C O M P A N Y O V E R V I E W
Holden New Zealand:
An Icon’s 60th Annive
See how Holden New Zealand is succeeding corporate culture. Written by: Laura Close Produced by: Camilo Sanchez
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HOLDEN NEW ZEALAND
Holden New Zealand celebrates 60-year anniversary with state-of-the-art operations
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t’s hard to imagine a major car company’s roots containing the manufacture of refrigerators. But that is indeed part of Holden New Zealand’s story, as well as the manufacture of car components like spark plugs, filters and exhaust systems. Its history is rich: Holden New Zealand’s first plant opened in January 1926 in Petone, with its assembly plant in Trentham opening several decades later in 1967. The company’s decision in 1990 to phase out local assembly of vehicles has guided it towards a focus on its country-wide import business, the 5
January 2015
dealer network and the sale of parts. As Holden celebrates 60 years in New Zealand and shares its vision for the future, GM Holden in Australia is working toward the phase out plan of manufacturing, the biggest shakeup of manufacturing in recent history. 60th Anniversary—Holden’s Here To Stay “The rationale around the celebration for our 60th is to highlight the achievements we’ve had over the last 60 years,” shared Jeff Murray, managing director, “but
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it’s also an opportunity to re-educate the public that whilst manufacturing in Australia is shutting down, Holden in New Zealand is not. There has been a misunderstanding in regards to where the company fits going forward.” New Zealand experienced a similar manufacturing shift to that of Australia’s about 30 years ago. Murray wants New Zealand to know that Holden and the car industry are both past this particular point in their history and to not rule out the company’s future. “This year marks 60 years of
operating in New Zealand and we look forward to another 60 years,” said Murray. The company’s 60th anniversary celebration took place in November, and its staff celebrated the milestone in a big way. Holden had asked the people of New Zealand to share their stories of affiliations with the brand. The response was impressive, with Holden New Zealand receiving more than 1,500 submissions, both written pieces and video entries. To cap off the celebration, the company held a function recently with its dealer principals, close partners, clients w w w. h o l d e n . c o . n z
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Manufacturers want to sell genuine parts at competitive prices, and make a profit through their dealers. Dealers want to create customer loyalty by enabling repairers to fit genuine parts – and also make a profit. Nexus Aftermarket brings the wants and needs of both sides together perfectly. We’re part of the White Clarke Group, leading providers of Commercial and Retail Finance, Leasing, Fleet Management, Wholesale Finance solutions and consulting services. And for over 21 years, we’ve been devising and delivering client-branded aftermarket solutions (such as Trade Clubs) across the world for numerous major vehicle manufacturers and franchised dealer networks. Our in-house strengths include the award-winning creativity and expertise you need to develop and design innovative, integrated marketing programmes, targeted dealer support material... whatever it takes, wherever it needs to go. Also integral to Nexus Aftermarket are bespoke, dedicated research and analysis, data support systems, account management, field management and dealer support. All to ensure that everything we do seamlessly becomes a natural extension of your operation. In every way, a perfect fit. Management: Jim Monaghan, Managing Director, Peter Elliston, Trade Programmes Manager Website: www.nexusaftermarket.com
HOLDEN NEW ZEALAND
M A N U FA C T U R I N G
and motoring media, and the winner of the restored 1969 HT Monaro will be announced in December.
reviewing the footprint of our network to ensure our customer base is being catered to, which can only truly happen through the New National Sales Transition dealers themselves.” For The Dealer Network And while Holden New Zealand’s Holden New Zealand prides itself corporate identity will only look on working closely with the dealer to get stronger in the next two to network. A collaborative approach three years, the company will also is paramount for its success, so the continually be looking for ways to company makes sure that issues, invest in the brand and business future programmes and potential through the dealer network. opportunities are worked on closely Holden’s manufacturing and by both parties. engine plants in Australia will close “We do deem the way we interact by 2017, and will potentially cost the with our network as a partnership,” employees at these plants their jobs. Murray shared. “That is crucial, However, the company is adamant and an important pillar of the way that it will do all it can to redeploy we go to market. We understand a number of plant employees into that the success of this company other parts of its business. is effectively living and breathing “Although it’s a tough situation through our dealer network. When to be in, I guess the real winners we talk about what the future plans in the equation will be the public, are for the network, we’re constantly based on the product that will come
“Expansion is the key going forward,” Murray said. “We place very high importance on staff being engaged in our team interests and goals, throughout the shift in our company culture and makeup.” w w w. h o l d e n . c o . n z
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HOLDEN NEW ZEALAND to market in the next three to five years,” commented Murray. He shared that the company’s global portfolio continues to remain strong, and that there will be a wider breadth of product on the market once the manufacturing side of the company in Australia is phased out for good. Holden’s Supply Chain Just like their dealer network, Holden’s relationship with its suppliers is a critical partnership. “We really value the relationship we have with our suppliers. An example of that is Ceva, which manages our P&A warehouse
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next door. We treat the staff of that organisation similar to the way we treat the Holden team. They are part of the family and we both rely on the relationship that was developed over many, many years.” Investing With Cobalt Digital Marketing Recently, Holden New Zealand brought on US-based Cobalt Digital Marketing to manage its digital space. The platform is useful to consumers, giving the company a place to engage with their customers and to dealers, for several reasons. “It’s an end-to-end digital website
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The AA congratulates Holden for its 60th anniversary in New Zealand and is proud to have been a partner for the last 25 years. THE NEW ZEALAND AUTOMOBILE ASSOCIATION INCORPORATED
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the way it was handled, the turnaround time and what the outcome was. What’s Next Currently, a number of vehicles are going through mid-year cycle model refreshers. Holden New Zealand will be focusing on SUVs and commercial vehicles, which are the company’s strongest sectors in its economy. “Expansion is the key going forward,” Murray said. “We place very high importance on staff being engaged in our team interests and goals, throughout the shift in our company culture and makeup. What we value and what we promote internally is that everyone has an equal say in the business, and we are open to new ideas and initiatives. It’s very much breaking down the levels of hierarchy in the organisation so there are no barriers to people sharing their views and thoughts with leaders in the company.” Even though Murray is about to head back across the Tasman to take up a new role at GM Holden in Australia, he predicts an even higher level of customer interest here in New Zealand with an even greater range of vehicles available in the Holden portfolio. Murray is also confident that Holden New Zealand will continue to maintain its strong relationships with its dealer network and suppliers which should auger well for Kiwi’s looking for that top quality product from its iconic brand.
Company Information INDUSTRY
Manufacturing HEADQUARTERS
Ellerslie Auckland, Australia FOUNDED
1954 EMPLOYEES
55 REVENUE
$50 Million+ PRODUCTS/ SERVICES
Holden New Zealand is the sales subsidiary for General Motors, New Zealand. The car import and sales company started in New Zealand with the manufacture of cars, parts and even refrigerators, and has recently shifted its interests to focus on its dealer network.
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Holden New Zealand Address PO Box 11195 Ellerslie Auckland Australia 1542 Tel. 0800 465 336 holdencustomercare@gm.com www.holden.co.nz