$17 million to spruik new Holden ute

[csv8]

$17 million to spruik new Holden ute
Joshua Dowling
June 12, 2012 - 10:47AM

Holden will spend record amount advertising all-new Colorado.

It seems no Australian will be allowed to miss the arrival of the new Holden Colorado ute – the maker’s first all-new one-tonne ute in 10 years, on sale today after months of delays.

Holden has told dealers it will spend up to $17 million on an advertising blitz to sell a shipment of 20,000 Colorados in the next six months – twice the normal selling rate for the vehicle.

The Colorado figure is said to be more than double what Holden spent promoting the new Commodore when it launched in 2006 – and almost half the estimated $40 million Holden typically spends in a calendar year.

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To put the $17 million figure into perspective with competitors, that’s as much as some brands spend across their entire line-up over a year.

According to research company AC Nielsen, which monitors advertising expenditure, Mercedes-Benz and Chrysler spent $17 million over the previous 12 months and Suzuki spent $16 million over the same period.

Last month, Holden’s executive director of sales and marketing, John Elsworth, would not confirm the Colorado’s advertising spend but told Drive: “I’m not going to comment on whether or not it’s more than [Commodore’s ad spend] but it’s an appropriate amount to promote the vehicle. We haven’t launched a new pick-up in more than 10 years.”

Holden has been advertising the Colorado in the months leading up to this week’s launch, even though it hasn’t had any vehicles to sell because of production delays caused by floods in Thailand late last year.

Holden says it is already holding orders for 1500 Colorados before the first sale-able vehicles arrive in dealerships.

“We have a lot of pre-ordered cars,” Elsworth told Drive last month. “Our priority now is to get them into customers’ hands as quickly as possible.”

Spending $17 million to sell 20,000 Colorados translates to about $850 per car to cover the cost of the advertising. However, the expenditure won’t be directly linked to each Colorado sale as it will go towards the ongoing “image-building” of the vehicle.

Holden is still establishing the Colorado nameplate after losing the rights to the Rodeo badge it had used for its workhorse since 1978.

In 2008, the long-standing co-operation between Isuzu and General Motors soured as Isuzu introduced its version of the Rodeo in Australia and called it the D-Max.

Holden was not allowed to continue to use the Rodeo name as the rights to it were owned by Isuzu, so Holden switched to the international name for General Motors’ compact pick-up: Colorado.

Despite the strained relationship, the new-generation Colorado was jointly developed with Isuzu and General Motors but the vehicles have more differentiation than before.

The Isuzu D-Max, which launches next month, is powered by a 3.0-litre turbo diesel and comes with six airbags, whereas the Holden Colorado has a choice of 2.5- and 2.8-litre turbo diesel engines and comes with four airbags.

The Holden Colorado 2.8, however, has class-leading towing capacity of 3500kg, the car makers says. The nearest rival is the Mazda BT-50 at 3350kg.

Despite the airbag deficit (most new pick-up rivals have six airbags, the Colorado has four) Holden is expected to announce a five-star ANCAP safety rating with the new model.

http://news.drive.com.au/drive/motor...612-206ms.html
my comment And FORD's spending on the Falcon ?????????????????

[Kryton]

These will sell in record numbers.
Ford should take note on how to advertise.

[flappist]

Well they have to do something to compete with Ranger.

[Benjamin Smith]

Originally Posted by flappist

Well they have to do something to compete with Ranger.

At least holden will have cars to sell to customers, unlike the ranger

[flappist]

Originally Posted by Benjamin Smith

At least holden will have cars to sell to customers, unlike the ranger

Hmm, I wonder why there is a delay on them?
Could it be they are selling faster than they can be delivered?

[barra240t]

Originally Posted by Benjamin Smith

At least holden will have cars to sell to customers, unlike the ranger

Ford do have cars to sell, they just keep selling out. I've got Rangers for July/August if you want one..

[Mr Hardware]

Originally Posted by flappist

Could it be they are selling faster than they can be delivered?

well obviously

[Brazen]

I reckon they must make a killing on those pick-ups.

[zoomie]

The all "new" colorado is like a generation behind in its interior compared to the PX Ranger/BT50 and it looks dated on the outside.

My dad took a look at a new colorado last week and instantly said damn that thing is about as up to date inside as the old PK/PJ ranger! but also said that cos its got a Holden badge on it it will sell no worries.

[NC1183]

I looked on the Holden website last night at one, took one look at the interior and moved back to the Ford website for the Ranger. The inside is where you will spend the most time with it, why not make it look appealing and useful

[Bossxr8]

Originally Posted by csv8

my comment And FORD's spending on the Falcon ?????????????????

About $3.50.

And notice how drive mention BT50 as coming close to it towing capacity, but not the Ranger. Typical Drive.

Originally Posted by flappist

Hmm, I wonder why there is a delay on them?
Could it be they are selling faster than they can be delivered?

Cause they can't get bugger all of them. If they had their *** together and could actually get supplies they could probably sell twice as much.

Originally Posted by zoomie

The all "new" colorado is like a generation behind in its interior compared to the PX Ranger/BT50 and it looks dated on the outside.

