General Motors’ Australia-based subsidiary, Holden, reported 7,405 new vehicle deliveries in May 2016 in Australia. The results represent a 6.9 percent year-over-year decrease, putting the brand in fourth place in the sales volume race, behind Toyota, Mazda, and Hyundai — in May’s sales race.
The only other brand in May’s top 10 to have posted a decrease is Volkswagen, as the German marque continues to struggle in the aftermath of the emissions cheating scandal.
Somewhat worrisome is that Holden continues to lose ground to fifth-place Ford, which is seeing an increase in sales of imported models as it prepares to shut down local production in October. 21 percent of the 6,584 vehicles sold by Ford in May were produced in Australia. By contrast, 48 percent of Holden’s May deliveries were produced locally.
The development is somewhat concerning for GM-Holden, given that the market appears to be more sensitive in relation to locally-produced Holdens, with Ford buyers exhibiting less sensitivity on the matter. To note, Holden is set to shutter its local Australian production by 2017.
The Commodore remained Holden’s best-seller in May, accounting for 2,255 deliveries. It was the only Holden model to be among Australia’s top ten best-selling cars during the month.
Top 10 Automotive Make Sales - Australia - May 2016
| Rank | Brand | May 2016 Sales | % Change YOY |
|---|---|---|---|
| 1 | Toyota | 17,201 | +8% |
| 2 | Mazda | 9,608 | +10.2% |
| 3 | Hyundai | 9,005 | +8.9% |
| 4 | Holden | 7,405 | -6.9% |
| 5 | Ford | 6,584 | +9.8% |
| 6 | Mitsubishi | 6,154 | +0.9% |
| 7 | Nissan | 5,585 | +25% |
| 8 | Volkwagen | 4,565 | -17.5% |
| 9 | Subaru | 4,002 | +6% |
| 10 | Kia | 3,542 | +26% |
Top 10 Car Sales - Australia - May 2016
| Rank | Make | Model | May 2016 Sales |
|---|---|---|---|
| 1 | Hyundai | i30 | 3,771 |
| 2 | Toyota | HiLux | 3,675 |
| 3 | Toyota | Corolla | 3,333 |
| 4 | Mazda | 3 | 3,423 |
| 5 | Ford | Ranger | 3,115 |
| 6 | Holden | Commodore | 2,255 |
| 7 | Mazda | CX-5 | 2,117 |
| 8 | Mitsubishi | Triton | 2,021 |
| 9 | Volkswagen | Golf | 1,840 |
| 10 | Nissan | Navara | 1,752 |
Comments
This must be because GM is killing RWD. All these folks are going over and buying the RWD V8 cars that Hyundai, Toyota and Mazda sell.
For sure GM has some work to do but the new Opel and updated Chevy products should be there soon and we should see come changed. I do expect a little back lash on the non home built Holdens but yet these folks will have to buy a import from someone.
I expect like in America with the increase of FWD Truck and SUV sales will explode in their Aussie market.
Scott you don’t live here, the only sales keeping the brand afloat are rwd sedans you love to hate on so much. The simple fact is Holden’s SUV, mid and small car sales are pathetic. I know you never agree with me but look here.
http://www.caradvice.com.au/449759/new-car-sales-figures-may-2016/
http://www.caradvice.com.au/440306/april-2016-vfacts-new-vehicle-sales-winners-and-losers/
The fact is once the rwd local commodore is gone Holden sales will bomb because Mazda, Toyota, Nissan, Kia, Hyundai, Mitsubishi etc etc all do the SUV/mid/small vehicle better in both quality and price than GM.
As Ive said before on many occasions Scott3 you fail to understand the market and GM’s position/reputation in said market. Your posts are a prime example of why GM has failed so badly here, yes rwd is becoming a niche market but its still an important one for Holden, GM have basically destroyed their supporter base here + have nothing to entice the other non Holden consumers away from those previously mentioned manufacturers.
Argue with me all you like but if GM was looking at a sales resurgence off the back of those segments you mentioned the sales of said segments wouldn’t be so poor would they?
Also Scott im not anti import either, Ive all ready found my post 2017 GM replacement in the link below. If GM thought I was paying $140,000 for a corvette, $80,000 for an under performing awd from opel (their awd will never be wrx sti worthy either as opel’s bread and butter is the safe family car market) or settling for a fwd soulless shit to drive econobox then they were mad. GM literally shit the bed here in Australia, end of list.
http://www.wheelsmag.com.au/news/1605/kia-confirms-twin-turbo-v6-sports-sedan/
^^^^That’s a reasonable post to publish thats unseen above this GMAuthority staff, don’t tell me Scott3 is a moderator now that i cant disagree with reasonably.^^^^
It’s pretty obvious that the county as a whole do not agree with the few vocal Holden enthusiasts. They don’t want big v8 rwd sedans, not like they do the little crap box fwd 4cyl jobs.
Mike it goes back to what I have said before GM has to build cars people will buy not just want to buy.
All the MFG are not getting out of the low cost high volume RWD sedans because their sales numbers are increasing.
While I prefer the larger V8 cars this it is a no brainer if you want to make money and sell more cars you have to make the crap boxes.
The customer does not have to be right he only has to be given what he will spend his money on. If that means GM needs a Mazda 3 fighter that is what it will take.
