Holden has declared itself a “challenger brand” these days as it continues to pick up the pieces post local manufacturing and find its future path forward. An integral part of the future will be the Holden Colorado.
Wheels reported Friday that Holden believes the pickup hasn’t reached its full sales potential yet. Should that sentiment ring true, the Colorado is in for a peachy future. The magazine showed the Holden Colorado commanded the largest sales increase quarter-over-quarter of any pickup truck in the segment. Currently, the Colorado sits in fourth place behind the Mitsubishi Triton, Ford Ranger, and Toyota Hilux. Colorado sales grew 14.4 percent in the first quarter of 2019, outpacing its rivals. According to the magazine’s data, the Holden pickup was just 936 sales away from stealing third place from the Mitsubishi.
It’s good news should the Colorado make a charge for the second place spot, too. Ford’s Ranger saw sales fall 12.5 percent. The Hilux figures are also due to a large number of fleet sales, per the report.
Holden said its new market plans are showing results when it comes to the pickup segment. The plan will be to increase pickup sales and blast the public about the brand’s portfolio of pickups and SUVs.
This comes at a time when passenger car sales, like in the U.S., continue to slow in Australia. The Holden Commodore‘s segment is a shadow of its former self, though the Commodore remains the best-selling non-luxury large car in the country—even outselling the Kia Stinger.
Holden also commented that fans should “watch this space” as it continues to sharpen and target buyers with the Colorado. We’ll likely see more Colorado variants than ever in the near future.