How a big car maker turned the small car market on its head

This case study shows how Holden, a big Australian car maker, was able to turn the small car market on its head by realising basic truths about the product and the market.

How a big car maker turned the small car market on its head

Agency AJF PartnershipAdvertiser GM HoldenAuthor Kate LeucharsTotal Campaign Expenditure $5 - 10 million

How can we launch the entirely new Holden Cruze into the toughest battlefield of all, small cars, at a time when category sales are dramatically dropping and the car itself is not in line with what consumers want?

Category:Battle for share against the longstanding leaders and the ‘scrappy pack’ The small car category is the most ruthless battleground of the car industry. Dominated for decades...

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