Holden

Holden

File:Holden Logo.svg Holden logo
Company type	Subsidiary
Industry	Automotive
Founded	1856 in Adelaide, South Australia, Australia
Founder	James Alexander Holden
Defunct	2020
Fate	Brand retired by General Motors in 2021; ceased trading in 2020
Headquarters	Port Melbourne , Australia
Area served	Australia and New Zealand (historically)
Key people	Laurence Hartnett (noted managing director)
Products	Automobiles (Holden Commodore, Holden Caprice, Holden Ute, badge-engineered vehicles)
Number of employees	19,000 (1959)
Parent	General Motors

Holden, once known as General Motors-Holden, operated as an Australian subsidiary company under the umbrella of General Motors. Originating in Adelaide, it functioned as an automobile manufacturer, importer, and exporter, marketing vehicles under its own marque within Australia. The company’s headquarters were located in Port Melbourne, with significant operations situated in South Australia and Victoria. After 164 years of operation, Holden ended its trading activities at the close of 2020, dedicating its final three years solely to importing vehicles.

Holden's primary offerings consisted of models developed internally such as the Holden Commodore, Holden Caprice, and Holden Ute. Additionally, it marketed badge-engineered cars through collaborations with brands like Nissan, Suzuki, Toyota, Isuzu, and GM affiliates including Opel, Vauxhall, and Chevrolet. The product range also incorporated vehicles sourced from GM Korea, GM Thailand, and GM North America. Notably, Holden briefly handled distribution of GM’s German Opel brand within Australia between 2012 and 2013.

Established in 1856 initially as a saddlery in South Australia, Holden ventured into the automotive industry by 1898. It became a subsidiary of General Motors in 1931, adopting the name General Motors-Holden's Ltd, later shortened to Holden Ltd in 1998, and then renamed GM Holden Ltd in 2005.

During the early 1990s, Holden operated assembly facilities in New Zealand, distinct from earlier General Motors operations there. Following World War II, production activities were largely concentrated in South Australia and Victoria. By 1989, final assembly was centralized at the Elizabeth plant in South Australia, with engine manufacturing ramped up at Fishermans Bend to cater to export demands.

Confronted with falling domestic sales of large sedans, Holden pursued growth through international markets to enhance profitability. In 2013, it revealed that it had received A$2.17 billion in federal government subsidies over a span of twelve years. Key reasons for halting local manufacturing included a strong Australian dollar, elevated production costs, and a limited domestic market size. Furthermore, internal challenges related to brand management and extensive rebadging eroded Holden’s distinct Australian identity, diminishing its appeal to consumers. Consequently, on 11 December 2013, Holden declared it would cease vehicle and engine production by late 2017.

Engine manufacturing at Fishermans Bend concluded on 29 November 2016, while the final Holden-designed Commodore was produced on 20 October 2017 as the Elizabeth plant shut down. Throughout its existence, Holden manufactured close to 7.7 million vehicles. On 17 February 2020, General Motors announced that the Holden brand would be retired by 2021. The GM Australia Design Studio closed its doors on 30 October 2020. Holden’s legacy continues through GM Specialty Vehicles (GMSV), which now imports models such as the Chevrolet Silverado and Chevrolet Corvette.

Early history

In 1852, James Alexander Holden migrated from Walsall, Staffordshire, U.K., and four years later founded J. A. Holden & Co., a saddlery enterprise based in Adelaide. By 1879, his eldest son Henry James Holden joined as a partner and took charge of managing the firm. In 1885, German-born H. A. Frost became a junior partner leading to the company being renamed Holden & Frost Ltd.. James’ grandson Edward Holden entered the business in 1905 with a keen interest in automobiles.

