Holden bids to design next-generation Cruze

General Motors’ global small car could be styled in Melbourne, not Korea

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Holden’s design studio in Melbourne is in a contest with other General Motors divisions across the globe to design the company’s next small car for the world.

The current generation Cruze sedan was designed in Korea but Holden hopes its style counsel can come up with a world-beating design.

The boss of General Motors Holden Mike Devereux told motoring.com.au at the Melbourne motor show: “The Cruze that we’re showing today has been in production for a couple of years. It’s time to figure out what we’re going to do with our next one already.”

While the Federal Government is deciding whether or not to resurrect the Green Car Innovation Fund – which helped pay for local Cruze production before the scheme was axed in January, nine years ahead of schedule – Holden is preparing for the next model any way.

“We want to do the next [generation] Cruze right here. [But] I’ve got to have a business plan for Holden; I have to understand what the business plan for the country is.”

Devereux said he had seen some early design studies. “All around the world we’re doing sketches, our team [at Holden] is doing sketches. I’ve seen the mainstream theme, it’s killer, and absolutely want to make that here.”

Devereux said the Cruze had exceeded GM’s sales expectations around the world and in Australia.

“I’m actually stunned by how well received the car has been,” he said. “In two years, almost everybody knows what a Cruze is. It’s a car; it’s a car from Holden; and it’s a small car.

“To be the best-selling [small] car in May … it’s astounding how quickly that car has ramped up in volume. When the hatch comes, given that half the segment is hatch, who knows what they can do?

“So we’re very optimistic about Cruze sales, and we obviously want to make the next gen Cruze right in Adelaide, no question.”

When asked if buyers bought the Cruze because it was now made in Australia, rather than Korea, Devereux said: “I think they are. It was a top selling car before we localised it. I think certain fleet customers really appreciate the fact that we’re building it here, and it actually is making a difference on the showroom floor.”

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