Veteran Ford Member
Join Date: Jan 2003
Location: Melbourne, Australia
You've gotta look at the people who buy these cars. As much as they want them, most 19 year olds can't afford a brand new HSV. It'll be the older (late 30s+), mainly men, who have an established career and family. Most don't want something that goes fast, if they did the'd be looking into it much more than just buying whatever has the better ad. they want something to get to and from the office and take out with the family on the weekend. I'll call them Borderline yuppies.
They want something with style. Holden aren't selling the car itself to these people, the're selling the image. These guys don't need a car that does low 12 quarters to get to the office, he wants something that turns head based on looks.
Who wants performance cars? Us petrol heads. We're pretty much set in what we'd want, there wouldn't be as many fence sitters as there are in the style department. So Ford and Holden don't really market towards us. I've never seen an ad for a T series nor a GT and I can recall any for the top of the line HSVs.
I think Ford has seen where/who Holden is selling to and have picked up in a different area. The're going for the lower income earner who needs the stock standard sedan to cart the kids off to school before going to work. They don't need as much style, they certainly don't need performance, they want whatever does the job, cheaper.
Maybe I'm wrong (I don't really watch that much tv), but I see ads for upmarket Holdens and lower range Fords. Heck I didn't even know what a T series was until I came here. Yet we all knows about the HSV. Holden is selling these to these 'borderline yuppies'.
Ford isn't selling their performance cars to this group, the're leaving them to be snapped up by the hardcore performance people. I'm sure sales will pick up with the BA Falcon and come the BB, BC, whatever, they will focus marketing more towards the borderline yuppies and not the day to day family guy.
Ford is recovering from a slump with the AU, lets give them a year and see where they are. Hopefully some good V8 supercar results will change things.