Holden is gone, but GM creating new brand for Australia?

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Thread: Holden is gone, but GM creating new brand for Australia?

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    GMI Staff Member Premium Member nadepalma's Avatar
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    Holden is gone, but GM creating new brand for Australia?

    GM killed Holden but is reportedly creating a new brand for Australia
    GMSV will sell the Camaro, Corvette and Silverado
    RONAN GLON
    Jul 28th 2020
    autoblog.com

    General Motors recently confirmed it will close its decades-old Holden division and exit the Australian market, but trademark filings suggests it wants to maintain a limited presence Down Under. It's allegedly joining forces with a local tuner to import a handful of right-hand drive models and distribute them across the nation.

    Australia's patent office received requests the protect the names GMSV (General Motors Specialty Vehicles) and SV Specialty Vehicles on June 19 and July 3, respectively. Trademark filings never guarantee a carmaker's intent, but enthusiast website GM Authority learned GMSV was formed to represent General Motors in Australia once Holden disappears. It's believed to be a joint venture with well-known Holden tuner Walkinshaw Group.

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    Last edited by nadepalma; 07-31-2020 at 08:50 AM.
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    GMI Staff Member Premium Member nadepalma's Avatar
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    Re: Holden is gone, but GM creating new brand for Australia?

    Interesting report.

    It does make some sense to focus only on higher-margin specialty products (which are desired by customers and can more readily turn a profit). In some ways using a "GM##" type name is akin to what GM did years ago in Japan. It's been awhile since I've read about scenario but basically GM didn't use "one brand" in Japan -- but had "GM Stores" that sold multiple brands under one sales channel.
    "La vita č come un albero di Natale..c'č sempre qualcuno che ti rompe le palle!"

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    Re: Holden is gone, but GM creating new brand for Australia?

    This is surely just the replacement for HSV ?

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    Re: Holden is gone, but GM creating new brand for Australia?

    Quote Originally Posted by Ruperts Trooper View Post
    This is surely just the replacement for HSV ?
    Seems like it, if GM is going to build RHD models, there is hope for U.K., SA, etc for those that must have RHD small blocks... it will be more rare than a McLaren

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    Re: Holden is gone, but GM creating new brand for Australia?

    Where would you service these cars?

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    Re: Holden is gone, but GM creating new brand for Australia?

    Quote Originally Posted by mbukukanyau View Post
    Seems like it, if GM is going to build RHD models, there is hope for U.K., SA, etc for those that must have RHD small blocks... it will be more rare than a McLaren
    Vauxhall were able to import very low numbers of HSV Monaro and Commodore into the UK, rebadged as Vauxhall VXR8, and sell them as halo models because the development, certification and distribution costs were virtually zero since Australian safety and emission rules are fairly close to European ones - it certainly wasn't an exercise done for profit as the numbers were very low, peaking at 230/year in 2009 but more recently under 20/year.

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    R2-D2 Astromech Droid Premium Member mbukukanyau's Avatar
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    Re: Holden is gone, but GM creating new brand for Australia?

    Quote Originally Posted by Ruperts Trooper View Post
    Vauxhall were able to import very low numbers of HSV Monaro and Commodore into the UK, rebadged as Vauxhall VXR8, and sell them as halo models because the development, certification and distribution costs were virtually zero since Australian safety and emission rules are fairly close to European ones - it certainly wasn't an exercise done for profit as the numbers were very low, peaking at 230/year in 2009 but more recently under 20/year.
    I bet you the owners do not easily let them go..

    That's a ferocious sedan

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    Re: Holden is gone, but GM creating new brand for Australia?

    So they can't afford to have a whole normal brand of (rebadged) RHD vehicles, but they can somehow work out the finances to re-engineer several models to RHD to sell a few hundred units a year at best?

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    GMI Staff Member Premium Member nadepalma's Avatar
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    Re: Holden is gone, but GM creating new brand for Australia?

    Quote Originally Posted by rmc523 View Post
    So they can't afford to have a whole normal brand of (rebadged) RHD vehicles, but they can somehow work out the finances to re-engineer several models to RHD to sell a few hundred units a year at best?
    I was thinking the same thing when I read this initially.

