In a market that is up by 9.4 percent in the first eight months of the year, Holden’s sales have face-planted 10 percent. And if the brand’s average monthly rate of 9,500 deliveries continues, it will have sold 115,000 cars by the end of the year in the Australasia region, joining the miserable company of 118,800 sales in 1994 and 96,500 in 1993 — Holden’s pair of all-time-lows.
What’s the issue? For one, Commodore sales have really taken a stumble. The record-low sales could be reflective of the anticipation for the VF Series arriving next year in June 2013, or it could be that consumers are warming up to Toyota. Perhaps a mix of both. Another factor is that there were no new Colorado pickup trucks to sell for the first six months of 2012, as the transition to the all-new model took place. Holden is hoping to move at least 18,000 all-new Colorados before 2013.
The silver lining is that August was the best month of the year so far for The Lion, thanks to a 0.5 percent finance offer. Not the best way to move metal, but it seems to be necessary.