Holden has today shocked many, yet not surprised some pundits, by canning the 40-year old Commodore nameplate – exiting mainstream cars completely.
Also gone will be the Astra. Instead, Holden will focus exclusively on SUVs and utes.
The decision has been one of the first announced by interim chairman and managing director Kristian Aquilina, who notes the new product portfolio – consisting of the Colorado ute alongside the Acadia, Trailblazer, Equinox and Trax SUVs – is ‘consistent with customer preferences.’
“Holden is taking this decisive action to ensure a sharp focus on the largest and most buoyant market segments,” Aquilina says.
“So far this year SUVs and Utes have increased to 76% of Holden sales, a trend we only see continuing,” he says.
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At its peak, the large car segment in Australia accounted for 217,882 sales in 1998. This year it is projected to come in at about 8,700 units.
“The SUV segment is approaching half a million units, and LCVs over 200,000 units. That’s where the action is and that’s where we are going to play,” Aquilina says.
The new Holden boss also paid tribute to the Commodore nameplate and its place in the Australian automotive industry over time.
“The decision to retire the Commodore nameplate has not been taken lightly by those who understand and acknowledge its proud heritage,” he says.
“The large sedan was the cornerstone of Australian and New Zealand roads for decades. But now with more choice than ever before, customers are displaying a strong preference for the high driving position, functionality and versatility of SUVs and Utes.”
Sales and deliveries of Commodore and Astra will continue through 2020, albeit with diminishing model availability as part of an orderly runout.
All arrangements for accessing warranty, servicing and spare parts for Holden’s entire model line-up via the Holden’s national dealer network remain the same.
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