By 1908, Holden & Frost had expanded their services to include minor car upholstery repairs. Starting from 1914, they began re-bodying older vehicle chassis using motor bodies supplied by F. T. Hack and Co., handling assembly tasks such as mounting, painting, and trimming. After 1913 they also manufactured motorcycle sidecar bodies. Trade restrictions during World War I after 1917 prompted them to produce complete vehicle body shells on a larger scale. In response to this growth, H. J. Holden established Holden's Motor Body Builders Ltd (HMBB) in 1919, focusing on car body manufacturing initially at King William Street before constructing a substantial factory facility in Adelaide.

By the year 1923, HMBB was producing approximately 12,000 bodies annually, supplying body assemblies for Ford Australia until Ford opened its own Geelong plant. From 1924 onwards HMBB became General Motors’ exclusive car body supplier within Australia at the newly established Holden Woodville Plant, located at Cheltenham. They fabricated bodies for chassis produced by manufacturers including Austin Motor Company, Buick, Chevrolet, Dodge, Fiat Automobiles, Hudson Motor Car Company, and Oldsmobile, among others.

In 1926 General Motors (Australia) Limited was formed operating assembly plants throughout Queensland, New South Wales, Victoria, South Australia and Western Australia, utilizing HMBB-produced bodies combined with imported chassis. By 1930 the Woodville plant was building bodies not only for Austin but also for Chrysler brands like DeSoto alongside Morris vehicles plus Hillman sedans including Hillman Minx until production ceased in 1948. The Great Depression caused output to drop sharply from around 34,000 units produced in 1930 down to just over sixteen hundred units the following year.

In 1931 General Motors acquired HMBB and merged it with General Motors (Australia) Pty Ltd creating General Motors-Holden's Ltd (GM-H). This acquisition enabled GM to establish a strong Australian presence which was further promoted through innovative public relations efforts. During the decade prior to this merger Holden also manufactured tramcar bodies for Melbourne’s W-class trams, several examples of which have been preserved across Australia and New Zealand.

1940s

Holden inaugurated its second major manufacturing plant in Port Melbourne in 1936, followed by the commencement of a new facility in Pagewood, New South Wales in 1939. The onset of World War II caused a halt in automobile production as the company's focus shifted towards producing vehicle bodies, artillery, aircraft, and engines. After the war, the Australian government promoted the growth of the domestic automotive sector. Both GM and Ford submitted proposals for Australia's first locally designed vehicle; ultimately, GM’s plan, which favored reduced government involvement, was chosen over Ford’s despite Ford initially being the preferred candidate.

In the postwar period, Holden manufactured bodies for Buick, Chevrolet, Pontiac, and Vauxhall vehicles and produced the Oldsmobile Ace from 1946 until 1948. While GM advocated adapting an American design, Holden’s managing director, Laurence Hartnett, championed a uniquely Australian car. The final design derived from a discarded postwar Chevrolet concept.

The Holden model was introduced in 1948, leading to extensive waiting lists continuing into 1949 and later years. Named after Sir Edward Holden—founder and first chairman of the company as well as grandson of J. A. Holden—it bore the official designation "48-215" but was marketed simply as "Holden." Internally, it was known as "FX," a term referencing a suspension upgrade implemented in 1953.

1950s

Throughout the 1950s, Holden established dominance in the Australian automotive market, bolstered by substantial investment from GM to expand manufacturing capacity and satisfy postwar consumer demand. The Holden 48–215 sedan alongside the 50-2106 coupé utility ("ute") became essential models, with the ute particularly popular across rural regions. Both vehicles underwent minor revisions until 1953 when they were succeeded by the refreshed FJ, which introduced a third body variant: the panel van. The FJ featured a redesigned grille with horizontal slats and updated trim details, eventually achieving iconic status as an emblem of Australian car culture. Exports commenced to New Zealand in 1954. Through strategic pricing and marketing efforts, sales remained robust until a new design was launched. At the 2005 Australian International Motor Show, Holden honored the FJ heritage with the unveiling of the Efijy concept car. The commercial triumph of these models cemented Holden’s reputation as a symbol of Australia’s postwar economic prosperity.

