Separating the wheat from the chaff
Holden claims its new VE Commodore range has more model differentiation than ever beforeWith the launch of Holden's new VE -- the fourth generation standard wheelbase Commodore sedan -- the process of differentiating the entry level model from the premium variants has moved to a new level.
This is not a question of adding optional items but of changing the way the cars are built. The basic ‘architecture’ allows previously unattainable interchangeability of componentry.
As noted in our Omega model story (click
for more) VE design employs a ‘flex strategy’ so effectively that the one basic Commodore platform blankets what would be three whole brands in the US -- a value brand such as Chevrolet, a sports brand like Pontiac and premium brands (Buick and Cadillac).The new entry level Commodore Omega with its black door handles and cheap wheel trims on 16-inch steel wheels is more differentiated from the SS V riding on 19-inch alloys (20s are optional) in violent industrial orange (Ignition) with matching leather, ‘towering’ rear spoiler, out-there headlights and deep front bumper treatment, than was any previous base model. It’s a bit like parking a Falcon taxi alongside its Falcon GT-P sibling.
The paradox here is that even the entry level VE Commodore is engineered and equipped to a high standard. It is almost as if creativity was required to de-glamourise the Omega in order to permit the upmarket models to shine more brightly.
This is the opposite of the process used in earlier times, when all that was needed was extra chromework to justify the name ‘Special’ with rubber mats on the floor and heater an optional extra!
But there are still plenty of old (pre-Commodore) tricks in evidence as well as the new ‘flex strategy’. A 1971 HQ Belmont had no front armrests, while the Kingswood did, and the Premier had elaborately shaped ‘luxury’ armrests (and quad headlights, among other differentiators), while its dashboard was a slightly tizzied up variation on the Belmont theme.
The VE on the other hand not only provides a huge range of interior trim materials but two different ‘centre stacks’, which serve to provide a high level of differentiation between the interior treatments of the model types. The ‘Functional’ variants (Omega, Berlina) get a strong horizontal theme, while the ‘Performance’ SV6, SS, SS V aim at a cocooned, almost racecar, feel with deep vertical themes and no light colours.
Even items such as heater/air conditioning vents differ across the grades. Instrument lighting implies a new hierarchy of colours with green for the Functional versions, red for Performance and white for Luxury, while the design of the gauges themselves varies from model to model.
In summary, the experience of the quite comfortable Omega interior is so different from that of an SS V that the uninitiated might think they are completely different cars. And, in a sense, they are. While the Omega’s interior ambience is pleasant with good quality materials, the SS V presents like a car that should cost something like twice the price.
If nothing else, that makes the job in front of HSV’s designers and engineers more difficult than ever before…
A timeline of Holden model differentiationFor more than half a century Holden has worked on differentiating its cars. From the humble taxi pack Business variant of 1952, through the Special of 1953, the Premier of 1962, and the ‘options game’ of 1967, it was always important to tailor Holdens to attract the maximum catchment of buyers.
When the first generation Commodore cruised into town in 1978, a new level of luxury was supplied by the SL/E variant with (then) huge 15-inch cast alloy wheels, low profile tyres and crushed velour trim.
As shown below, we started with Standard, Special and Premier, and have progressed through Belmont, Kingswood (and Premier), the various letter games (L, SL and SL/E, for example) to Executive, Berlina and Calais. And now a range of seven quite distinct models...
1952 Business sedan joins the Holden.
- 1953 Special model introduced with leather upholstery, two-tone paintwork, extra brightwork and scale model tailfins, but there were no real functional advantages over what became by default the Standard model.
- 1962 Premier introduced with leather bucket seats, heater, metallic paint and whitewall tyres.
- 1968 HK brings hugely expanded range of options so that no two cars need be identical. Premier gets different grille and roofline.
- 1978 Commodore brings SL/E variant with well equipped interior and cast alloy wheels.
- 1993 Acclaim variant added to package safety features.
- 2006 Commodore range extended to seven clearly differentiated variants: Omega, Berlina, SV6 and SS, SS V, Calais and Calais V.
To read more about HSV's VE plans click
and keep an eye on CarPoint in the coming days for more insights into the new VE Commodore range…And don’t forget the August issue of Wheels (on sale July 26) which features the full and exclusive behind-the-scenes story on the development of the VE Commodore.
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