New Holden Commodore sales will drop

Sales of the new-generation imported Holden Commodore will go downhill.

That's the latest truth bomb from GM Holden's Director of Communications, Sean Poppitt.

The company isn't shying away from the fact that switching from a locally-made product to an imported one from February 2018 is going to impact its popularity.

The Holden Commodore is no longer rear-drive, there's no hero V8 model – which currently accounts for half of all Commodore sales – and it has a far different look, feel and philosophy. These will have a significant impact on its popularity too.

The new Commodore is essentially a German-made vehicle, the Opel Insignia, and if it were anything other than the replacement for Australia's favourite home-grown car that would be a boon.

But not for Holden. Not at this moment.

"We're cognisant of the fact that we don't think the new Commodore will do the same kind of sales numbers as the local one; I think that kind of speaks for itself," Poppitt told motoring.com.au during a pre-production drive of the new four-cylinder Commodore at its Lang Lang proving ground.

In a frank and honest conversation, Holden's comms director didn't sugar coat the situation. The company understands the changing landscape and even the resentment that many former and current Commodore owners feel.

"While there will be some people that won't go for the new one because it's not rear drive, it's not V8, it's not made here, while we'd love to keep them in the brand, we also respect their choice."

But Mr Poppitt suggests that as one door closes and loyal customers move on – perhaps to something like the rear-drive Kia Stinger – another door opens, with new customers expected to add the Commodore to their shopping list.

"There are also people who currently don't look at the Commodore who consider it to be, rightly or wrongly, to be a little bit low tech, a bit old-school, so this gives us an opportunity to reconnect with a different audience."

The new Commodore is based on an all-new global architecture and is lighter, has more technological features and, crucially, lower fuel consumption than the current Aussie-made model.

Gearing up for a global onslaught, the new large car will be sold in several major markets, including Europe, the USA and China – badged as the Opel Insignia in Europe and Buick Regal in the USA and China. In Australia, the new Commodore has been tuned to suit local conditions, with changes to the suspension and steering designed to make it more Aussie-appropriate.

Rob Trubiani, Holden's vehicle dynamics lead and the bloke responsible for the current VFII's chassis tune, said the unique Australian calibrations were designed to make the new model feel more at home here.

"We've been very heavily involved in this program to ensure that it's a worthy successor to the Commodore and that it comfortably wears a Commodore badge," he said.

"There's been a lot of murmurs about the fact that it's not RWD, but we have to get people in the car and they'll see that it's a worthy Commodore. That it's a fun car to drive. It still holds that Holden DNA. It is what a Holden should be," he added.

Ultimately the market will decide how successful the new Commodore is in Australia and, although Poppitt concedes that sales will fade, he's still confident the new model is an improvement.

"I know it's an old car-industry cliché, but the key will be getting bums on seats," he said. He argued that if people wanting a rear-drive V6 test drove the new front-drive four-cylinder turbo, opinions would change.

"It's faster, more economical, its lighter, better to drive. By every single measure the new entry-level commodore is better than the outgoing model," he opined.

Asked about the waves of negativity seen on social media over the imported model, and the decision to continue using the Commodore name, Poppitt was unequivocal.

"We just want people to put their money where their mouth is, and get behind the wheel before they make a judgement on it."