Holden Commodore 2018 will become elite

Holden's new Commodore will push away more affordable versions of the European brand's traditional luxury models.

The new Holden Commodore, built by Opel from Germany, will target low-cost European models in addition to its usual competitors when it launches here early next year, according to its maker.

The new Commodore will face the likes of the Kia Optima and Sonata, Hyundai i40, Ford Mondeo and Mazda6 as it shifts down the segment to compete in the sub-$60,000 mid-range class rather than traditional big cars.

However, the new Commodore could enter more premium territory occupied by the entry-level Mercedes-Benz C-Class, BMW 3 Series and Audi A4, as well as Volkswagen Passat and Skoda Superb cousins, if Opel Insignia's European positioning offers a hint.

According to the company's vice president of design, Mark Adams, Opel is resisting traditional luxury marques that have been pushing into mainstream territory with their base car models.

Speaking earlier this week at the Geneva Motor Show and the public debut of the Insignia, Mr. Adams said: “Our key role is to balance this car. We have been attracting premium brands to us for a long time now and we felt this was a car that we needed to push back a bit."

“Why do we always think they are coming into our space? And we think we have a car that exudes an aura of premium at a much better price. So if you're not a brand snob, you might find a better balance.

"We felt it was important and in line with what Holden needed to do."

The new Commodore can be bought over the base European variant, which starts at $55,000 to $60,000, depending on the model, but that will depend on final specs and pricing to be confirmed ahead of its launch here next year.

While the outgoing Insignia is competitive with models like the Mondeo, the new version will pair well with some more premium offerings, Mr. Adams said.

“We know we can make great products, so we want to fight back a little, and this is a great car that can do that. There will be other things that we think we can stand firm on and have nothing to worry about in this context. In this particular segment, you really need to be concerned about that because premium executive cars play a big role in this space, so we need to be able to show ourselves in that,” he said.

“Today's car (current generation Insignia) performs very well in the UK and similar places compared to the usual competition. So we think that this car will allow us to come back even stronger, and it fits very well with what should happen in Australia as well.”

According to Mr. Adams, there is a certain similarity in the requirements of different countries where the car based on the Insignia will be sold.

“When trying to piece together the different needs from different regions, many of them are very consistent in what they are trying to achieve,” he said.

“Yes, you have to customize it differently to suit specific customer needs, but at the same time, if most of the toolbox is consistent, it can make a big difference for everyone.”