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Australian Muscle Car - - Muscle News -


Com­modore is be­ing ig­nored as Holden goes all-out for women and an up­scale new im­age in its 2016 sales pro­mo­tions.

De­spite the in­tro­duc­tion of two pro­grams in April, with a range of spe­cial edi­tions and a ‘Step up at Holden’ at­tack, the Com­modore is no­tably ab­sent.

In­stead, Holden’s mar­ket­ing team is fo­cussing on its un­der-per­form­ing SUVs and the rash of new ar­rivals – in­clud­ing the Spark, with­out Ba­rina in its name – in­tended to re­verse the South Korean-driven price push of the past few years.

Ac­cord­ing to Holden’s new ex­ec­u­tive di­rec­tor of mar­ket­ing, Geral­dine Davys, the com­pany is recog­nis­ing how peo­ple are us­ing their ve­hi­cles and re­spond­ing to that with “style, sub­stance and value”.

The new ap­proach sends a wor­ry­ing mes­sage about Holden’s fu­ture in V8 Su­per­cars rac­ing, which has never been shakier with all ma­jor con­tracts end­ing in De­cem­ber 2016.

De­spite well over a year of ne­go­ti­a­tions, there is still no news from Ryan Walkin­shaw on the fu­ture of both Holden Spe­cial Ve­hi­cles and the Holden Rac­ing Team. But Davys says Holden is re­spond­ing to re­search that shows peo­ple buy new cars when they have a need.

“Aus­tralians see their car as a sup­port­ing as­set to their lives, so we have de­signed our sales and new prod­ucts to en­sure we cater for a range of dif­fer­ent life stages,” she says.

“Three times more peo­ple are looking to buy a car when in­tend­ing on hav­ing a baby, so we are fo­cussed on making sure the child-friendly Trax and Cap­tiva SUVs – both with Isofix child seat at­tach­ments – of­fer ex­cep­tional value with low drive­away prices.”

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