Holden’s bold plan to ‘de-bogan’ its image, appeal more to Chinese and Indian buyers

[Express]

Is everyone's friend Josh desperate for a story or pulling his own leg

Holden’s bold plan to ‘de-bogan’ its image, appeal more to Chinese and Indian buyers


21 February, 2016
Joshua Dowling, News Corp Australia Network


HOLDEN wants to “de-bogan” its image and appeal to a “modern Australia” — by targeting buyers of Chinese and Indian heritage.


At a top secret meeting with its network of national dealers this week, Holden said it would “realign” the brand to appeal to a broader range of buyers as it prepares to shut its Adelaide car factory in late 2017 and switch to solely imported vehicles.



With local Commodore production ending in 2017, Holden wants to reshape its image. Picture: Supplied.Source:Supplied


The change comes as confidential industry figures show the number of people who intend to buy a new Holden has halved in the past three years, from 14 per cent of all prospective buyers to about seven per cent today.

A veteran Holden dealer, speaking on condition of anonymity, told News Corp Australia, the iconic car brands wants to “de-bogan” its image, even though Holden has spent the past 68 years “wrapping itself” in the Australian flag.

Holden historians attribute much of the company’s success to being thought of as an Australian brand, even though it has been owned by US car giant General Motors since 1948.

But Holden spokesman Sean Poppitt said the company had to move with the times.



General Motors made Holden look Australian-owned, now it wants an international flavour. Picture: Supplied.Source:Supplied


“We recognise Australia is changing and the brand needs to change with it,” said Mr Poppitt. “Australia is a multicultural melting pot and we want to broaden our appeal to all buyers.”

Holden posted its lowest sales in 23 years in 2015; it last led the Australian new car market 14 years ago.

Holden has already started to widen its customer base. Two years ago Holden offered a $500 discount voucher as part of Chinese New Year celebrations.

The company insists it won’t turn its back on its Australian roots.



The Holden Sandman tribute edition ute, released in 2015. Picture: Supplied.Source:Supplied


In the past two years Holden has revived the iconic “Sandman” from the 1970s, built Collingwood AFL football club limited editions of the Commodore, and become a multimillion-dollar sponsor of the NRL Football State of Origin series.

But Holden says it can’t escape the changing profile of new-car buyers.

“Two of the largest immigrant groups in Australia are from Chinese and Indian heritage,” said Mr Poppitt.

“Holden isn’t sold in either of those countries, so they’re not familiar our brand and they need to understand what Holden stands for and the cars we sell.”

This reporter is a Twit: @JoshuaDowling

http://www.news.com.au/technology/in...82e55af1bb29&=

[FalconXV]

Originally Posted by Express

Is everyone's friend Josh desperate for a story or pulling his own leg

The latter, and by leg you mean his tiny middle stump

[GasoLane]

Originally Posted by Express

Is everyone's friend Josh desperate for a story or pulling his own leg

Actually the best part of the article was yours

"This reporter is a Twit: @JoshuaDowling"

[MethodX]

Ford could use a similar plan... sorry I meant the Ranger motor company

[Trump]

Josh Dowling...

[CyberWasp]

I think they should be trying to chase cowboys, because all they will have going through their showroom after 2017 is tumbleweeds.

[Windsor220]

Next minute there is no Holden name and they are rebranded Chevy.

[P6LTD351]

Originally Posted by Windsor220

Next minute there is no Holden name and they are rebranded Chevy.

This was always going to be the case. Anyone who thinks this won't be the case is living in dreamland.

Fact is, Holden never really existed after it ceased building carriages and cars for other makers such as Ford, and was bought by GM...it was always just a name. It's not called Holden anywhere else in the world except NZ.

Once Australian manufacturing ceases...Holden is entirely dead. A car company that imports cars that aren't even Holden? Mazda import Mazdas, Ford will import Fords...massive difference.

Holden Camaro?...As if...will be a Chev every day of the week.

[DFB FGXR6]

Originally Posted by P6LTD351

This was always going to be the case. Anyone who thinks this won't be the case is living in dreamland.

Fact is, Holden never really existed after it ceased building carriages and cars for other makers such as Ford, and was bought by GM...it was always just a name. It's not called Holden anywhere else in the world except NZ.

