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Geneva show: Holden US exports Chev SS, PPV only

Designs on success: Global GM design chief Ed Welburn is fond of the Holden brand and holds the Australian design studio in high regard.

No US exports for Holden Ute or Sportwagon, no Euro push: GM design boss Welburn

Holden logo6 Mar 2013


EXPORTS of the Australian-built Holden VF Commodore to North America will be limited to the Chevrolet SS sports sedan and Caprice PPV police car, with no plans to push into other markets such as Europe, according to General Motors vice-president of global design Ed Welburn.

“Those (SS and PPV) are really the only two,” he told Australian media at the Geneva motor show overnight.

“There is a lot of interest in the ute, there always is, but we have got so many other vehicles that are taking a higher priority,” he said.

“As interesting as it is, (the ute) doesn’t quite make the cut.”

It has been suggested that the Australian-engineered Zeta platform that underpins the Commodore and Canadian-built Chevrolet Camaro could live on as a ‘legacy’ product for future vehicles – perhaps even built in the US.

Asked about this, Mr Welburn laughed and said, “that’s a new one”, but said the answer was no.

He expressed fondness for the Holden brand, his respect for the talent present in the Australian design studio and said he felt positive for the iconic Australian car-maker’s future.

“I know it (Commodore) is an important vehicle, we all take it very seriously,” he said.

“I feel really, really good about the future of the Holden brand ... what it needs to do is be relevant in Australia.

“The Holden brand is very important to General Motors and to me personally. I have real, real fondness for the brand and for the people who work at Holden design.

“I am in and out of there on a regular basis whether it is virtually or personally and they are very busy working on future Holden product and they are very busy working designs for other brands in General Motors globally it is a talented studio with some great people.”

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