    To me it makes no sense to create "GMSV" while killing Holden --- unless, the reason is about consumer acceptance and product placement.

    By that I mean, it could have been very difficult to "erase" (or "re-imagine") what Holden is/was (a mass-market, mainstream brand with a portfolio of cheap-to-moderate priced offerings), and scale it back to a specialty products company (with a very limited range and/or higher priced products).

    If they did that -- and Holden morphed into a small, limited scope specialty outfit -- the transition could have been wholly lost (or outright rejected) by consumers.

    In that way, perhaps it is no different than taking any mainstream brand and making it "exclusive" -- only to have the endeavor possibly fail. Years ago (pre-1990), Audi was much more of a mainstream brand and slowly became a more exclusive, expensive, and luxury car auto-brand. But it took decades of solid execution, product planning, and a gradual shift in consumer expectations and perception to make that happen.

    In GM's case, they arguably didn't have that kind of time and maybe it would not have worked. Holden is too well known and ingrained in the market to go from "everyday" to "exclusive" while also delivering a much small portfolio of products.

    Is this the right move? Who knows.

    The larger point here may speak to scope, scale, and profitability. GM obviously could not sustain Holden's business model Down Under (feeding product to dealers, marketing, advertising, developing "affordable" product for the market, etc). But to take some products off the shelf, convert them in Australia, and sell them at a mark-up to a small client-base? Maybe that does make them a few bucks, while also being profitable. That seems to be what GM is doing in markets like Russia (and some of Europe), but who knows if the squeeze is worth the juice. Something tells me that if they find a local partner to take on some of the risk (like Walkinshaw), then perhaps there isn't much lifting that needs to be done by Detroit to make it a reality.
    Last edited by nadepalma; 07-29-2020 at 12:41 PM.
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    Re: Holden is gone, but GM creating new brand for Australia?

    GM isnt going to engineer any new RHD Vehicles

    Corvette is the only one they (might) be offering factory RHD

    Walkinshaw will continue to be converting RAM and some GM models for Australia and perhaps NZ

    GM will have very little to do with it they just cant be bothered
    Who the hell approved this abomination? Hidden Content

    I bet it was some dumbarse in Detroit Hidden Content

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    Re: Holden is gone, but GM creating new brand for Australia?

    Quote Originally Posted by Greg Burr View Post
    Where would you service these cars?
    THere are HSV Dealers

    Usually multi franchise dealers where you have say Hyundai or Kia or Isuzu trucks or Honda all under the same roof

    I bought my Colorado from one of these that sold everything from Holden to Mercedes
    Who the hell approved this abomination? Hidden Content

    I bet it was some dumbarse in Detroit Hidden Content

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    It serves niche buyers who are prepared to pay a lot extra to get what they want.
    The failed Camaro project serves as a warning that not all vehicles work here
    and to think carefully about what vehicles GMSV wants to try.

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    Re: Holden is gone, but GM creating new brand for Australia?

    Quote Originally Posted by jpd80 View Post
    It serves niche buyers who are prepared to pay a lot extra to get what they want.
    The failed Camaro project serves as a warning that not all vehicles work here
    and to think carefully about what vehicles GMSV wants to try.
    The thing with Camaro is why would they tool up for another model when the car is getting the axe?
    Who the hell approved this abomination? Hidden Content

    I bet it was some dumbarse in Detroit Hidden Content

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    Alpha platform is going to hang around for another two or three years thanks to the Cadillac refreshes
    but that's beside the point, the real problem was the Luke warm reception to the RHD Camaro and its price.
    Not enough buyers wanted it and they nearly got caught with a bunch of vehicles that were increasingly hard to shift.

    Whatever vehicles GMSV chooses has to be right for our market or it will be a financial disaster to them
    and beyond Silverado, I don't see anything thats low risk and fairly easy sell in our market.

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    Re: Holden is gone, but GM creating new brand for Australia?

    Is it any easier to design an electric vehicle to be either RHD or LHD in comparison to an ICE vehicle. I would expect it would be but of course you still have all the certifications to go through. I agree that the Silverado seems to be the only product that can be converted without huge expense (the Camaro already is being converted). The problem I have with GMSV is the S - I see nothing special at the moment.

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