Why Australians fell out of love with Holdens
Brand loyalty is a two-way street, as Gary Mortimer explains in this crossposting from The Conversation.
The jingle used to tell us we loved “football, meat pies, kangaroos and Holden cars”.
These days we love Japanese utes and small Toyotas, Hyundais and Mazdas more.
Monday’s announcement from General Motors, Holden’s US parent, that the brand will be “retired” and local design and engineering operations cease is doubtless based on strong financial reasoning, but poor brand management is also part of it.
Thailand made utes from Japanese brands, not Japanese utes.
Just saying….
https://www.linkedin.com/pulse/how-gender-neutral-marketing-might-have-saved-holden-anne-miles-cpm-
Are you serious? There’s always one… one that couldn’t even get their article posted on Mumbrella but just had to bring gender into it
This op-ed is inconsiderate, selfish, and wrong. Hundreds of people are losing their jobs and the angle you’ve taken is:
“I saw it coming”
“Gender neutral marketing could have been Holden’s saviour…if only they returned my calls!”
Classic ivory tower point of view – and disgusting to make this story about you.
As someone who *actually* works in automotive marketing – the market is shit for everyone. Worst year of sales since 2011 iirc.
Top selling cars are Hilux and Ranger for 4th & 3rd year in a row I think. I don’t have the data on me but can you please let me know the % of men:women buyers of those vehicles? I have my suspicions…
Holden was dealt with other blows on top of the industry conditions (offshore production & subsequent loss of identity, consumer preferences moving away from Holden’s bread and butter vehicles, inability to compete in the Ute and SUV category).
Most of automotive is suffering, Holden just bled faster than the rest of us because it had more wounds.
Maybe pick up a VFACTs report before you write to win your next gig while men and women much poorer than you lose theirs. “Gender neutral marketing” wouldn’t have saved Holden. Period.
Hilux and Ranger because of fringe benefit tax benefits (Correct me if I am wrong?)
Random fact: Napoleon is the reason some countries drive on the right. (Logic on horse back was hold reins with left hand and sword, lance or whip, with right…)
Peace.
I’m sorry, would you “fall out of love” with someone because they changed their citizenship from American to Australian (or vice versa)? Or was it because you matured and developed from that horny teenager that thought they were cool and lusted over anything shiny (best word I can use for what I want to say) but now want something more, something reliable, that would stand the test of time… and you realised they weren’t it? Time to settle down in the present.
Couldn’t have said it better myself.
Holden made cars that were notorious for dying at the 150,000 km mark… but hey, they a big engine and went vroom.
With the choice consumers have these days, is it any wonder they want to spend the same money (approx $50k) on something more reliable (Japanese) or more luxurious (European).
Also, to the other comment above – gender has nothing to do with it, so stop trying to push your own agenda. Best stick with fighting the good fight against sexist adverts.