Holden has announced it is investing $150 million across its Australian assets, including a new network of ‘Dealerships of the Future’ and a $7 million upgrade to its Lang Lang proving ground.
The Victorian testing facility turns 60 this year, and GM has already invested in its new emissions lab, but Holden is also set to resurface the 4.7km circular track.
Lang Lang will also continue to be used as an engine and transmission calibration facility for international markets catered to by Chevrolet, GMC and Cadillac.
Holden managing director Mark Bernhard says keeping Lang Lang as a primary part of Holden operations is important for its future as an Australian brand.
“Every vehicle wearing a Holden badge has been tested at Lang Lang. Holden vehicles will continue to be tuned and tested at our proving ground for Australian conditions and this track investment is a demonstration of how central Lang Lang is to Holden’s ongoing localization capabilities,“ Bernhard says.
In addition, Holden is set to build new-look Holden dealerships (pictured below) which Holden says will be a more welcoming place for customers with an “airport lounge-style layout, and “giant-size LED screens,” which will help customers make purchasing decisions.
“Holden is evolving our brand to appeal to a broader audience and nothing is more important in this journey than dealerships – they are the front line of our great brand,” Bernhard says.
“The experience people have at Holden dealerships is a key part of repositioning the brand in the hearts and minds of today’s Australians.
“Our ‘Dealership of the Future’ project is our opportunity to re-imagine these retail spaces and create a competitive advantage through exceptional customer experience and design.”
The new-look dealerships will first be seen in regional Victoria (Callaghan Holden, Warnambool) and metropolitan Brisbane (Village Holden, North Lakes).
Holden says they’ll also feature Nespresso cafes and concierge services.