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Carsales Staff7 Feb 2015
NEWS

Bernhard named to run Holden

Aussie numbers man Mark Bernhard to take over in Q3

General Motors has announced Australian Mark Bernhard as the new chairman and managing director of Holden.

Bernhard, 51, is a GM lifer who started his career at Holden in 1986 and has worked at the global automotive giant ever since, specialising in finance.

Bernhard, who is currently vice president and chief financial officer of Shanghai GM in China, will not take up his Holden post until early in the third quarter of the year. His appointment was announced late this afternoon (Friday, Feb 6).

Bernhard will succeed GM Holden Interim Managing Director and CFO Jeff Rolfs, who took over from Greek-born Gerry Dorizas, who quit after only eight months in the top Holden job.

Bernhard is the sixth Holden MD in seven years and the first Australian to run the company since the late John Bagshaw from 1987-1990 and takes over as the company prepares for the transition from manufacturer to marketing and sales company. Holden will cease building cars in Australia no later than late 2017.

Holden also announced today it would be launching 24 major new models and 36 new drivetrain combinations over the next five years.

"While I can't reveal all the details, I can say that Holden will debut an all-new Barina Spark in the first quarter of 2016, launch a global Captiva replacement and another all-new, world-class SUV to ensure comprehensive offerings in the crucial SUV market segment," GM international operations boss Stefan Jacoby told media at a press conference in Sydney on Friday afternoon.

Bernhard didn't attend the press conference, although he was in Australia on Friday to speak to Holden dealers, many of whom were understood to have become disillusioned with management during Dorizas' brief reign.

When he first started at Holden, Dorizas told media that the aim was to topple Toyota from the number one sales position in Australia by 2020. Jacoby said today that goal remained valid.

"I think it is a challenging objective. And when we say we want to be the number one, we want to be the number one not only in respect of sales, but we want to transform this business into sustainable profitability with a perfect customer experience, with a really appealing product range in the market as well.

"So there is more than just saying we want to be the market leader."

Jacoby said Bernhard's combination of qualifications made him the right choice for the Holden job during its transition.

"We had a global search and looked externally and internally," he said. "I think Mark brings all the knowledge about Holden, the Australian specifics in this market and country, but he also has global knowledge about General Motors.

"That combination… truly qualified him for this very important role," Jacoby stated.

In quotes issued by Holden's media department, Bernhard said:

"It's wonderful, and quite humbling, to be returning to Holden to lead the company where my career started.

"I am a Holden man, always have been. Managing Director of this company has always been a dream job.

"While I know that the company is going through a very challenging transition, I also know that it is has a very bright future.

"I understand that the transition from being a manufacturing company to a national sales company is not easy. We need to ensure that those that leave us as a result of this change are treated with dignity, respect and most of all, support.

"But I am really looking forward to leading the re-making of our iconic company as we bring in great new product, continue to revitalise our aftersales service and re-establish ourselves as Australian customers' favourite car company.

"We're building an incredible product line-up – Holden's biggest and best ever – and represents a real commitment from GM. It's an exciting time to be coming on as MD.

"I am looking forward to starting my new role in Australia," the quotes stated.

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Written byCarsales Staff
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