Surprise, surprise, fans of Australia's storied Holden brand are up in arms over the Commodore name gracing the flanks of next-generation sedan set for import from Germany.

Australians don't want the Commodore name to be used on what is essentially a rebadged Opel Insignia, when the locally-made Commodore reaches the end of its life at the end of 2017.

Holden diehards took to social media to air their displeasure, pleading with Holden to retire the Commodore name for good, much like Ford scuttled the Falcon name down under.

While fans are certainly upset the Commodore will shrink in size and no longer offer a V8 option, they're not upset over the the car itself just that it wears a beloved nameplate, many saying the Insignia will likely be a very good car, it's just not a Commodore.

Motivating Holden's decision is the marketing currency behind the Commodore name, while petrol heads are understandably upset, the majority of the car buying public knows and recognizes the Commodore name, more so than if it wore the Insignia badge.

"We believe this car deserves to wear the Commodore badge," Holden senior executive Peter Keley told Australia's Gold Coast Bulletin. "Yes some people will be upset that it's different from the Commodores before it, but Holden is changing with the times and this is a world-class car with world-class technology."

"We did extensive research with existing Commodore owners, Holden owners and non-owners, and with every group it was clear the car should be called a Commodore."

Aussies will get their first good look at the Commodore when Holden pulls the sheet on the next-gen saloon in December 2016, ahead of its showroom debut in late 2017.