is battling to retain its homegrown supporter base as the reality of its manufacturing shutdown begins to hit home.
The decision means that by 2018 there will be an Opel Insignia as the family-car contender but likely to be carrying a Commodore badge, with no homegrown V8 for the first time since 1968 and no car-based ute for the first time since 1951.
Holden got the news from the respected research company, Roy Morgan, in June after a survey of more than 5000 customers.
The result shows the number of people who plan to buy a Holden has dropped by half in just five years.
Comparing the result, the number of Holden ‘intenders’ in 2010 was about 14 per cent of the total sales figure, but that had dropped to just 7.4
Australian Muscle Car per cent by the middle of 2015.
The Morgan research is reflected in Holden’s sales result through the first five months of the year, which saw it fall to third place overall behind Toyota and Mazda. It’s also within striking range of Hyundai, which continues to grow its support base in Australia.
The news from Morgan prompts a predictable response from Peter Keley, the executive director of sales at Holden.
“Intention to buy goes with market share. Our market share is falling, are we happy with that? No,” says Keley. “Are we going to grow? Yes. “We all wake up every day to take a step forward to be number one. We are not getting up to be number two.”