Holden Epica targets fleets -- and Camry

Holden says its revised Epica range, and in particular its turbodiesel flagship, has the credentials to take on Toyota's all-conquering Camry. And to prove it the Lion is spending up big on the midsizer's relaunch and targeting fleets seriously for the first time.

The Epica has been an underachiever in the VFACTS medium passenger car segment since it went on sale early last year. Despite impressive value and fuel economy, the six-cylinder petrol-engined has delivered lacklustre sales -- in effect leaving the segment to be sewn up by Japanese models that either cater to educated private buyers (Honda Accord Euro, Mazda6, Subaru Liberty) or the fleets (Toyota Camry).

In among the segment also-rans from Europe and America, despite its Holden badge, the Epica hasn't offered buyers cachet or emotional investment. At times it has failed to reach the sales volumes of the significantly more expensive Vectra, the Epica's predecessor in the segment.

Holden is keen to change that. And, recognising that the Epica will be unlikely to prosper on private buyers alone (even with the upgraded range now on sale), the Lion has resolved to mine fleets for additional sales growth... And with a diesel to boot!

On sale now, the new CDTI turbodiesel is the hero model of the upgraded Epica range. Kicking off with a model priced under $30,000, the car demands a $2000 premium over the equivalent entry-level 2.5-litre petrol six. Both engines are matched to a new six-speed automatic with a sequential shift mode. The new range (more here) also sees the demise of the entry level (and unloved) 2.0-litre five-speed manual Epica.

"I think it's true to say we haven't played in the [medium] segment seriously for some time," Holden's Executive Director of Sales, Marketing and Aftersales, Alan Batey, told the Carsales Network.

"We were in the segment with Vectra... But it was quite high priced. So we really weren't able to penetrate that segment in any way with any big volume..."

"When we launched this vehicle [Epica] the one we wanted was this one [the turbodiesel variant]. [But] We decided we had nothing to lose -- we had nothing in the segment at all -- so let's basically start to establish the nameplate [with petrol variants] always knowing that this [turbodiesel] was our opportunity," Batey explained.

Batey confirmed Holden will now significantly increase Epica's marketing spend in an effort to re-energise the nameplate. The spend will focus almost entirely on the turbodiesel variant.

The turbodiesel CDTI Epica achieves an ADR81 combined-cycle fuel consumption figure of 7.6L/100km. Even the 2.5-litre inline petrol Epica achieves a fuel consumption figure of 9.3L/100km -- both comfortably ahead of the 9.9L/100km figure for the Camry.

Holden's new Epica television commercial (already on air) focuses on the diesel Epica's modern powerplant and fuel consumption, incorporating the tagline: "23 per cent better economy than Camry".

The turbodiesel Epica will also be the focus of a substantial online campaign that also compares the Holden against the Toyota stalwart.

Batey says Holden's belief in the opportunity the turbodiesel Epica presents is reflected in the ad-spend. But there's a significant fleet-focussed operation behind the scenes as well.

"We're putting a lot of money behind launching that vehicle now and with the [high level of] spec, ESC as standard across the range and the diesel, we've got a point of difference. The thing we're not going to back away from is it truly offers a great alternative in this segment to petrol vehicles," Batey opines.

"As we speak now we're doing extensive ride and drive events around the country with our fleet operators. They've not had a midsized vehicle [from Holden] to consider before."

But is low fuel consumption enough, even in this day and age? Epica has always been more economical than the Camry, yet it has made no dint in the Camry's fleet-queen prestige. Batey concedes retained value will be part of the fleet's decision making process. Equally he admits there's no firm data on how the Epica will perform in this vital stat.

Batey is undaunted though.

"There's two diesel segments right now. There's one that's a premium one, which VW has done very well... But what we're really talking about here is offering people [private buyers and fleets] a real economy equation. So that segment really has been somewhat untapped. We think we've got a real opportunity," Batey opined. 

Indeed, with the Epica's good levels of NVH and exterior dimensions approaching the Camry's (10mm shorter and narrower than the Toyota) plus a price for the base Epica CDX diesel level-pegging that of the entry-level Camry Altise ($29,990), Holden execs like Batey and Holden Marketing Director, Philip Brook, think it may have the Toyota's measure.

"Diesels are fundamentally more expensive but it's not just relative to our petrol car that we price -- we price relative to the competition, so if you look at where we're positioned, this is fantastic value," offered Brook

"You stack it up against any other car in the segment and we think the value equation is fantastic," he said.

Ultimately, one of the key hurdles Epica may have to conquer in fleet (and private) terms is the rising price of diesel fuel. Nonetheless, Holden is confident turbodiesels could soon account for up to 50 per cent of Epica volume.

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