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.

[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.

[hodge_williams]

Originally Posted by tempted;55****0

Please no. Keep them in Toyota Camrys where they belong.

you must be that bogan they want to rid themselves of.

[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.

[superyob]

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

[malazn mafia]

Originally Posted by Bearman

Chinese buy Toyota (if they are slumming it) or luxo brands (which is most because they have lots of money). Indians buy whatever dirtbox they can afford.

Holden have got buckleys!!!

Indians drive Taxis, once upon a time they were all Falcons now they are Camrys. Chinese drive Audi, Benz, BMW if they are doing well, while the less fortunate drive Kia Optimas, Honda Jazz/Civic, Toyota Corolla/Camry or VW. Wealthy Bogans go for HSV Utes or Toyota hiluxes, while working class bogans seem to gravitate to Mazdas and Hyundais. People of no particular ethnicity or do not identify with their own ethnicity or hate following the majority buy Fords/FPV.

Maybe Holden were looking to import Chinese and Indian vehicles post 2017 (Chery and Great Wall, and TaTa Nanos and Mahindra Ute )to include in their lineup to make chinese and Indian migrants feel more at home when visiting their friendly local HOLDEN dealership...

[superyob]

Originally Posted by malazn mafia

Indians drive Taxis, once upon a time they were all Falcons now they are Camrys. Chinese drive Audi, Benz, BMW if they are doing well, while the less fortunate drive Kia Optimas, Honda Jazz/Civic, Toyota Corolla/Camry or VW. Wealthy Bogans go for HSV Utes or Toyota hiluxes, while working class bogans seem to gravitate to Mazdas and Hyundais. People of no particular ethnicity or do not identify with their own ethnicity or hate following the majority buy Fords/FPV.

Maybe Holden were looking to import Chinese and Indian vehicles post 2017 (Chery and Great Wall, and TaTa Nanos and Mahindra Ute )to include in their lineup to make chinese and Indian migrants feel more at home when visiting their friendly local HOLDEN dealership...

Is this possible?

[1TUFFUTE]

Omg....Joshua Dowling, Holdens and bogan all mentioned together

[new2ford]

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

[hackney]

A "Boganmobile"

[MethodX]

Originally Posted by hackney

A "Boganmobile"

not that old chestnut.
people have been putting Chevrolet badges on Holdens since the 70's
same company after all

[hackney]

Originally Posted by MethodX

not that old chestnut.
people have been putting Chevrolet badges on Holdens since the 70's
same company after all

That it is,but it is alway's good for a laugh.

[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.

[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.

[Spurious]

Originally Posted by new2ford

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

After effects are not good though!

[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

[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.

[Dave R]

Sounds like pre-collapse GM mentality to me. Blame everything except the 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?