The paper “ Holden Commodore - Branding the Flagship, Segmentation in the Passenger Car Industry” is a persuading example of a case study on marketing. Every industry and organization uses a different strategy in order to measure and identify their market as the concept of marketing cannot be applied without this process. It is not possible to tailor, price, promote and distribute a product if the organization is not aware of who is will buy the product, when, where and how often the consumer will buy the product and the details that they wish to know about it?
In this case study, we will see the segmentation in the passenger car industry for Holden Commodore. VFACTS was set up by Chambers of Automotive Industries after dissatisfaction was shown by the industry members with reference to the accuracy of data that were received from their previous sources. Instead of waiting for the compilation of registration data, VFACTS gets the information directly from the car dealership (Retailers). This process is monitored by a committee that comprises of industry representatives. This report will give a detailed analysis of Holden Commodore branding the flagship in the passenger car industry segmentation. Purpose of the reportEach sale is classified into one of the eight predestined groups which are then used by Chamber of Automotive Industry to make a passenger market report that is divided into subdivisions of small, light, medium, people movers, upper-medium, luxury, prestige, and sports. The criticality to the usefulness and accuracy of the report depends on the designation of every make and model of vehicles.
Vehicle make and model are assigned to their grouping by the conciliation amongst the committee members. Holden Commodore, an automobile produced by the Holden segment of (GM) General Motors in Australia.
Since 1984, Holden started advertising the flagship Commodore model as Holden Calais; Holden Ute and Holden Berlina in 1988 and 2000, accordingly. These were previously known as Commodore utility and Commodore Berlina. To battle the increasing sales erosion and the precincts of the petite Australian market, Holden has widened the export plans of Commodore. In spite of the tuff competition from its rivals like Ford Falcon, it has held the position in the market. FindingsGM HOLDEN has come out with a much better entry-level version of MY10 Commodore that has fuel competent direct-injection 3.0-liter V6 and is to be sold in September.
As the smallest Commodore engine from 1986- 1988 VL models are fitted with GM’ s (SIDI) Spark Ignition Direct Injection technology that claims to reduce the consumption of fuel by 12 percent. The Commodore engine is more proficient than the other brands like Toyota Aurion’ s. Commodore’ s recent 3.6 liter V6 that is codenamed LL4 delivers 210kW at 6400rpm and 350NM as it is fitted by SIDI technology.
The upgraded version of this car is available in Ute and SV6 sedan wagon, the Calais V and Calais wagon and sedan, and the Caprice and Statesman long-wheelbase sedans. SIDI 3.6 liter engine improves the fuel economy in premium models anywhere between 7 to 13 percent. The versions of SIDI V6’ s would be a part of the latest Holden EcoLine range, and be at par with the standard GM’ s 6L50 6 speed automatic transmission, that according to Holden would deliver new levels of shift feel, refinement, performance and power train.
As per Holden, the top-selling car in Australia will cost less than $325 to run at the current analytic price of $1.25/litre, besides producing less than 600kg of carbon emissions on an average drive of 20,000km year. Whilst there is no cite of the usage of the weight-saving aluminum panels, Holden has said that weight diminution has been achieved, alongside with fitment of the low rolling tires and the other fuel-saving advancement. Whilst the basic LPG and Ute models would continue with GM’ s antiquated four-speed automatic, the later is claimed to provide improved competency, with Omega sedan the LPG use dropped to six percent from 14.2 to 13.4L per 100km.
Mark Reuss the chairman and managing director of GM Holden alleged that the new engines will extend Commodore’ s reign making it Australia’ s top-selling vehicle. Mr. Reuss said that People have asked for low operating costs, keeping the litheness of the size of Commodore and that is what exactly the company is offering. The major step forward for the Australian car industry is Direct-injection technology. It offers the Australian car buyers what they need a more sophisticated Commodore among the four-cylinder contenders whilst delivering flexibility and space.
According to Mr. Reuss, the Australian and their families are not getting smaller and the distances are not getting any nearer but the expectations of customers with reference to fuel competency and environmental impacts are changing swiftly. Holden understands this and hence their new technology is their response. It takes advantage of the advanced technology potential, an all-alloy engine that is made in Australia and also made available to the Australian car buyers.