News - Holden - Epica
Holden bets on Epica
Holden says it tried and failed with a pricey medium in Vectra: now it's Ford's turn
14 May 2007
HOLDEN has expressed doubts about the wisdom of Ford’s decision to introduce the premium European Mondeo.
At the recent launch of Holden’s new South Korean-built (by Daewoo) Epica – the replacement medium-size car for the European (Opel-built) Vectra – marketing director John Elsworth responded to our question on prospective Mondeo sales with this: "We tested the market with an expensive mid-sized model and it didn’t work".
Mr Elsworth said the Vectra was discontinued in 2005 because its high ($34,990) base price failed to attract enough buyers. The Epica is priced from $25,990. A dollar figure is still to be placed on the Mondeo, which is due here in October.
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