The introduction of the FE in 1956 saw the debut of a "Station Sedan" station wagon body style and expanded export markets to include Malaya, Thailand, and North Borneo. Strong sales domestically enabled Holden to capture more than half of the Australian market share by 1958 with the updated FC. This FC model was notably the first vehicle tested at the newly established Lang Lang Proving Ground. By 1957, Holden had broadened its export reach to seventeen countries such as Indonesia, Hong Kong, Singapore, Fiji, Sudan, East Africa, and South Africa. In Indonesia, local assembly was conducted by P.T. Udatin. The opening of the Dandenong plant in 1956 contributed to workforce growth; by 1959, Holden employed approximately 19,000 people across Australia. That same year marked the beginning of complete knock-down (CKD) assembly operations in both South Africa and Indonesia.

1960s

In 1960, Holden unveiled the FB, its third significant model, which drew design inspiration from 1950s Chevrolets, featuring tailfins and a wrap-around windshield. Although its styling was somewhat outdated by that time, the FB marked Holden's initial foray into left-hand drive configurations, enabling increased exports to destinations such as New Caledonia, New Hebrides, the Philippines, and Hawaii.

That same year saw Ford introduce the Australian Falcon, but issues with its durability gave Holden a competitive edge. To respond, Holden launched the updated EK series in 1961, which offered two-tone paint schemes and an optional Hydramatic automatic transmission. The 1962 EJ series introduced the upscale Premier, followed by the 1963 EH that featured the new high-performance Red motor. The 1965 HD series brought in the Powerglide automatic transmission along with an "X2" performance package including a more powerful six-cylinder engine. In 1966, the HR debuted fresh styling and larger engines and became the first Australian vehicle to offer standard front seat belts, coinciding with the completion of the Acacia Ridge manufacturing facility. By 1963, Holden had extended its export reach to Africa, the Middle East, Southeast Asia, Pacific Islands, and the Caribbean.

In 1964, Holden began assembling the compact HA series Vauxhall Viva, which evolved into the Holden Torana by 1967—signifying the conclusion of Vauxhall production in Australia. The 1969 LC Torana introduced a six-cylinder engine tailored for consumer use and debuted the three-speed Tri-Matic automatic transmission, supported by a A$16.5 million modernization of the Woodville factory.

Holden severed ties with Chevrolet and Pontiac in 1968 with the launch of the HK, which featured its first V8 engine imported from Canada. The HK range included a luxury extended-wheelbase model, the Brougham, as well as the two-door Monaro coupé that developed a dedicated following. The mainstream Holden Special was rebranded as the Kingswood, while the entry-level fleet version became known as the Belmont. On 3 March 1969, Holden celebrated producing its two-millionth vehicle—a HK Brougham—just over six years after hitting one million units.

Following the Canadian-sourced Chevrolet V8 in the HK series, Holden revealed its first Australian-designed V8 engine in the 1969 Hurricane concept before equipping facelifted HT models with it in various capacities. Late HT production gradually incorporated Tri-Matic transmissions as Powerglide supplies diminished; however, full-sized Holdens officially adopted Tri-Matic gearboxes starting with the 1971 HG series.

Although competition intensified from Ford Falcon, Chrysler Valiant, and Japanese imports during this decade, Holden's domestically produced large six- and eight-cylinder vehicles remained Australia's top sellers. Export markets for Kingswood sedans, wagons, and utilities included Indonesia, Trinidad and Tobago, Pakistan, the Philippines, and South Africa through complete knock-down kits.

1970s

In 1971, Holden introduced the HQ series, marking a transition to passenger vehicles designed within Australia, although by the end of the decade, models increasingly incorporated international design influences. The HQ incorporated a perimeter frame combined with semi-monocoque construction, featuring advancements such as all-coil suspension and longer wheelbases specifically for station wagon variants. This series also debuted the upscale Statesman marque, which was promoted independently from the Holden brand.