Once Australian manufacturing ceases...Holden is entirely dead. A car company that imports cars that aren't even Holden? Mazda import Mazdas, Ford will import Fords...massive difference.

Holden Camaro?...As if...will be a Chev every day of the week.

I know where your going with this and I agree but the Vaxhual brand still exists when their range consists of rebadged Opels and other GM product.

[Windsor220]

Originally Posted by P6LTD351

This was always going to be the case. Anyone who thinks this won't be the case is living in dreamland.

Fact is, Holden never really existed after it ceased building carriages and cars for other makers such as Ford, and was bought by GM...it was always just a name. It's not called Holden anywhere else in the world except NZ.

Once Australian manufacturing ceases...Holden is entirely dead. A car company that imports cars that aren't even Holden? Mazda import Mazdas, Ford will import Fords...massive difference.

Holden Camaro?...As if...will be a Chev every day of the week.

They are in a bit of a predicament really.

On one hand the Holden name has a lot of pull in Aus but its mainly with the bogan crowd that only drive Commodores and its predecessors. Commodore will stay on but be changing to a FWD everyday hauler similar to Aurion.

On the other they have all the migrants and new generation Aussies that dont know or care what a Holden is and with out Commodore it now has to compete directly with Toyota and co.

So do they keep the name and try and rebrand it or do they change it and alienate the people that have grown up with the brand?

[P6LTD351]

Originally Posted by Windsor220

They are in a bit of a predicament really.

On one hand the Holden name has a lot of pull in Aus but its mainly with the bogan crowd that only drive Commodores and its predecessors. Commodore will stay on but be changing to a FWD everyday hauler similar to Aurion.

On the other they have all the migrants and new generation Aussies that dont know or care what a Holden is and with out Commodore it now has to compete directly with Toyota and co.

So do they keep the name and try and rebrand it or do they change it and alienate the people that have grown up with the brand?

If I was GM...I would rebrand. Chev has more street cred IMO. Even Holden bogans want their cars to be known as Chevs going on how many have another brand's badge on their car.

[Makovic]

Anybody mentioned SAIC-GM?

GM + Chinese SAIC.

Well designed, cheap, metal boxes with motors.

Few models are being sold in AustrAsia now.

Perfect Whitegoods Automobiles for the new face of AustrAsia.

We should expect that Cantonese will be taught as a mandatory second language in schools by the year 2025.

Like the French language gets taught in Quebec.

Now pronounce 'Bogan' in Cantonese.

[malazn mafia]

Originally Posted by Makovic

Anybody mentioned SAIC-GM?

GM + Chinese SAIC.

Well designed, cheap, metal boxes with motors.

Few models are being sold in AustrAsia now.

Perfect Whitegoods Automobiles for the new face of AustrAsia.

We should expect that Cantonese will be taught as a mandatory second language in schools by the year 2025.

Like the French language gets taught in Quebec.

Now pronounce 'Bogan' in Cantonese.

Seen a few of those SAIC Vans floating around. They look like a clone of a mid 2000s Ford Transit.

Pretty sure it's Mandarin, not Cantonese to be taught in schools? Cantonese is the pre-Communism dialect from southern China and Hong Kong and is quite different to Mandarin

[P6LTD351]

Originally Posted by tempted

The only person living in dreamland is you.

The costs of rebranding would be absolutely enormous and for what benefit? Replacing a long established well known brand with a Yank brand that has very little relevance in this country?
Forget about the handful of bogans putting Chev badges on their Commodores, this has no significance whatsoever in the grand scheme of things and to suggest that this would be a factor in a decision to rebrand is simply laughable. Chevrolet has street cred in Australia? That's news to me. Maybe to a few toothless VT Commodore owners but definitely not to any new car buyer.
Ford retaining a common name throughout the world hasn't exactly helped their fortunes in Australia. If you sell poor quality vehicles and treat your customers like dirt then no amount of brand recognition is going to help you.

I wouldn't have expected anything different from Holden's number one fan on these forums. Time will tell but I say Holden is dead.

[Express]

Originally Posted by tempted

Just as I wouldn't have expected any different from the number 1 one eyed anti Holden cynic on this forum.

