CamaroZ28.Com Message Board - Holden plans global assault

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Now Peter Hanenberger wants to sell Holdens overseas ... as Holdens!

By BRUCE NEWTON 17 December 2002
HOLDEN could become an international brand in its own right as soon as 2005.

Forget Commodore, Statesman and Monaro rebadged as Chevrolets, Daewoos and Vauxhalls, the Holden lion could soon be sitting proudly on exports and sold by Holden dealers in places like the Middle East, China, South Korea, Japan and even the UK.

These are the markets Holden chairman and managing director Peter Hanenberger believes his brand could be successful in without piggy-backing on other GM brands.

It is all part of Mr Hanenberger's vision of converting Holden from a big fish in Australia's small domestic sales pool to a global niche player.

He is convinced that once the company climbs to 250,000 domestic and international sales per annum, it will have the strength to set sail as Australia's international brand.

He believes that figure can be achieved by mid-decade, which is realistic considering the company is aiming for 218,000 sales this year - before Monaro goes to the US as a Pontiac GTO or Statesman heads to South Korea as a Daewoo.

Of course Holden will also update to a new platform for VE Commodore around 2005 - a platform designed to be the basis of a true world car, capable of mating to the new generation HFV6 engine in a variety of capacities and performance levels, depending on the market.

"Once we reach 250,000 this is when we become a global company and want to start using the Holden brand," Mr Hanenberger said this week.

"Because by that time we have a hell of a reputation in the countries where we export and then it is more easy to switch over in the brand.

"If we were to start in 2005 with the Holden badge we would most likely start in the Middle East because it is the market where people understand and know the product the best. And the next one would most likely be China.

"But it will be hundreds of millions of dollars for awareness and branding. It's not easy to make a Chevrolet a Holden."

Mr Hanenberger also conceded it may be a hard-sell to convince General Motors that Holden should become an international brand for the world's largest automotive manufacturer.

While he sees opportunities mainly in emerging markets, the presence of HSV in the UK and positive press reviews of the V8 Commodore-based line-up leads him to believe the Holden brand could also be sold successfully there.

Mr Hanenberger conceded the internationalisation strategy was risky: "But without risks you don't get anywhere".

He believes the potential returns would reward the risk. Marketing as a brand in a region would guarantee longevity as a competitor, whereas assembling under someone else's name is less secure.

"Our intention is to establish ourself as a global player - to sustain our company as an Australian car company for years to come," Mr Hanenberger said.

During a major speech in Sydney on Monday, Mr Hanenberger revealed Holden's intention to build 200,000 vehicles per annum out of its Elizabeth plant by the end of the decade, with 70,000 exports targeted by 2008.