Holden ignored nostalgia asset

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BRISBANE, Tuesday: Queensland University of Technology marketing professor Gary Mortimer says the decision-makers who decided to kill the Holden brand overlooked one of the company’s priceless assets – nostalgia.

“Did General Motors really let Holden wither away?” he asked. His answer: Yes it did!”

Mortimer and many others (including Aussie PM Scott Morrison) reckon GM could easily have returned Holden to profit with a more enlightened marketing approach.

  • Read the full story in B&T here

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