It seems the white-collars inside Holden have more damage control to take care of than they thought originally. According to a report from CarsGuide, Holden now ranks as one of the lowest considered brands with intent to purchase from consumers.
The survey collects views from over 5,000 car buyers, and asks them to rank brands they would most consider for their next vehicle. Holden has had an immense fall from grace. In 2006, 15 percent of those surveyed said they would purchase a Holden in the next four years. The latest survey? 7 percent. Holden now ranks nearly as low as Ford in consumers’ minds.
We can imagine it has something to do with the restructuring of the Holden brand, and the ceasing of manufacturing operations in the country. There’s no doubt that decision has left a bitter taste on the minds of Australian consumers.
Holden says it is working diligently to fix its perception problem, though. The brand launched its “Let’s Go There” advertising campaign, with intent to show a bright future ahead. Additionally, 24 new models are expected by the year 2020, most sourced from close-cousin Opel. And, Holden says there will always be a rear-wheel drive V8 powered vehicle in their lineup.
Holden knows the toughest time for the brand is now, but maybe it didn’t realize how tough these times actually are. After all, General Motors did admit to underestimating the impact the plant closure is having on the country.