My dad took a look at a new colorado last week and instantly said damn that thing is about as up to date inside as the old PK/PJ ranger! but also said that cos its got a Holden badge on it it will sell no worries.

Wheels said it drives like its a whole generation behind the Ranger too. Bouncey ride, numb steering and all.

[XRtowcar]

Would $17 mil make me buy one? Nuh.

[HLC]

That thing is butt ugly. It's like a hilux slept with a captiva..

Can see why they need to spend the $17 mill...

[AlbertM]

LOL! Holden advertising their advertising.

[Buntz]

Originally Posted by AlbertM

LOL! Holden advertising their advertising.

May as well. Gonna have a hard time selling that inferior product. Unless the price it up against Great Wall.

[flooded one]

Originally Posted by Buntz93ED

May as well. Gonna have a hard time selling that inferior product. Unless the price it up against Great Wall.

HAHA!! I would laugh if Great Wall had an ad claiming it was better then Colorado!!! I dont know what Colorados are like thou never driven one or been in one. I dont see all that many of them thou compared too other utes like Hilux and BT-50

[BHDOGS]

All I can picture is the canyanaro ad from the simpsons and the Holden sitting ontop of a trash heap on fire

[Nikked]

Holden need to spend 17 mil to sell cars?

Fail.

[MWTB]

Can you name the truck with four wheel drive,
smells like a steak and seats thirty-five..

Canyonero! Canyonero!

Well, it goes real slow with the hammer down,
It's the country-fried truck endorsed by a clown!

Canyonero! (Yah!) Canyonero!

The Federal Highway commission has ruled the
Canyonero unsafe for highway or city driving.

Canyonero!

12 yards long, 2 lanes wide, 65 tons of American Pride!

Canyonero! Canyonero!

Top of the line in utility sports,
Unexplained fires are a matter for the courts!

Canyonero! Canyonero! (Yah!)

She blinds everybody with her super high beams,
She's a squirrel crushing, deer smacking, driving machine!

Canyonero!-oh woah, Canyonero! (Yah!)

Drive Canyonero!

Woah Canyonero!

[Motorbreath310]

It's ugly. Probably not that well built. But neither are Great Wall utes and people buy those.

It's funny. Whenever a new Holdens released, it practically makes the news. People at work already are talking about it and none of them are car buffs. Some have even commented that it looks like a "Chevy truck" ? I think it looks like a Captiva with a tray. It seems as though no one even cares that it looks like **** because it's a new Holden ute.

EDIT: Mmmm Coyote-powered Ranger.....

[Windsor220]

I don't think it will be a massive seller even with bulk advertising. Rodeos were never that popular in the working world

[purnong]

I have the current (Last years) model Colorado as a work supplied car and honestly you could not give me one
It is noisy, the suspension has gone soft and spongy in 20,000 K's and the brakes are abysmal (Drum brake rear) soft and spongy also
The body I reckon is made from tin foil, If you push any of the doors wide open against the hinges the pillar it mounts to has so much flex it's scary
Talking about flex I have a canopy on mine with roof racks and another rack on the cab, You would not want to tie anything solid across the racks as it would bend or break there is that much flex between the cab and the tray
Did I mention noisy, Mine is the base model 4WD and I reckon they must have left the body deadener out
One thing I will give though is the engine is pretty good, It tows fairly well for what it is and fuel economy is excellent
A Holden rep brought a new one into work the other day and same thin metal on the door pillars and drum brake rear, Apart from the new front it didn't really look much different to me, I didn't drive it though
Did drive the new Ranger when they brought that in and they are worlds apart
I'd have one of those in heartbeat

[Powdered Toast Man]

Originally Posted by Motorbreath310

Some have even commented that it looks like a "Chevy truck" ?

Thats because it's styled to look like one, its a Chevy Colorado and they stuck a lion badge on it here.

[Pepscobra]

They are just a rebadged Isuzu D-max right?

20,000 in 6 months?
That's twice as much as the Falcon and would even outsell the Commodore at that rate if I'm not wrong?

[Buntz]

Originally Posted by Pepscobra

They are just a rebadged Isuzu D-max right?

20,000 in 6 months?
That's twice as much as the Falcon and would even outsell the Commodore at that rate if I'm not wrong?

No. Isuzu just helped General Motors develop the Colorado, because GM doesn't know trucks can be that size.

I believe the OP shows that the D-Max is better in some way.

[galaxy xr8]

Seen the add last night on Tele.. didn't do much for me.
They had the Colorado driving down the stadium as if it was some hero to retrieve a bogged small truck.
It was pretty ordinary if you ask me.

[DFB FGXR6]

They will need to spend that much, the reviews for the new model have not been very glowing. Even Holden loving DRIVE gave it a bad review!

[PepeLePew]

If they're that invested in it imagine the discounting that may go on........

Saw the ad, it may sell by volume of ad's but it's nothing memorable. BT50's ad was pretty good I have to say. And did they advertise Ranger or did I miss a nights TV?

[MercurySilver]

seen the ad once last night i reckon
seen about 430 'i bought a jeep' ads since then