23 July 2018

Holden Model Sales : 2011-17

GM Holden has been readjusting in Australia. It recently ceased production of the locally designed large Commodore and also the compact Cruze models. The image as the local brand has been negatively affected by the closure. The fact that it was a manufacturer for more than 60 years seems to count for little. 

A 1964 Holden model. I had a dinky car of the 1963 version. 

The Insignia model is now imported with the Commodore nameplate, retaining that name an unpopular move for many. The switch of sourcing took place late in 2017 so the impact isn't fully shown in the data below. So, let's delve into what the data reveals.

The Holden brand held 12.5% market share in 2011, dropping to 7.6% in 2017. For the first six months of 2018, the percentage has fallen to 5.4%! For 2014, it was the number two brand and in 2018 6th. The readjustment is well underway. 

The Commodore is now a Euro model, the Colorado pick up truck about to become the best selling model within the range, new models like the Equinox not selling as well as expected. It's not an easy time for the Lion and Stone brand. Competition is tough and the closure of local production (along with Ford and Toyota)  has not gone down well. It seems to have affected Holden more.

The reason to me is the Commodore wasn't just about loyalty to the Holden brand, it was more about loyalty to an iconic model. That car is now consigned to history and Holden has its work cut out to retain a strong presence in the Australian car market.

Please note: The Commodore figures below includes Insignia sales.


Holden

Model/Year 2017 2016 2015 2014 2013 2012 2011

Commodore 23,685 26,091 27,918 30,203 27,766 30,532 40,617

Colorado 21,579 18,386 18,520 18,048 17,203 12,902 11,824

Astra/Cruze 13,989 14,101 15,985 18,554 24,421 29,161 33,784

Captiva 7 9,588 11,246 10,239 10,159 13,282 11,378 10,324

Trax 7,497 7,976 6,350 5,979 1,522


Commod Ute 4,241 4,802 4,936 5,596 5,074 7,925 9,489

Barina 3,697 4,166 5,999 7,653 11,022 13,635 11,963

Trailblazer 3,304 147
1,508 1,597 177

Spark 1,227 1,760 1,450




Equinox/Cap 5 752 36 5,628 5,481 6,751 7,085 4,799

Caprice 551 954 1,324 1,218 1,113 1,460 1,892

Cascada 100 500 523




Malibu/Epica 94 1,005 1,027 1,635 1,326 15 997

Other 1 0 8 58 982 394 406

Total 90,305 91,170 99,907 106,092 112,059 114,664 126,095

Percent 7.6% 8.0% 8.9% 9.5% 9.9% 10.3% 12.5%

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