Photo: OSX via Wikipedia
Almost exactly two years ago, General Motors told the public that Holden would cease its engine and vehicle manufacturing ventures in Australia before the end of 2017, dealing a heavy blow to Australia’s automotive industry.
Despite the fact that Holden vehicles are restricted to the Australian market and a few other neighboring countries, the appeal of a fast sedan with rear-wheel-drive and big V8 engines is something that crosses any border, and is precisely what the Holden Commodore offered. Not to mention there was also the pickup version also known as a ”ute.”
Adopting a special layout such as this one could prove to be the model’s saving grace, as it was enough to attract the attention of a Belgian investor called Guido Dumarey. Mr. Dumarey is ready to place a bid that would keep the Elizabeth plant - where the Commodore is produced - alive. The takeover is planned to happen before the 2017 deadline, but according to the Belgian’s own declarations, next year will be critical.
Acquiring companies in decline seems to be something of a specialty for Dumarey, but he’s also known for reviving them and making them profitable once again. This wouldn’t be the first time he did business with General Motors either, as in 2012 it acquired an automatic transmission factory from the American corporation in Strasbourg.
Speaking to Australian website Motoring, Dumarey has said that this earlier experience has taught him a lesson. After struggling for five years to complete the transaction, the Belgian now knows that there are also political implications that need to be addressed first. “It must be fair for the country, for the brand loyalty. It must be fair for everything, and that is important,” he says.
According to Dumarey, Holden is sitting on a treasure. He sees the Zeta platform (on which the Commodore model is built) as the key to success. In his view, a rear-wheel-drive car means a premium car and gives the example of what’s happening at Alfa Romeo where the Italians are reverting to this type of propulsion in an attempt to save the company from doom.
However, even though his bid sees him acquiring the Zeta platform and the Elizabeth plant, his new products would have to use new, different names, so they’ll basically be starting from scratch in terms of brand awareness. Dumarey is optimistic about it, saying that a network of dealerships can be relatively easily constructed both on a local and international level, while the new car being the spiritual successor of the Commodore will help initial buys.
In short, Dumarey’s plan is to make premium, rear-wheel-drive cars that are appealing to the Australians, but that can just as well be sold abroad as exports. He seems to think that having a good platform on which to build takes care of half the problem, while the other half can be overcome with a lot of hard work and inspiration. He doesn’t give any guarantees, but he seems completely involved in this enterprise and that could prove enough. “Let us say for 80 per cent of the population I am a risk taker. But everything is a risk. Without a risk, there is not any business.”
Adopting a special layout such as this one could prove to be the model’s saving grace, as it was enough to attract the attention of a Belgian investor called Guido Dumarey. Mr. Dumarey is ready to place a bid that would keep the Elizabeth plant - where the Commodore is produced - alive. The takeover is planned to happen before the 2017 deadline, but according to the Belgian’s own declarations, next year will be critical.
Acquiring companies in decline seems to be something of a specialty for Dumarey, but he’s also known for reviving them and making them profitable once again. This wouldn’t be the first time he did business with General Motors either, as in 2012 it acquired an automatic transmission factory from the American corporation in Strasbourg.
Speaking to Australian website Motoring, Dumarey has said that this earlier experience has taught him a lesson. After struggling for five years to complete the transaction, the Belgian now knows that there are also political implications that need to be addressed first. “It must be fair for the country, for the brand loyalty. It must be fair for everything, and that is important,” he says.
According to Dumarey, Holden is sitting on a treasure. He sees the Zeta platform (on which the Commodore model is built) as the key to success. In his view, a rear-wheel-drive car means a premium car and gives the example of what’s happening at Alfa Romeo where the Italians are reverting to this type of propulsion in an attempt to save the company from doom.
However, even though his bid sees him acquiring the Zeta platform and the Elizabeth plant, his new products would have to use new, different names, so they’ll basically be starting from scratch in terms of brand awareness. Dumarey is optimistic about it, saying that a network of dealerships can be relatively easily constructed both on a local and international level, while the new car being the spiritual successor of the Commodore will help initial buys.
In short, Dumarey’s plan is to make premium, rear-wheel-drive cars that are appealing to the Australians, but that can just as well be sold abroad as exports. He seems to think that having a good platform on which to build takes care of half the problem, while the other half can be overcome with a lot of hard work and inspiration. He doesn’t give any guarantees, but he seems completely involved in this enterprise and that could prove enough. “Let us say for 80 per cent of the population I am a risk taker. But everything is a risk. Without a risk, there is not any business.”
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