Car Advice reports the brand will slash prices by up to $1,700 depending on the trim in order to better position the Astra within the market. The news came straight from Mark Bernhard, Holden chairman and managing director.
“The feedback we’ve had from dealers and customer inquiries, we’re taking the opportunity to realign where the pricing is,” Bernhard said.
“Part of that will be a price rollback different by trim level relative to the competitive set between $250 and $1700. It now makes it the most compelling vehicle in the small car segment with this pricing.”
The Holden chief said the original price strategy reflected content the brand has deemed unnecessary and will respond by stripping away things such sporty side skirts.
“It’s not a science. There’s a lot of art to the way you price a vehicle. You look at the competitors, the product that you’ve got and certainly the feedback on the product, along with the features relative to competitors,” Bernhard said.
“We need to look at the whole portfolio and follow it with right prices, following feedback we’ve got from the right constituents.”
If you happened to have already purchased a 2017 Astra, Holden has you covered. The brand will cover the cost difference between the old and new pricing strategy, which is greatest in Astras equipped with the automatic gearbox.
“We’ll protect existing customers, anybody that’s purchased a car up to today.”