The HQ platform gave rise to a new generation of two-door Monaro models, which became Holden’s best-selling vehicle with total sales reaching 485,650 units over three years, including exports and complete knock-down (CKD) kits. In 1974, the HQ was succeeded by the HJ series that featured redesigned front and rear aesthetics; these design cues persisted through both the HX and HZ iterations. The HX introduced engines with reduced power output to comply with emission regulations, while the HZ enhanced ride quality and handling through a radial-tuned suspension system. Additionally, in 1975, Holden supplied HJ and HX Premier models to Mazda for modification into the Mazda Roadpacer AP, which incorporated Mazda’s rotary engine; however, only 840 units were sold before production ceased in 1977.

The mid-size Torana evolved with the LH series debuting in 1974 as a four-door sedan available with four-, six-, and eight-cylinder engines. The Sunbird, introduced in 1976, represented a four-cylinder variant of the Torana. Both the LX Sunbird and Torana featured three-door hatchback options. The final UC Torana model appeared in 1978 before being succeeded by an interim four-cylinder Commodore until the Camira’s release in 1982. The Torana also established a strong motorsport heritage at Mount Panorama Circuit in Australia.

In 1975, Holden launched the compact Gemini, an Australian adaptation of GM’s T-car developed in partnership with Isuzu. Powered by a 1.6-litre four-cylinder engine, the Gemini quickly became a class leader in sales and remained in production until 1987.

Holden’s most successful model up to that point, the Commodore, made its debut in 1978 as the VB series. While loosely based on the Opel Rekord E platform but modified to accommodate larger Holden engines, it initially sustained Holden’s dominant market position. However, design compromises such as a narrower body resulted in less rear passenger space compared to competitors. Close to 100,000 Commodores were exported to countries including New Zealand, Thailand, Hong Kong, Malaysia, Indonesia, Malta, and Singapore.

Throughout this decade, Holden’s marketing campaigns emphasized Australian culture through slogans like "Football, Meat Pies, Kangaroos, and Holden cars," mirroring General Motors’ Chevrolet advertising approach in the United States.

Holden ceased production of the Torana in 1979 and discontinued the Sunbird by 1980. Positioned between the smaller Gemini and larger Commodore after 1978, the Torana’s nearest replacement was the Camira, launched in 1982 as Australia’s version of GM’s medium-sized J-car platform.

1980s

The 1980s proved to be a challenging era for Holden and the broader Australian car industry. The Australian Government introduced the Button car plan to rejuvenate the market by promoting manufacturers to concentrate on producing fewer models in larger quantities and boosting exports. Early in the decade, Holden shut down its Pagewood plant in New South Wales and launched the light commercial Rodeo, which was imported from Isuzu in Japan. Available as two- and four-wheel drive chassis cab variants, the Rodeo featured petrol and diesel engines and was refreshed in 1988 with the TF series, based on the Isuzu TF. Additional Isuzu-derived vehicles included the four-wheel drive Jackaroo (1981), the Shuttle van (1982), and the Piazza sports hatchback (1986). The second-generation Holden Gemini (1985) was also based on an Isuzu platform but produced domestically.

In 1981, production began at the Fishermans Bend engine facility for the Family II engine, which powered the Camira and was primarily exported to GM’s European factories. Although GM Australia initially used Bedford designs for its commercial vehicles, these were phased out by 1982 in favor of Isuzu models following Bedford's withdrawal from the UK market.

Holden’s 1980 WB series commercial vehicles and Statesman WB limousines, which were derived from older 1970s designs, fell behind Ford’s competitive offerings, prompting Holden to exit these segments by 1984. Commodore sales suffered due to mounting pressure from Ford Falcon as well as Japanese manufacturers including Mitsubishi, Nissan, and Toyota. The 1982 Camira experienced initial success but ultimately struggled because of its underpowered 1.6-litre engine and perceived lower build quality. It remained in production for only seven years and contributed to Holden’s cumulative losses surpassing A$500 million by the mid-1980s.

