Holden Commodore axed after four decades
It was Australia’s favourite car for 15 years straight, but the Holden axed its Commodore in a shock move this week. This is the reason behind the once-beloved nameplate’s downward spiral.
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Holden has axed its much-loved Commodore due to slow sales.
The company says it will also withdraw the once-popular Astra hatchback and sedan from sale as it focuses solely on utes, SUVs and four-wheel-drives, which now dominate Australian driveways.
The Commodore was the country’s best-selling car for 15 years, reaching a peak of 94,642 sales in 1998. So far this year, Holden has sold just 5417.
The car was locally built until October 2017, when Holden’s Elizabeth plant in South Australia closed its doors.
It was replaced with a German-built model built by then GM subsidiary Opel.
The import hasn’t been well received and Holden’s fortunes have spiralled since its introduction. This year it has sold just 39,969 cars, a far cry from the 106,092 it sold just five years ago.
Holden’s interim chairman and managing director, Kristian Aquilina, said the company was shifting its focus to its Acadia, Trailblazer, Equinox and Trax SUVs, as well as the Colorado work ute.
“Holden is taking this decisive action to ensure a sharp focus on the largest and most buoyant market segments.
“So far this year SUVs and utes have increased to 76 per cent of Holden sales, a trend we only see continuing,” he said.
The Commodore and Astra will be sold into next year, until stocks run out. Holden has committed to keeping spare parts supply “well into the future”.
Company spokesman Daniel Cotterill said Holden would continue to race the Commodore in the Supercars series until the end of 2021.
“Holden recently recommitted to racing in Supercars through until the end of 2021, and that will happen with the currently homologated ZB Commodore race car.
“Racing is a strong part of Holden’s brand identity and we will assess our options as Supercars continues to evolve its rules for the next generation of cars currently due to be introduced in 2022,” he said.
Large family sedans, once the dominant sight on Australian roads, have all but disappeared from new-car showrooms in the past two decades.
In 1998, Australians bought 217,882 large cars. This year Holden predicts there will be roughly 8700 sold.
“The SUV segment is approaching half a million units, and (utes) over 200,000 units. That’s where the action is and that’s where we are going to play,” Mr Aquilina said.
He paid tribute to the Commodore’s long history in Australia.
“The decision to retire the Commodore nameplate has not been taken lightly by those who understand and acknowledge its proud heritage,” he said.
“The large sedan was the cornerstone of Australian and New Zealand roads for decades. But now with more choice than ever before, customers are displaying a strong preference for the high driving position, functionality and versatility of SUVs and Utes.”
Holden will sell current year models of the Commodore and Astra with an extended seven-year warranty as it looks to clear stock.
The decision to retain the Commodore name once the locally-built model was discontinued was a controversial one and buyers haven’t warmed to the imported model.
One Holden dealer, who declined to be named, said the move could be the beginning of the end for the brand in Australia.
He said showroom inquiry was “terrible” and the brand’s intention to purchase was low.
He suggested it could be time to rebrand the company as Chevrolet, as that brand may resonate better with buyers.
“Holden has always stood for locally built cars like the old Commodore. What do they stand for now?”