The dream is over

[SlickHolden]

Part 1

GM boss sees a tough road ahead for Aussie auto sector

By NEIL McDONALD 21 September 2005

AUSTRALIA’S automotive industry faces a tough future as global competitive pressures impact on car and components manufacturers, according to General Motors chairman and chief executive officer, Rick Wagoner.

Speaking to GoAuto in Frankfurt last week, the boss of the world’s largest auto-maker hit out at the Australian government’s policy of reducing trade barriers, which he said was "putting domestic manufacturing under a lot of pressure".

However, Mr Wagoner ruled out a further review of Holden’s operations in the face of declining market share and increasing competition from imports.

Last month, Holden announced it would axe 1400 jobs at its Elizabeth plant in Adelaide. It also revised downwards its production forecasts.

"We’ve announced that we’re going to move on the third shift – I think that’s all we’re talking about right now," Mr Wagoner told GoAuto.

"I wouldn’t say anything any more significant than that. We’ve looked at the issue of the competitiveness of the Australian supply base."

Holden has already dumped some Australian suppliers for next year’s VE Commodore, moving component sourcing offshore to countries including Thailand and China.

Industry estimates suggest the VE Commodore will have the lowest percentage of Australian-sourced components of any of the four Australian-built vehicles.

Mr Wagoner said the supply base traditionally came under pressure first "because it’s easier to ship in supplies than whole vehicles".

"Right now we think that with the product configuration we have and the ideas we have about using more global platforms ... that’s going to help the manufacturing base stay more competitive," he said.

"But over time the economic realities are going to play out and I have some concerns that a policy which will over time reduce to a miniscule level or eliminate barriers to trade or duties are going to put domestic manufacturing under a lot of pressure."

Mr Wagoner conceded that Holden had suffered setbacks after "four or five years of prosperity" and that he was concerned about its future. He said it needed to stay ahead of the cost issue.

"I think it’s an issue that we confront in all the developed markets," he said. "There has been a policy, which is understandable from the government’s perspective, to continue to reduce duties.

"But let’s face it. While there has been unbelievably dynamic growth in the Australian market, it’s still, on a global scale, relatively small.

"So without duty protection and a very strong Australian dollar, which is likely to continue, it makes domestic manufacturing there under greater and greater competitive pressure."

Once heralded as a saviour, globalisation was singled out as one of the reasons for the added pressure on each car-maker’s capacity in individual markets.

"On the other hand, cars are big and bulky things and to the extent that you can assemble them near the markets they are sold you don’t always have to have the lowest per-hour labour costs," Mr Wagoner said.

Pulling strings: Rick Wagoner unveils Holden’s global V6 engine in 2003 with former Holden chief Peter Hanenberger (centre) and Industry Minister Ian Macfarlane (right).

If manufacturers like GM can continue to drive efficiencies, he believes car assembly in developed countries like Australia could continue.

To do so, Holden would need to "get a little bit more edge" in its cost competitiveness because its exports markets "while they like the product" had price points that were too high, Mr Wagoner said.

Holden was at the forefront of trying to become more efficient and improve its competitiveness "to make sure we’ve got the right sourcing footprint, but over time we’re going to have to watch that", he said......

[SlickHolden]

Part 2

"We had a lot of success and we have a commitment to the country (Australia) and a great brand and good product-development capabilities, so we need to use them in a smart way."

Mr Wagoner said the high Australian dollar was also harming exports.

"It’s not just the States. The exports to the Middle East, which is a great business for us, has come under quite a bit of profitability pressure," he said. "So we’ve seen it fairly generalised. That’s the challenge we have to deal with. Right now, we don’t have any plans to move away from the export programs to the Middle East.

"The US, frankly we can be more flexible on those depending on how things play out. It’s not a high volume for Holden but very helpful for the US. But over time there could be different models that make more sense there."

Both Mr Wagoner and GM product czar Bob Lutz confirmed to GoAuto last week that the Holden-developed Zeta program, which was meant to underpin future rear-drive passenger cars in the United States and other markets but was put on hold earlier this year, was still alive and kicking.

