not actually a car anywhere in the world that delivers all that... At some point the Chevrolet people may decide they want the car. If they do it would be fantastic for us," Elsworth enthused.

In spite of some reports, the fact that worldwide GM marketing head and Holden 'champion' Bob Lutz has been quoted as stating 'current' product will not return to the USA rebadged is no handicap for the long-wheelbase Holden.

Though Lutz's sentiment would potentially keep a reprise of the Commodore SS based Pontiac G8 in the wings, Elsworth points out the PPV is the first appearance of WM-based car Stateside.

"This isn't a current model in America. The G8 was sold as a Pontiac but Caprice is a different product and it's now going to be transported over there for a different application."

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