Holden officially slams takeover talk but concedes it’s now a “challenger brand”

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Holden boss Dave Buttner has officially dismissed talks of a takeover in the distribution of its cars – but in a shock move the former Number One has raised the white flag and admitted it is now a “challenger brand” in the wake of record low sales. In wide-ranging media interviews this week, Holden executives conceded the company needs to reinvent itself to remain relevant amid changing buyer tastes, and has even vowed to take on “keyboard warriors” who give it grief on social media.

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