Holden down, nearly out as post-manufacturing sales tank

Holden sales have slipped inexorably since it exited manufacturing in Australia begging the question – what genius decided it should stop making the all-Australian car?

The company, which once sold 100,000 big sedans a year and even a few years ago controlled 10 plus per cent of the market, sold a miserable 2,863 cars in September.

This is the GMH’s lowest monthly sales figure since it began making Holdens locally in 1948.

The company is now the number 10 car company in the country, with not one of its vehicles among the country’s top ten sellers in September according to VFACTS.

What a far cry even from its final days as a manufacturer when it made large Commodores and small Cruze cars in Adelaide.

Sales have been steadily declining this year as the company struggles to cobble together a convincing rage of vehicles from its disparate global sources.

Having sold off its European subsidiary Opel to PSA Goup it can’t rely on Europe for its vehicles, though it still sources its forgettable Commodore from there.

Its flagship US vehicles are not made in right hand drive form, so Holden has no model to replace the Monaro and no RHD muscle car to sell against Ford’s Mustang.

It offers four SUVs, three of which are barely distinguishable from each other.

And cars from its GM Korea subsidiary are just not well regarded in the Australian market.

While Ford and Toyota’s sales are buoyed by sales of their Hilux and Ranger 4×4 utilities, Holden’s models are just not selling in pretty much every sector of the market.

Perhaps Holden is suffering the revenge of the marketplace.

In a sense it betrayed Australian consumers who held the brand in high esteem and even subsidised it to the tune of millions.

It is consumers who are making their judgement.

Picture: Holden Commodore

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