In 1984, Holden introduced the VK Commodore, featuring significant styling revisions over its predecessor, the VH model. The following 1986 VL brought redesigned front and rear aesthetics but controversially incorporated a 3.0-litre Nissan RB30 six-cylinder engine paired with a Nissan-manufactured electronically controlled four-speed automatic transmission. This shift was necessitated by Australia’s introduction of unleaded petrol regulations in 1986, which rendered modifying Holden’s existing engines impractical. However, currency fluctuations caused engine and transmission costs to double throughout the VL’s production period. The adoption of Japanese transmissions also led to the closure of Holden’s Woodville assembly plant. In December 1986, GM cleared Holden’s accumulated losses amounting to A$780 million, effectively resetting its financial position.

Under GM’s restructuring plan, Holden was divided into two separate entities: Holden's Motor Company (HMC) responsible for vehicle assembly at Elizabeth, and Holden's Engine Company (HEC) overseeing engine manufacturing at Fishermans Bend. HEC prospered by exporting four-cylinder Family II engines for various GM models overseas. The final major update for the Commodore came with the broader 1988 VN, which featured an American-designed but Australian-built 3.8-litre Buick V6 engine.

To broaden its product range, Holden began marketing Suzuki Swift-based subcompact cars such as the Barina starting in 1985, along with Suzuki-sourced models like the Drover and Scurry. Beginning in 1984, rebadged Nissan Pulsar hatchbacks were sold as Holden Astras under a partnership that lasted until 1989. That same year, Holden entered into a joint venture with Toyota through United Australian Automobile Industries (UAAI), resulting in rebadged Toyota vehicles: the Corolla became the Holden Nova and the Camry was sold as the Apollo; Toyota reciprocated by offering rebadged versions of the Commodore under the Lexcen nameplate.

1990s

During the 1990s, Holden expanded its share of the Australian automotive market from 21% in 1991 to 28.2% by 1999. In addition to producing Australia's top-selling vehicle—which was exported in large quantities—Holden also shipped numerous locally manufactured engines for international use. To provide a comprehensive and competitive lineup, the company implemented an import strategy for certain models. In 1998, General Motors-Holden's Ltd officially changed its name to "Holden Ltd".

On 26 April 1990, Holden's New Zealand branch announced plans to cease manufacturing at its Trentham assembly plant, transitioning instead to duty-free imports after having closed the Petone facility in 1984 due to low production volumes. Throughout the decade, Holden and other Australian car manufacturers actively opposed further reductions in vehicle import tariffs. By 1997, tariffs had decreased from 57.5% to 22.5%, with a scheduled reduction to 15% by the year 2000. Holden voiced concerns that such tariff cuts could jeopardize the viability of Australia's automotive industry given the market's limited size.

In 1990, Holden brought back the Statesman nameplate with the introduction of the Statesman and Caprice models under its own branding. The 1991 refresh introduced four-wheel anti-lock braking systems (ABS), building on the rear-wheel ABS that had been standard on the Statesman Caprice since 1976; by 1992, ABS was also incorporated into the short-wheelbase Commodore series. The full-size utility vehicle returned, built on the Commodore platform. The VN Commodore underwent a significant redesign in 1993 with the launch of the VR model, which incorporated roughly 80% new parts and featured a more streamlined body highlighted by a "twin-kidney" grille—a styling element that persisted through to the 2002 VY generation and continued on HSV editions.

The all-new VT Commodore was introduced in 1997 following an extensive A$600 million development effort spanning over five years. This model showcased a more rounded exterior, enhanced driving dynamics, improved crash protection, and several firsts for an Australian-manufactured vehicle. Engine choices included a locally built Buick-derived V6 and Holden's V8, which was replaced in 1999 by the 5.7-litre LS engine.

