Peter Keley

GM HOLDEN has investors queuing to become dealers as the company regenerates itself, takes aim at market share through new products and a revitalises its focus on customer service.

GM Holden executive director of sales Peter Keley this week gave a snapshot of Holden and its future direction in sales to GoAutoNews Premium.

On the importance of the new Colorado:

“GM has a pedigree in pick-up trucks. We want to leverage what the US is doing in trucks. We are now selling more Colorados that we have before and we are giving Holden dealers even more support than before.”

On declining market share:

“That’s not exactly true. For example, Colorado 4WD sales this year are already more than the total of last year. And we’re only just past halfway through this year.”

On how Holden will come back: “The (imported) Commodore is still coming. We have one to replace the current (local) car and it will be a seamless transition. But we will not just have one car on which to base our future. We see three vehicles in three segments – the new Commodore, a new large SUV and the (Colorado) trucks. We don’t see the loss of the Commodore as a loss to our future.”

On sourcing products:

“We said we would take advantage of the global GM products. But it’s wrong to assume that the source of that product is related to its quality. The products are the same around the world, regardless of which plant they come out of.”

On a future in Australia:

“GM hasn’t stopped investing in Australia. We have new products coming in the major market segments and ongoing design and engineering for global products, like the Colorado that is the collaboration of Australia, Brazil, Thailand and the US.”

On marketing:

“People didn’t want to be shouted at (with advertising campaigns). We have developed a new website and new advertising campaigns to show the new Holden. The issue about closing manufacturing is firm in people’s minds.”

On past obstacles:

“We’ve been through lots of perfect storms,” he said, in reference to the 2009 rescue by the US government, the announcement of the closure of Australian car manufacturing and the US recalls. “Now it’s all behind us.”