Obviously, Ford own the 'F Series' name with their long-running range of pickup trucks, so the existing nomenclature of E Series, E Series 2, etc., could not be continued. Similarly, 'F1' carried the potential for legal and marketing clashes of an even greater magnitude.
"It was obvious, from the beginning that we were going to have to adjust our approach, because F Series or F1 wasn't going to work" said HSV Director of Sales ' Marketing Tim Jackson.
"We had three basic objectives. Firstly, we needed to ensure we referenced our vehicle's relationship with Holden's VF. Secondly, we have a new generation vehicle so we wanted to use language that people would find easily relatable. And finally, we wanted it to be simple."
"GEN-F almost picked itself", added Jackson.
The range was revealed on May 15, with HSV adding that customers will be able to view the new GEN-F vehicles in HSV showrooms from mid-June, with sales to follow soon after.