The badge-engineered vehicles produced under United Australian Automobile Industries (UAAI), launched in 1989, did not meet sales expectations; however, original models such as the Holden Commodore and Toyota's Camry and Corolla continued to perform well. The first-generation Nova and its Corolla counterpart were manufactured at Holden's Dandenong plant until production ceased in 1994. After UAAI disbanded in 1996, Holden concentrated exclusively on General Motors products. European Opel-designed models replaced those previously sourced from Toyota: the Astra and Vectra took over from the Nova and Apollo lines, while from 1994 onwards, the Opel Corsa served as the basis for the Barina instead of the Suzuki Swift.

Holden began selling the full-size Suburban SUV, imported from Chevrolet, in 1998; this continued until 2001. Local assembly of the Opel Vectra commenced at Elizabeth, South Australia in 1998, with these vehicles exported to Japan and Southeast Asia under Opel branding. Due to weak sales performance, local Vectra production ended by 2000, after which only fully imported versions were offered.

2000s

Holden's share of the Australian market reached its highest point at 27.5% in 2000, but by 2006, it had dropped to 15.2%. Starting in March 2003, Toyota overtook Holden as the top-selling brand. Commodore sales hit a peak of 94,642 units in 1998 and remained relatively steady until 2004 before experiencing a decline. Overall Holden sales peaked at 178,392 vehicles in 2002, maintaining stability until 2005 before gradually decreasing.

This decline adversely affected profitability: between 2002 and 2004, Holden recorded combined profits of A$842.9 million, which shifted to a combined loss of A$290 million from 2005 to 2006. Factors influencing this downturn included expenses related to new model development, a strong Australian dollar, and workforce cuts at the Elizabeth manufacturing plant—most notably the shutdown of the third-shift assembly line in 2005 that resulted in 1,400 job losses. Holden reported a loss of A$6 million in 2007, followed by larger deficits of A$70.2 million in 2008 and A$210.6 million in 2009, before returning to profitability with A$112 million in 2010. On 18 May 2005, "Holden Ltd" was rebranded as "GM Holden Ltd" coinciding with the move to new headquarters located in Port Melbourne.

In 2005, Holden launched its "Employee Pricing" campaign offering discounts to all Australian consumers; however, this excluded dealer delivery charges and factory option discounts that employees received, sparking some controversy.

The Monaro coupe was revived on the Commodore VX platform, garnering international interest following its concept unveiling. The VX Commodore underwent a significant update with the introduction of the VY series in 2002; later, the VZ model released in 2004 featured the High Feature engine produced at the Fishermans Bend facility (which opened in 2003). This plant manufactured up to 900 engines daily and contributed approximately A$5.2 billion to Australia’s economy, with exports representing about A$450 million of that total. The High Feature engine powered the all-new VE Commodore launched in 2006—the first platform designed by Holden since 1971—built on GM's Zeta platform intended as a global rear-wheel-drive architecture until plans were halted due to the financial crisis of 2008.

During the 1990s, Opel models made up a large portion of Holden’s vehicle lineup. To enhance profitability, Holden shifted focus towards South Korean GM Daewoo vehicles after acquiring a substantial stake—44.6% for US$251 million—in Daewoo in 2002 as part of GM’s broader strategy. This ownership increased beyond 50% by 2005 but was relinquished during GM’s Chapter 11 restructuring around 2009.

Holden began rebadging Daewoo models starting with the Barina in 2005 (based on the Daewoo Kalos), replacing Opel Corsa as the source for Barina models. The Viva (derived from the Daewoo Lacetti) replaced the entry-level Astra Classic that same year, while the new-generation Astra continued independently. The Daewoo Captiva crossover SUV was introduced in 2006 as a replacement for older all-wheel-drive models; following the discontinuation of Frontera and Jackaroo in 2003, only the Commodore-based Adventra wagon remained AWD. The mid-size Vectra was succeeded by the Daewoo Epica in 2007. After GM’s separation from Isuzu, Holden lost rights to use the "Rodeo" nameplate; it was subsequently relaunched as the Isuzu D-Max Colorado in 2008.