I know what I say is not popular with enthusiast of which I am one but some times the truth hurts.
Holden needs a well-rounded product mix consisting of “traditional” Holden vehicles–Commodore is a sales leader– as well as cars fit to take on Mazda 3. Holden is a damaged brand–not seen as cool, sexy or good quality– and the close of domestic production highlights these shortcomings.
The trouble is Holden have these available now and no one is buying them. Only the Commodore sells in good volumes and they are killing it!
Then you fix the cars in the segments that are selling and growing and not replace the car who’s sales are in a segment that is dying.
As you note the Holden FWD cars are the Malibu and Cruize that here in the states were not as good as needed to be. Now they are replaced wit models that are near or will be at the top of their segment.
Holden will get these too and things will change with them.
You can keep playing the same Commodore card but the segment is dying and they are doing it with a platform well beyond its life.
In time you will see a modern RWD on a global platform imported from the States and it will be targeted at the enthusiast and will be structured to make a profit.
The thing that is lost on many is today’s development cost are so high countries even as large as the USA market is hard to support the money needed to do it. You take countries with smaller markets smaller than California alone and they are unsustainable.
Sorry but it is about making money.
GM has many new FWD models coming to down under that will raise their game and they will compete. Right now you really have nothing but old stuff accept for the trucks.
While the enthusiast will give them a pass the majority buyers will still be there and many will comeback.
Then you fix the cars in the segments that are selling and growing and not replace the car who’s sales are in a segment that is dying.
As you note the Holden FWD cars are the Malibu and Cruize that here in the states were not as good as needed to be. Now they are replaced wit models that are near or will be at the top of their segment.
Holden will get these too and things will change with them.
You can keep playing the same Commodore card but the segment is dying and they are doing it with a platform well beyond its life.
In time you will see a modern RWD on a global platform imported from the States and it will be targeted at the enthusiast and will be structured to make a profit.
The thing that is lost on many is today’s development cost are so high countries even as large as the USA market is hard to support the money needed to do it. You take countries with smaller markets smaller than California alone and they are unsustainable.
Sorry but it is about making money.
GM has many new FWD models coming to down under that will raise their game and they will compete. Right now you really have nothing but old stuff accept for the trucks.
While the enthusiast will give them a pass the majority buyers will still be there and many will comeback.
Also like I said you will see a major shift in GM and the market to more trucks and SUV models. That is where they will go as we already see similar trends there like we saw in America in the 80’s.
Holden is much like Cadillac where they were behind and now they are in transition.
It may not be what you want to hear but it is the truth. Holden was relying on a dying RWD segment for sales and that is now way to the future. You got left behind with a RWD with declining sales and FWD models that were not up to date.
As someone who purchased only one GM-H product in my life and that was because of its V8 rear wheel drive configuration (VF SS-V Redline), I can tell you three things about this sales data and how my thoughts as a consumer align with this.
First the car is fantastic. The dealer has been good too.
Second when it comes to buying a four cylinder car, I would never consider Ford or Holden. I purchased from them years ago, but we have better choices now and I am not interested in looking back. There is no reason to visit GMH or Ford for those cars, the market already has plenty of cars I have a better history with. Notably Mazda. I just wouldnt risk an America car company for that when I don’t have to.
Third. A lot of Australians share my sentiment. Opel is not going to save Holden. If they are lucky they might get a one hit wonder like Ford has with their Ranger or a nice halo car like Mustang, but that is the best case scenario. They will never again own the market, but if its any consolation, all three US brands (Ford, Chrysler and GM) have lost the Australian market. They once dominated it, now they are just players in it. Ford only look good, because of how far they fell. The truth is only one car is keeping them from struggling to stay in the top ten. Its not a great time for the Ford brand in Australia. One miscalculation and they are screwed. Holden’s turn to fall is now happening.
Its a shame GM management haven’t woken up to how badly they misread the market in Australia over many years. Then again, they wouldn’t be doing what they are doing now, if they did.
That is the future for GM-H. I’m afraid to think any quick fix is going to resolve the mess that Holden now is in, is well… very American. All short term thinking and no thought at all to consequence. Something the Japanese and Korean competition must be thankful for as it leaves them nothing but opportunity.
This is the beginning of a hugely tough time for GM-H. 50% of their sales will be gone in a flash once the Commodore is gone, that is going to be a huge challenge to turn around despite some better imported GM product coming. It’s too little to late though as many loyal GM owners have moved on to Kia, Hyundai and Toyota. The updated Thai Colorado had want to be good as this is the main reason Ford are killing GM here, the Ranger is superior by a country mile. Trouble is where are the plans to bring some products we want like the US Colorado (heaps superior to the Thai built one), Silverado, Tahoe, Camaro and Corvette. But alas, GM don’t have the balls to do any of their great cars in anything else but left hand drive. And there lies the problem, new GM is deep down still old GM….
True. And during the time of GM’s money problems, some truly awful imports got the Holden badge stuck on them. Not just ordinary, but awful.
That and VE Commodore soldiered on, way past the time it should have been asked to.
GM screwed up and Holden is one of the victims. The ramifications of its past is going to catchup with its Australian division over the next few years and it won’t look pretty. The fact that the culture at GM hasn’t changed as you point out, is going to make the long term very bleak for Holden.
One or two execs at GM get Holden. The rest were and still are clueless.