The Commodore To Be No More.
December 10th, 2019, will be the day that Australia was told of the passing of an icon. This is the complete PR release from Holden.
Holden is today announcing a modified portfolio dedicated exclusively to SUVs and light commercial vehicles.
Holden Interim Chairman and Managing Director, Kristian Aquilina, said the focus of the portfolio was consistent with customer preferences, with the Acadia, Trailblazer, Equinox and Trax rounding out a comprehensive SUV portfolio; and the Colorado tackling rivals in the light commercial vehicle (LCV) segment.
“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 percent of Holden sales, a trend we only see continuing,” he said.
The company has elected to retire the ZB Commodore and the BK Astra in 2020.
At its peak, the large car segment in Australia accounted for 217,882 sales in 1998. This year it is projected to come in at about 8,700 units.
“The SUV segment is approaching half a million units, and LCVs over 200,000 units. That’s where the action is and that’s where we are going to play,” Mr Aquilina said.
The new Holden boss also paid tribute to the Commodore nameplate and its place in the Australian automotive industry over time.
“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.”
Sales and deliveries of Commodore and Astra will continue through 2020, albeit with diminishing model availability as part of an orderly runout.
Existing Commodore and Astra customers can be assured that Holden will continue to back warranty and roadside assistance commitments, with spare parts supply guaranteed well into the future.
In addition, all MY19 ZB Commodores and MY19 BK Astras ordered or delivered from today onwards will be subject to Holden’s market leading seven-year free scheduled servicing offer.
All arrangements for accessing warranty, servicing and spare parts for Holden’s entire model line-up via the Holden’s national dealer network remain the same.
Holden will be launching the MY20 Equinox in the first quarter of 2020 followed by a significant MY21 upgrade to the highly regarded Colorado to launch in Spring. Holden will also lodge production orders to GM’s Bowling Green factory for the highly anticipated mid-engine right-hand-drive Corvette next year.
These sentences have sparked furious debate between supporters and detractors, with one common theme being “why didn’t they call the Commodore something else” after local manufacturing ceased in 2017. Then there are comments about a lack of relevant marketing for the ZB, indifferent dealership service, lack of support for just-out-of-warranty issues, balanced against “it’s not a real Commodore” due to the lack of V8, ute and wagon, and the shift to front wheel drive. Toss in a mix of “football, meat pies, kangaroos, and Holden cars” as Australian made before the inexorable slide to very little of the VF actually being manufactured in Australia, and the anger and frustration levels of people becomes ever more evident.
What will remain is also divisive. The ZB Commodore was a bloody good car. But it was also never given a real chance at survival for a number of reasons. Ignorance and bias are two, and more’s the pity as it’s fair to presume detractors that decried its front wheel drive layout would not have taken the time to test drive it, and find out it actually drove like a Commodore.
Holden Commodore. Born 1978. Died painfully in 2020.
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