VZCZCXRO1208
RR RUEHCHI RUEHFK RUEHHM RUEHKSO RUEHNAG RUEHPB
DE RUEHBN #0137/01 3330324
ZNR UUUUU ZZH
R 280324Z NOV 08
FM AMCONSUL MELBOURNE
TO RUEHC/SECSTATE WASHDC 4820
RUEATRS/DEPT OF TREASURY WASHDC
RUEHZU/APEC COLLECTIVE
RUEHPT/AMCONSUL PERTH 1480

UNCLAS SECTION 01 OF 02 MELBOURNE 000137 
 
SENSITIVE 
 
SIPDIS 
 
E.O. 12958: N/A 
TAGS: EIND ECON ETRD AS
SUBJECT: Global Financial Crisis Batters GM/Holden 
 
REF: A) Canberra 1134, B) Canberra 1079, C) Melbourne 125 
 
MELBOURNE 00000137  001.2 OF 002 
 
 
Summary 
------- 
 
¶1. (SBU) GM/Holden's Chairman, Mark Reuss believes that the 
Australian auto industry's largest foe is sagging consumer 
confidence.  Reuss is pursuing alternative financing to help 
struggling dealerships and believes the Rudd government's recently 
announced car plan will help the industry adapt and evolve.  Looking 
to the future, GM/Holden will remain in the large sedan segment in 
Australia, but will vigorously pursue fuel efficient technology for 
existing platforms.  The Chairman closed the meeting on an upbeat 
note by stating that confidence should recover within twelve months. 
 His weary appearance, however, suggested that GM/Holden was working 
overtime to keep its nose above water, especially in a market 
increasingly dominated by imported vehicles.  End Summary. 
 
"It's All About Confidence" 
--------------------------- 
 
¶2. (SBU) Mark Reuss, GM/Holden's Chairman and Managing Director, 
told DCM and CG on November 24 that his company's primary challenge 
at the moment is overcoming battered consumer confidence.  "There is 
not much in the way of real problems," he said, "it is all about 
confidence."  Reuss explained that negative perceptions of the 
automotive industry in the United States have passed quickly to 
Australia via the media and have damaged consumer confidence in the 
local economy.  In the last four weeks, GM/Holden has experienced a 
rapid decline in demand for its products to the tune of 23-25 
percent.  Holden's fleet business, which accounts for 60 percent of 
all Australian sales, has all but "dried up." 
 
¶3. (SBU) Reuss pointed out that GE and GMAC's decision to pull out 
of the auto financing business in Australia (ref. C) "compounded" 
difficulties caused by sagging demand and have left retailers 
searching for alternative methods of financing.  Many Holden 
dealerships have long-standing relationships with local banks who 
have offered to provide temporary financing for their businesses and 
customers.  In addition, Reuss said that he is working to get an 
existing bank, guaranteed by the Rudd government's offer to backstop 
bank holding companies, to fill the void left by GE and GMAC. 
 
¶4. (SBU) GM/Holden, according to its Chairman, has found several 
opportunities in the current economic climate.  A heavily 
depreciated Australian dollar has helped make exported vehicles more 
profitable, but the global financial crisis has significantly 
deflated U.S. demand.  In addition, Reuss said that prospects in the 
Middle East are good with Ford's Crown Victoria model disappearing 
from the scene.  This makes GM/Holden "the only game in town" for a 
large sedan market segment which remains popular in GCC countries. 
 
Assistance Packages "Welcome" 
----------------------------- 
 
¶5. (SBU) Reuss effusively praised the Rudd government's November 10 
rollout of the "New Car Plan for a Greener Future" (ref. A) 
assistance package.  He said that the Rudd government was "well in 
tune" with what is necessary to see Australia's automotive sector 
through the current crisis.  Although Reuss claimed that the Detroit 
downturn will not affect operations in Australia as quickly or as 
deeply as it has in the United States, he believes that a 
"rationalization" of the Australian auto industry's supply base will 
likely occur.  Components manufacturers, Reuss said, will need to 
adapt to take advantage of incentives offered by the Rudd 
government's new program.  Trouble at Ford Australia could 
precipitate even faster streamlining of the components manufacturing 
sector.  (Note: For more information on Australia's auto components 
sector, see ref. C.  End note.) 
 
¶6. (SBU) Responding to DCM's question about the potential for a 
hybrid automobile market in Australia, Reuss stated that while the 
GOA's recent initiative may help stimulate more interest in green 
car technology, "paying an AU $17,000 (US $9,350) premium for these 
cars still does not make sense in Australia."  Turning to a 
potential assistance plan for U.S. auto makers, Reuss said that the 
benefits would certainly flow through to the Australian automotive 
industry because the GM parent company invests in global platforms. 
On the other hand, benefits flowing from the Australian assistance 
plan were unlikely to impact U.S. operations and would largely stay 
in Australia. 
 
The Future of GM/Holden 
----------------------- 
 
¶7. (SBU) Reuss emphasized that GM/Holden still manufactures the 
best-selling car in Australia -- the Commodore which accounts for 50 
percent of its market segment.  GM/Holden will invest heavily in new 
technologies for its existing platforms, on which the parent company 
 
MELBOURNE 00000137  002.2 OF 002 
 
 
has already invested sizable sums.  Reuss stated that GM/Holden 
intends to introduce the most sophisticated V8 engine in the world, 
which will selectively shut down four of its eight cylinders when 
they are not needed.  Finally, it will roll out a new technology 
every two to three months over the next four years. 
 
¶8. (SBU) According to Reuss, GM had just undertaken a lengthy and 
costly restructuring effort when the global financial crisis struck. 
 He said that the parent company had cut US $9 billion of costs from 
its annual operating budget.  In addition, a recently negotiated 
labor contract would significantly cut its labor costs, but will not 
come into effect until 2010.  He closed the meeting on an upbeat 
note by stating his belief that Australians will be ready to buy 
cars again within the next 12 months. 
 
Comment 
------- 
 
¶9. (SBU) GM/Holden's embattled Chairman was careful to highlight the 
opportunities offered by the current financial environment to the 
Australian automotive industry.  The company, however, clearly faces 
continued challenges as it struggles to maintain relevance in a 
sector that is increasingly dominated by imported vehicles.  Holden 
is also gambling that Australia will continue to remain loyal to the 
best-selling six cylinder Commodore once fuel prices resume their 
upward movement. 
 
THURSTON