OG ROBERTS dealer principal Bryce Roberts is driving change for the family business’ future after months of negotiations with four different manufacturers to replace the exited Holden brand.
The iconic Australian make has been synonymous with the Roberts family’s Mount Gambier business since it was established and started operation in 1956.
On February 17 this year, General Motors Holden announced it would cease all sales operation from June 30, resulting in Mr Roberts having to end the affiliation his grandfather signed 64 years ago.
Since taking on Mazda, Nissan, Kia, Isuzu, Iveco and many other lines, Mr Roberts said Holden had always been the dealership’s number one selling point.
Mr Roberts said it was one of the toughest days of his business life when he had to sign the document which marked the end of three generations of blood, sweat and tears.
“Holden was our starting brand … it is why OGR moved to Mount Gambier on July 1, 1956,” he said.
“Over that time, we have sold hundreds of millions of dollars worth of Holdens, have employed thousands of staff members and have dedicated hundreds of working hours to the brand.
“It is certainly a sad day for us as a third-generation dealer, not to have the iconic Holden brand with us anymore.”
When General Motors announced in December 2013 i t would cease Holden manufacturing in Australia at the end of 2017, Mr Roberts said he was sickened by the news.
“Holden was truly Australian where as other brands – say for example Ford and Toyota – are a global brand,” Mr Roberts said.
“Holden was always Australian-owned and we had always had Australian made cars since it started manufacturing in 1948.
“Australia has a long and proud history with the affiliation of Holden and General Motors.”
Since the day General Motors cut its Holden manufacturing in 2017 in the country, Mr Roberts said the iconic Australian brand recorded a dramatic decline year after year in sales.
“In 2013, it was the number two brand in the country, by the time they finished on June 30 this year, they were the twelfth,” he said.
“There was not enough thought dedicated to the future planning model lines … not the right product line, specifications and it was not what the Australian market was looking for.
“They were still living on the back of the Commodore which was very successful and is a fantastic car with incredible value, but overall vehicles did not sit well with the general public’s appetite.”
While looking at the broader picture, Mr Roberts said it was an enormous blow for the country’s automotive industry when Holden, Toyota and Ford all announced cease of manufacturing in Australia during 2016 and 2017.
“Directly, those companies may have employed say 15,000 people, but indirectly those brands would have employed over 150,000 people across the automotive industry,” he said.
“There has been a lot of talk right now about industrialising the country and our reliance on the globe is too great.
“We have let all these fantastic industries slip through our fingers, not only the automotive, all just to save a dollar to get it done overseas.”
HOLDEN OWNERS ASSURED
ALTHOUGH it will no longer stock the iconic Australian line, the leading Limestone Coast car specialist has signed a minimum five-year service and parts agreement, ensuring Holden owners would continue to have their vehicles maintained.
Mr Roberts said General Motors had declared it would continue its Holden services and parts operation for the next 10 years.
“There are over 1.5 million Holdens driving around on the road as we speak, they still have to be serviced, maintained and have parts brought into the country to maintain them,” he said.
“We as operators have signed for the next five years. If there is a problem, they will have access to specialised servicing and to keep the vehicle operational.”
NEXT STEP
SINCE February, the dealer principal said he had been discussing and meeting with four different vehicle manufacturers to potentially replace the Holden brand.
“The right mix is a brand which sells SUVs, sports utility vehicles and commercial four-wheel drive, dual cab vehicles,” he said.
“We need something which fits the area’s market and demographic of what people want to buy and suit everyday needs.
“By the end of this year we will have the dealership signed and will have a line to replace the Holden brand.”
Mr Roberts said replacing a brand which had grown in loyalty and reliability across the Limestone Coast was going to be incredibly tough, but he was looking forward to the challenge.
“You do not just replace something as big as Holden overnight with a new brand, it can take up to five to 10 years of investment, training, infrastructure and just building it up in the community,” he said.
“The Holden brand name is one of the strongest brand names in this country as it was Australian-built and there was an incredible amount of loyalty.
“Once it became a full importer, the mindset of Australians changed.”
