HOLDEN'S billion-dollar investment in the revamped Commodore has failed to rekindle Australia's love affair with the iconic model, early sales figures indicate.
The new Commodore - Australia's most lavishly produced vehicle -
regained its coveted spot as the nation's favourite car during September, its first full month on the market.
But it still recorded little more than half the monthly sales of its heyday.
A recall of some Commodore models last week for a fuel-line problem, and the collapse of contracted parts manufacturer Iron Engineering, were the latest hiccups to hit Holden.
Holden sold 5262 Commodores in September - 4100 of the new model, plus the dregs of left-over old stock.
That was an improvement on recent lean results, but still well short of regular monthly tallies in the 9000 vehicles-plus range just a few years ago.
The all-time monthly record was set in October, 2002, when 9667 Commodores were sold.
Holden dealers and the company itself fiercely deny the new car is an expensive dud, but high petrol prices and stiff competition may make it impossible to regain its former dominance.
Jim Rutherford, who manages the Federal Chamber of Automotive Industries' sales database, said Holden might have been a victim of poor timing.
"They probably picked the worst possible time to release an eight-cylinder car, albeit a relatively efficient one," he said.
Sales of small cars have boomed in the past year as buyers downsize to more fuel-efficient models.
Ford has announced production cutbacks for its Falcon, the Commodore's traditional rival, in response to a slide in sales of big passenger cars.
Mitsubishi's 380 has also failed to deliver on expected sales, and Toyota last week launched its Aurion V6, another competitor in the large-car segment.
Wayne Pearson, managing director of industry consultants Horwath Motor Industry Services said Holden dealers were "not out there slashing their wrists". Sales had been slower than expected, however.
Mr Pearson said the days of dominant "category killers" like the old Commodore might be over, with consumers slower to commit to new models.
Philip Brook, Holden's marketing manager for large cars and SUVs, agreed buyers were slower to sign up to new models.
Fleet buyers, in particular, were taking time to adjust to the new Commodore, he said.
But Mr Brook said Holden was pleased with the initial response and expected strong results in coming months.
Sales of luxury Commodores were healthy, with waiting lists for models such as the Calais.
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