Aussie back in charge at Holden
Holden
has not given up on number one in Australia, despite the departure of controversial company chief Gerry Dorizas.
With expatriate Aussie Mark Bernhard recalled from China to take the reins for the red lion’s transition from a manufacturer to an importer, his high-profile global boss has re-confirmed the overall ambition to return to top spot in Australia.
“We have the aspiration to be the number one,” says Stefan Jacoby, the president of GM International. “If it is 2020 to 2022, that is not that important. I think we need to have an aspirational objective. And that objective fits to what Holden has as a potential. It is an iconic Australian brand,” he confirms.
Despite Jacoby’s big dream, Holden sales slipped through 2014 and it is now the target of Hyundai as the Korean brand looks to move to number two in Australia – behind Toyota – inside three years.
The appointment of Bernhard is seen through the car business as a smart one for Holden. He was the first choice for Holden’s dealers when they led the push to unseat Dorizas, who rattled the foundations at Fishermans Bend during his brief eight-month time at the top.
Bernhard is seen as an Aussie with a keen business brain and the right experience for a company that’s in turmoil. But he still takes his orders from Jacoby, who is talking tough about the work that needs to be done.
“When we say we want to be the number one, we want to be the number one not only in respect of sales but we want to transform this business into sustainable profitability,” Jacoby says.
“I think we need to see this on a broader perspective. I think we are moving on all the elements of this business. We have initiated the brand campaign... we are improving customer satisfaction, we are working on a product portfolio.”
The target time for number one is still 2020, or perhaps 2022, with Jacoby confirming Holden will have 24 major new models and 36 powertrain combinations by the end of the decade to fuel the new push.