P6LTD351 is the number 1 one eyed anti Holden cynic on this forum.

That’s totally disrespecting the efforts of the couple of members that truly are.

[Blue Roo]

Originally Posted by tempted

Just as I wouldn't have expected any different from the number 1 one eyed anti Holden cynic on this forum.
Putting brand allegiances aside though, I cant see how it makes business sense to replace a brand with decades worth of heritage in this country with a Yank brand that has a small amount of relevance with a few bogans and classic enthusiasts.
Time will tell as you say. I will be happy to bring this post up in the future and laugh in your face when it doesn't happen.

tempted!
Why don't you go back to the Holden Forum and Troll there. With all your Bogan Mates.

Lets face it, Fords are better than Holden's.

[MethodX]

Originally Posted by Blue Roo

tempted!
Why don't you go back to the Holden Forum and Troll there. With all your Bogan Mates.

Lets face it, Fords are better than Holden's.

Both as good as each other... as are Chryslers.
Why argue?

[mick74GT]

Originally Posted by tempted

Just as I wouldn't have expected any different from the number 1 one eyed anti Holden cynic on this forum.
Putting brand allegiances aside though, I cant see how it makes business sense to replace a brand with decades worth of heritage in this country with a Yank brand that has a small amount of relevance with a few bogans and classic enthusiasts.
Time will tell as you say. I will be happy to bring this post up in the future and laugh in your face when it doesn't happen.

Lol I wouldn't say he's the number 1.

There is another

[danzvtil]

They need to start with the dealers, I can picture a chinese family walking into a dealer to look at a holden, Jonno the sales bloke pointing to the boot space in a loud voice "YOU CAN FIT MANY BAGS OF RICE IN HERE!"
Holden have missed the fact that Asian and Indian customers are aspirational about their car brands and wont be seen dead in one of their cars.

[Paull]

I like how Dowling finally comes out states that GMH has been foreign owned since 1948. Be nice if all Australians realized this and saw GMH as just another foreign company.

[MethodX]

Originally Posted by Paull

I like how Dowling finally comes out states that GMH has been foreign owned since 1948. Be nice if all Australians realized this and saw GMH as just another foreign company.

That's always been known....
Just some on here had to go on and on that ford aus was TOTALLY aussie and independent of ford America.

[nstg8a]

Originally Posted by MethodX

That's always been known....
Just some on here had to go on and on that ford aus was TOTALLY aussie and independent of ford America.

I know several Holden fans that swear that Holden owns Gm...

Another claims to have flown to Elizabeth to watch his Colorado being built.

[MethodX]

Originally Posted by nstg8a

I know several Holden fans that swear that Holden owns Gm...

Another claims to have flown to Elizabeth to watch his Colorado being built.

You always get some ......
Most wouldn't have a clue where their cars are built, they just go by the badge.

[EBSXR6]

Originally Posted by MethodX

That's always been known....
Just some on here had to go on and on that ford aus was TOTALLY aussie and independent of ford America.

My understanding originally Ford Australia was a subsidiary of Ford Canada due to a favourable Tax structure within the British Commonwealth.

[Kingsley]

Originally Posted by Paull

I like how Dowling finally comes out states that GMH has been foreign owned since 1948. Be nice if all Australians realized this and saw GMH as just another foreign company.

I thought it was earlier than that in 1931 after the 1929 stock market crash. Production at Holden body works dropped dramatically in 1930 so a deal was done where GM basically bought it all lock stock and barrel to ensure it's future.

They may need to get rid of the Commodore name plate if they no longer want the bogan image.

[You Yangs]

Holden wants to "De Bogan" it's image, tell us how you go with that!
That's like trying to untangle a ball of wool once a Pussy gets a hold of it.

[FTE]

Originally Posted by Paull

I like how Dowling finally comes out states that GMH has been foreign owned since 1948. Be nice if all Australians realized this and saw GMH as just another foreign company.

Its actually 1931 so he stuffed that up.
1948 was the year Holden released the 48-215 (FX) model

[superyob]

De-boganise eh? I flick my mullet at you, Holden...

[new2ford]

"Holden Vindaloo" has a nice ring to it as a model name.

[hackney]

A "Boganmobile"