"I guess what we can say is that in the first place, Zeta is not dead or cancelled," Mr Lutz told GoAuto.

He said GM had to cancel the original program because it had done "a variety of not-very-smart things and wound up with a US portion of the program that did not make any business sense".

"We’ve gone back and redone that and accepted some delay."

GoAuto understands the Zeta architecture was too expensive to be built in some low-cost markets and needed to be more cost-competitive.

Mr Wagoner said GM’s global operation still needed a low-cost, medium-large car rear-wheel drive platform.

"We think there is a business opportunity, we think that’s a global opportunity," he said.

By virtue of the revised strategy’s global application, Mr Wagoner said there were no plans to export Chinese-built vehicles off the Zeta platform to Australia.

But he did suggest that if the Zeta architecture was used as a base for other products around the world "then we’ll build it elsewhere".

"As far as the Holden specific-product (goes), we haven’t had any discussions about building it elsewhere in that category," he said.

"Obviously, for some of the smaller products we’re going to do that or are doing that."

Both Mr Wagoner and Mr Lutz were bullish about Holden’s continuing engineering role within GM amid concerns that it was being squeezed by Detroit.

"There is no question that Holden will have the role within GM of being the centre of excellence and the architectural home room for mid-market and premium rear-wheel drive architectures," Mr Lutz said......

[SlickHolden]

Mr Wagoner conceded that Holden had suffered setbacks after "four or five years of prosperity" and that he was concerned about its future. He said it needed to stay ahead of the cost issue. Pot calling the kettle black GM can't keep it's own shit under control so they brake Holdens nads.

"So without duty protection and a very strong Australian dollar, which is likely to continue, it makes domestic manufacturing there under greater and greater competitive pressure." In Australia as Australians a strong Aussie $ is good;).


If manufacturers like GM can continue to drive efficiencies, he believes car assembly in developed countries like Australia could continue. :p

Holden was at the forefront of trying to become more efficient and improve its competitiveness "to make sure we’ve got the right sourcing footprint, but over time we’re going to have to watch that", he said.:p Maybe should have watched there own backyard a little cloeser over these past years.

Mr Wagoner said the high Australian dollar was also harming exports.

"It’s not just the States. The exports to the Middle East, which is a great business for us, has come under quite a bit of profitability pressure," he said. "So we’ve seen it fairly generalised. That’s the challenge we have to deal with. Right now, we don’t have any plans to move away from the export programs to the Middle East. "The US, frankly we can be more flexible on those depending on how things play out. It’s not a high volume for Holden but very helpful for the US. But over time there could be different models that make more sense there." Always looking out for number1;)


Both Mr Wagoner and Mr Lutz were bullish about Holden’s continuing engineering role within GM amid concerns that it was being squeezed by Detroit. Holden is suffering cause GM is grabbing it's nads to hard and it's cutting the blood off. They rely to much on holden to help them out all because they have no large RWD cars Holden will fall under them soon if they don't back off a touch.

[gregvl52]

In Australia as Australians a strong Aussie $ is good.

A strong Aussie $ is good for buying things from other countries, so domestically produced things are relatively more expensive: i.e., bad for Holden.

[Cadillac Imaj]

holden had better watch out!

[SlickHolden]

A strong Aussie $ is good for buying things from other countries, so domestically produced things are relatively more expensive: i.e., bad for Holden.
A better Aussie $ gets us Cheaper Fuel ;)
Holden is buying overseas right now so how is that bad for holden?

[Blue Supra]

we're like 80% independant on petrol. strong dollar or not prices shouldnt be influenced much by our dollar.

The next commodore will be an import put together in Australia.

Manufactured in: China
Built in: Australia :p

[SlickHolden]

Only 45% of it not the main bit's. But it's still fully design here thats the main thing to me the overseas buying is cost cutting now and the FTA is the main reason why it's easyest.

[fpv_gtho]

GM probably had the choice early on to go global with the VE's parts or try and maintain a strong local content, but i think with VE shifting a gear to Zeta, GM's need required more than what the local industry could provide, now Holden may be hurting from GM's initiall dropping of Zeta for North America.

