Holden’s bat­tle

Australian Muscle Car - - Muscle News -

Holden

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.”

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