Holden chases young buyers
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IT’S NEVER BEEN EASIER TO GET BEHIND THE WHEEL OF A NEW CAR, ESPECIALLY WHEN ALL YOU HAVE TO DO IS ADD FUEL AND GO NOVEL CAMPAIGN OFFERS AFFORDABLE PAYMENT PLAN
Holden New Zealand has come up with an innovative way to attract young buyers to its all-new Spark compact hatchback by offering a new finance plan.
The campaign nicknamed “Add Fuel and Go” by Holden NZ removes the need for a deposit and instead offers a weekly $99 payment that not only covers the purchase of a Spark LS, but also servicing, warranty, insurance and roadside assistance.
The campaign is aimed at Millennial buyers, says Holden NZ’s managing director, Kristian Aquilina.
“We anticipate this promotion will resonate with recent graduates and those starting out in the workforce, as it is a very manageable weekly payment,” he said.
“Kiwis are familiar with subscription-based services such as mobile phones and pay TV, and this is simply an extension of this as it too relies on a weekly payment — but we believe this is the first time it’s been done in New Zealand with a car,” said Aquilina.
At the end of the three-year contract, the driver can either buy the car outright, upgrade to a new model or end the subscription.
Launched in New Zealand in May this year, the compact hatchback was the fourth generation Spark but the first all-new vehicle for parent company, General Motors, since the GFC.
The Spark has a new platform, new body and a new 1.4-litre engine, plus updates in-car connectivity with the introduction of Apple CarPlay/Android Auto on a large touchscreen.
The Spark starts at $16,490 for the LS manual, $17,990 for the LS CVT automatic and $19,990 for the top-spec LT CVT.
The Spark has a sleek exterior appearance thanks to the double front grille, a lower profile because of a long wheelbase, thinner pillars and a reduction in height. The wheels are pushed to the edge of the fenders to give it a longer look.
The Spark will compete against the popular Mitsubishi Mirage, Nissan Micra, Suzuki’s Swift and Honda’s Jazz, and while some of those companies offer similar finance schemes, Holden says its deal is a New Zealand-first.
“Other brands advertised ‘single payment’ deals out in the market but none is as comprehensive as our offering, which includes insurance, servicing, three-year warranty, WoF, roadside assistance and on-road costs,” said a Holden NZ spokesperson. “We’ve enjoyed a fantastic response to the launch of the new Holden Spark and want to extend the opportunity to drive the new model to even more people,” said Aquilina.
“It’s never been easier to get behind the wheel of a new car, especially when all you have to do is add fuel and go.”
Holden NZ has also trained its sales staff on how to deal with Millennial customers, according to Holden NZ’s marketing manager, Marnie Samphier.
“We did a lot of research on the Millennials and showed it to the sales staff, and talked about their change in processes in dealerships,” she said.
The Spark was also recently awarded a five-star Ancap safety rating thanks to its six airbags, rear-view camera (on the LT) and Electronic Stability Control.