Five influential and inspiring Australians have been announced as Holden’s inaugural ‘CARstodians’, with the group to front Holden’s campaigns, commencing shortly.
The carefully chosen group includes actors Matthew Le Nevez and Claudia Karvan, chef and restaurateur Luke Nguyen, pro-surfer Nikki Van Dijk and fashion entrepreneur Jane Lu.
Holden is excited to step into new territory with the ‘CARstodians’ campaign, as it redefines its brand for today’s Australia and continues to execute its long-term plan to launch 24 new vehicles by the end of 2020, giving Australian customers the best, most advanced, most comprehensive vehicle portfolio in Holden’s history.
Holden’s retail campaigns, comprising a suite of compelling service and technology focused offerings, will take on a new sense of style and sophistication as the company focusses on becoming the most customer-centric automotive brand in Australia.
Speaking on the announcement, Holden’s Executive Director – Marketing, Ms Geraldine Davys, said “We are thrilled to have Matt, Claudia, Luke Jane and Nikki on board. They capture the very essence of today’s Australia – real, clever and bold Australians making their mark here and on the world stage.”
The line-up of talent, referred to collectively as Holden’s ‘CARstodians’, will feature in advertising and customer promotions that focus on customer experience beyond a car’s functional benefits.
“Initiatives such as the biggest Lifetime Capped Price Servicing program in the country, for every Holden ever built, are proof of the laser-like focus we are putting on the customer. And we have been at the forefront of introducing smart new technology, like Apple CarPlay and Android Auto, that our customers just love”, said Ms Davys.
“With our ‘CARstodians’ on board we will now tell our retail story in a way that’s sure to stand out from other automotive companies.”
“I’m thrilled to join a great roll call of Holden CARstodians. As a brand, Holden represents passion and authenticity, values that are important to me in my work and my life,” said Le Nevez.
Actress Claudia Karvan said she is thrilled to partner with the iconic brand. “Its past is distinctive while its aspirations and vision for the future are exciting”, she said.
Of the partnership, renowned chef Luke Nguyen said “When it comes to food, I’m a perfectionist – and working with Holden I see they share that same passion. I have fond memories of Holden cars and I’m excited to be part of its evolution in Australia”.
Rising Australian pro-surfer Nikki Van Dijk said the partnership with Holden is a perfect fit, considering the amount of time she spends on the road. While Jane Lu, one of Australia’s most exciting start-up success stories, said “I’m pinching myself to be working with such an iconic, exciting and inclusive brand as Holden, alongside such inspirational fellow Australians”.
The CARstodians will be seen in television and digital channels for Holden’s new products and customer centric offers.
Photo: © GM Corp