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Commodore Drives Holden’s Sales

Holden, which last year enjoyed its best market performance since 1987 - posting a total volume improvement (compared to 1999) of 28.3 per cent versus the industry’s increase of 2.3 per cent - has carried its sales surge into this year.

According to Land Transport Safety Authority figures released for February 2001 Holden - led by perennial New Zealand favourite the Commodore, has retained the passenger car and overall market leadership positions it established in January.

Compared to February 2000, the industry’s passenger car volume was down from 4,108 to 3,575 units - a 12.9 per cent decline. Even though Holden’s volume was also down - by 20 units or 3.5 per cent, the brand’s market share was up 1.6 percentage points and totaled 15.7 per cent.

Year to date February 2001 and compared to the same period last year, Holden’s car volume is up 151 units or 13.4 per cent, bucking the industry’s decline of 746 units (7,299 versus 8,045 YTD February 2000) or 9.3 per cent. With 1,272 units sold - 290 ahead of its nearest competitor, Holden remains the country’s most popular new passenger car brand.

The Commodore has now led the market since last August and year to date 2001 commands 38.3 per cent of its market segment - compared to 36.6 per cent for calendar year 2000. Of the carline’s total number of sales in the first two months of this year, around one in four had the 225 kW GEN III V8 engine, whereas last year, the ratio was one in five.

Holden’s medium size market entry - the Vectra, holds second place in its market segment and is the country’s fifth most popular carline - up from 15th at this time last year. The Astra has moved from 20th position last year to 18th in 2001, and the Barina is placed third in its market segment and placed 24th overall - up from 29th last year. Nowadays, these four-cylinder market entries account for one in three Holden passenger car sales.

And Holden Special Vehicles (HSV) - arguably New Zealand’s best known and most popular performance car brand for over a decade - started the year with a dash recording a total of 65 sales for the two-month period versus 45 last year. Cumulatively, some 2,030 units have now been sold in this country since the marque’s advent late in 1989.

Holden’s commercial vehicle ‘arm’ and brand Isuzu - New Zealand’s best selling truck in 2000 - has continued last year’s winning ways and again leads the New Zealand heavy commercial vehicle market.

In terms of Holden’s overall performance in the market and again year to date February 2001, the company’s volume stands at 1532 units and market share at 14.6 per cent - up 80 units or 5.5 per cent on the same two months last year. For comparison, the company’s overall market share at that time stood at 12.5 per cent, while its market position was 3rd.

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