HHoollddeenn’’ss sseeiissmiicc sshhiifftt
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.”