Holden has lost significant standing in Australia since announcing it will exit the local manufacturing industry in 2017, but the lion brand remains focused on the future.
Along with introducing new European models in the years ahead, Campaigns like the recent Home Ground Advantage program will likely play a significant role in improving Holden’s standing in Australia.
The carmaker has taken a major hit in recent years, with the announcement that it will soon close its Australian manufacturing operations stirring concerns for the brand’s longevity.
Year-to-date sales for the brand have fallen 10.1 percent on the same period last year, dropping from 35,429 to 31,853 at the end of April.
Holden remains the third best-selling brand in the country and its future is far from grim, but without a significant boost, it could lose its top-three spot to the giant-slaying Hyundai, just 1030 sales behind the lion brand.
In fact, Hyundai has beaten Holden’s monthly sales for the past three months in a row, despite being 5.5 percent down on its April 2014 effort.
There are positive signs for Holden's future, however. The company has confirmed it will launch 24 new models over the next five years, with around one-third of them sourced from European stablemate Opel.
The company has also relaunched the Astra badge in Australia, returning the three-door versions of the Opel-made cars to the market this month.
Holden will look to those models as image-building 'halo' cars, carrying the banner for the company's push to become a more aspirational brand.
The 'new' models arrive on the back of Holden's new "Let's Go There" advertising campaign, developed to "chart a bright and winning future".
“Holden’s future is bright, there will be a next-generation Commodore, Holden understands Australian conditions and customers better than any other brand, Holden has a wave of exciting new models on the horizon and our dealers across the country are focussed on world-class customer service now and in the future," Holden marketing boss Bill Mott said in January, outlining the "five core truths" the brand will push in the year ahead.
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