GONGS AND MEDALS
TIME will tell why Gerry Dorizas left the top job at Holden suddenly this week.
Until he’s replaced, the dealers that have carried the brand with outdated cars will do even more heavy lifting.
Dorizas (pictured) had been at Holden barely more than a month when he declared the once-proud brand would return to No. 1 and topple Toyota by 2020.
It was a big call. Holden sales had just hit a 20-year low and it hadn’t been at the top of the charts for 11 years. Behind the scenes, Dorizas began blaming dealers for the company’s woes.
In an intended motivational speech to dealers, he told them to sell more cars. If only it were that simple. The dealers quickly got off-side, but they kept the faith selling a line-up that has been largely unchanged in the past few years.
Sure, Holden sales are up 1.3 per cent year-to-date in a market that is down 2 per cent. But most of that growth is from the Commodore’s bounce back from last year’s record low.
Holden has a handful of “new” cars coming next year; but they’re simply rebadged versions of Opel models that were withdrawn from sale last year after just 11 months on forecourts. Another monumental GM misstep.
Dealers don’t deserve the blame for the company’s predicament. They deserve a medal — but for their efforts with an ageing product range, Holden would be in much worse shape.