It really is ironic though that Holden are the ones that seem to be struggling the most with the local car. Mitsubishi are facing a strong current up shit creek, Fords rebuilt its customer reputation after the AU, Taurus, Cougar etc and Toyota's just plodding along, selling whatever it can and Holden were the ones to pioneer the Aussie car yet they seem to be the first to jump ship on some simple things to gather their profit margins.

In hindsight, dropping the 3rd shift could be a good thing for them. Slick and Simon will know that im always comparing Ford and Holdens plants on their unit per day production, and im about to do it again. Ford are producing in the vicinity of 500 cars per day, at just over 50 seconds per car on the production line and all from a single shift. Holden WERE on about 850 a day for 3 shifts, which im not sure how that breaks down for each car on the line. They really need to match Fords per car target realistically, as the 3rd shift being dropped really shows where theyre not working to their full potential.

[SlickHolden]

GM probably had the choice early on to go global with the VE's parts or try and maintain a strong local content, but i think with VE shifting a gear to Zeta, GM's need required more than what the local industry could provide, now Holden may be hurting from GM's initiall dropping of Zeta for North America.

It really is ironic though that Holden are the ones that seem to be struggling the most with the local car. Mitsubishi are facing a strong current up shit creek, Fords rebuilt its customer reputation after the AU, Taurus, Cougar etc and Toyota's just plodding along, selling whatever it can and Holden were the ones to pioneer the Aussie car yet they seem to be the first to jump ship on some simple things to gather their profit margins.

In hindsight, dropping the 3rd shift could be a good thing for them. Slick and Simon will know that im always comparing Ford and Holdens plants on their unit per day production, and im about to do it again. Ford are producing in the vicinity of 500 cars per day, at just over 50 seconds per car on the production line and all from a single shift. Holden WERE on about 850 a day for 3 shifts, which im not sure how that breaks down for each car on the line. They really need to match Fords per car target realistically, as the 3rd shift being dropped really shows where theyre not working to their full potential.
True they need more from the 1st shift and 2nd shift like you said they have had 3 shifts working and built only 30% more cars. The 2 shifts need to get that 30% and build atleast the same amount of cars now. Also i'm sure that Holdens shifts would even be more then Fords shifts which makes it even worse.

[fpv_gtho]

It might come down to the layout of the plant or something, with how Holden actually manages the production line. I highly doubt the age of the plant is an issue, as Fords Broadmeadows plant is as old as the Falcon.

[SlickHolden]

It might come down to the layout of the plant or something, with how Holden actually manages the production line. I highly doubt the age of the plant is an issue, as Fords Broadmeadows plant is as old as the Falcon.
Another thing also that might be Australian built cars only they ad up and they might make 1100 all up or something but 800 stay here rest export's??

[fpv_gtho]

Im pretty sure theyre talking about total production, not local production when they quote those numbers.

[gregvl52]

A better Aussie $ gets us Cheaper Fuel ;)
Holden is buying overseas right now so how is that bad for holden?

I was taking it from a labor perspective: jobs moving overseas.

[SlickHolden]

I was taking it from a labor perspective: jobs moving overseas.
You get that no matter what, Cheap labour is always cheaper outside your own country.
But with them being a global car and GM jumping off then back on they needed to bring prices down, This one was not holdens or Australia's fault it was GM that wanted this global car, And Holden was maybe supposed to get extra $$$ for it and when they (GM) Pulled out they got left with one very expensive new car. In a Very competitive market.
And if Holden can't price there cars 5-10% in the price range as the others they will loose out big. then ad the price of the car(VE) Something had to give the only way was to get parts from overseas and cut jobs.

But the thing i didn't like about the Aussie $ comment was it's bad for them the Aussie$ When exports cost more they all would love our dollar to be 50c Pay less that is what i got from Wagoners comments.
And here if we grab a Vette or Caddy Stang we are looking at around $90,000-$100,000+ I'm sure that never happens overseas with our cars.
We pay $61.000(AUD) For the Monaro With LS1. In the states you guys get the LS2 in it and pay ? $32,000(USD) Who can complain about that? Holden people;)