Holden’s long overdue medium SUV contender, the Equinox, is about to enter the market to take on the Mazda CX-5, Hyundai Tucson, and fellow cabin-space leaders the Honda CR-V and Nissan X-Trail.

Today the Lion brand announced a very competitive sub-$30,000 starting price for the entry automatic version in a bid to make up for lost time, plus a very well-specified LS+ grade at $32,990 primed to lure a number of buyers away from better-known rivals.

SUV sales in Australia have grown almost three-fold to 440,000 annually over the past decade, and now outsell conventional passenger cars. Yet Holden’s main offering in the dominant mid-sized segment has been the aged Captiva sold entirely on being cheap.
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