HOLDEN MARKETING BOSS HARLAND GONE

Mark Harland departs Holden – Photo: Supplied

UPDATED: As first revealed by Auto Action earlier today, Holden has officially announced its Executive Director of Marketing, Mark Harland has left the company with immediate effect.

Harland’s sudden departure after 21 years with GM comes just three days after he announced the “suspension” to Holden’s development of its new twin-turbocharged V6 Supercars engine.

Harland tried his best to candy-coat the engine announcement at Symmons Plains on Friday, saying the company wanted to “look at the landscape” of Supercars.

But Holden insiders say the seriously underfunded program – which felt the effects of Holden’s significant racing budget cuts – is officially dead.

That can only be seen as a major failure of Harland’s time in charge of racing, in addition to being a blow to Supercars’ Gen2 regulations.

Harland’s departure also follows recent crisis meetings held between senior GM management and the Holden board at Fishermans Bend – crisis meetings EXCLUSIVELY REVEALED BY AUTO ACTION ON FRIDAY.

While somewhat a shock to some in the industry, Harland’s departure did not come as a surprise to many, especially those aware of the emergency meetings, which included GM Executive Vice President and President of GM International Barry Engle.

Unhappy with Holden’s disastrous sales slide and serious eroding of its once valuable brand image, Engle and other senior GM management flew into Melbourne on the Saturday of the Australian Grand Prix aboard a GM corporate jet to rattle Holden’s management cages.

Harland was promoted to the Executive Director of Marketing role from his position as Marketing and Customer Experience Director at General Motors International (GMI) in Singapore.

At the time of his appointment, Holden said Harland had “worked closely with Holden’s Australian marketing team in the development of [its] new brand strategy” which was created to redefine the brand to “better engage with today’s Australia”.

That strategy, which virtually ignored the company’s heritage, has been disastrous for the brand, last week’s sales official sales figures revealing Holden recorded its worst quarter in history.

It registered a total of just 15,524 units for January, February, and March – over 22% down on 2017.

With only 5,116 March sales, Holden only just survived in the top 10, beating Kia by a paltry 32 units for the final spot.

Astra, Colorado, and Equinox, major parts of the company’s highly “24 new models by 2020” mantra, have all failed to gain traction in the marketplace, while the new ZB Commodore sold less than 600 units last month.

Industry sources are suggesting, in addition to current dealer stock, Holden has some 13,000 cars unallocated “on grass” with further shipments due to arrive.

Kristian Aquilina, currently Managing Director of Holden New Zealand, will replace Harland while continuing in his current role until a suitable replacement is found.

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