After receiving a government grant worth A$149 million aimed at localizing Chevrolet Cruze production from South Korea starting in 2011, Holden announced it would import an unchanged Cruze model beginning in 2009. Prime Minister Kevin Rudd emphasized potential support for up to 600 jobs at Elizabeth; however, this conflicted with earlier announcements regarding job cuts of similar numbers due to ceasing production of Family II engines later that year.

2010s

In March 2012, Holden secured a $270 million financial support package from the Australian Federal Government along with the South Australian and Victorian state governments. In return, the company pledged to invest more than $1 billion into Australian automotive manufacturing, anticipating a $4 billion economic benefit and ensuring production would continue until at least 2022.

By mid-2013, Holden requested an extra A$265 million on top of the A$275 million already committed by federal and state governments to maintain its viability. Reports indicated the company was incurring losses on every vehicle produced, leading to negotiations aimed at reducing employee wages by up to A$200 weekly, cutting 400 jobs, and lowering daily assembly output from 400 to 335 vehicles. Between 2001 and 2012, Holden received subsidies exceeding A$150 million annually, surpassing its capital expenditures since 2007. During this timeframe, profits were only posted in 2010 and 2011.

Industry Minister Kim Carr acknowledged ongoing discussions with Holden in July 2013. The following month, 1,700 workers at the Elizabeth facility agreed to a three-year wage freeze to help prevent closure slated for 2016. Nevertheless, Holden’s continuation depended on obtaining government funding for the period from 2016 to 2022 and securing approval from General Motors’ global headquarters in Detroit.

After failing to obtain additional funding from the newly elected Liberal/National coalition government, General Motors announced on 11 December 2013 that Holden would terminate engine and vehicle manufacturing in Australia by the end of 2017. This decision resulted in approximately 2,900 job losses over four years. Following 2017, Holden’s Australian operations were confined to sales, parts distribution, and maintaining a global design studio.

In May 2014, GM reversed its earlier plan to abandon the Lang Lang Proving Ground, retaining it as part of its Australian engineering resources.

Holden broadened its product range in 2015 by introducing Opel-based models such as the Astra VXR, Insignia VXR, and Cascada. Later that year, plans were announced to simultaneously offer both the European Astra and South Korean-sourced Cruze starting in 2017.

In December 2015, Belgian businessman Guido Dumarey entered negotiations to acquire the Commodore manufacturing plant at Elizabeth with the intention of continuing production of rebadged premium rear- and all-wheel-drive vehicles for domestic and export markets. This proposal encountered skepticism within South Australia and ultimately did not proceed. On 20 October 2017, Holden ceased vehicle manufacturing with the closure of the Elizabeth plant. Subsequently, Holden shifted to importing rebadged vehicles from GM subsidiaries located in the United States, Canada, Germany, Thailand, and South Korea.

2020s

On 17 February 2020, General Motors declared it would retire the Holden brand by 2021 following GM’s decision to halt production of right-hand drive vehicles worldwide and exit both Australia and New Zealand markets. This marked the end of Holden’s near 72-year history during which it produced approximately 7.7 million vehicles.

Vehicles

Holden-designed models

• Holden Standard (1948–1968)
• Holden Utility (1948–2017)
• Holden 48-215–FJ (1948–1956)
• Holden Panel Van (1953–1969)
• Holden FE–FC (1956–1960)
• Holden FB–EK (1960–1962)
• Holden Premier (1962–1968)
• Holden Special (1953–1968)
• Holden Brougham (1968–1971)
• Holden Sandman (1974–1980)
• Holden Camira (1982–1989)
• Holden Statesman/Caprice (1990–2017)
• Holden Commodore/Berlina/Calais (1978–2017)
• Holden Adventra (2003–2006)
• Holden Crewman (2003–2006)
• Holden Ute (2000–2017)
• Holden Belmont/Kingswood/Premier (1968–1984)
• Holden Monaro (1968–1977; 2001–2005)
• Holden Sunbird/Torana (1967–1980)
• Statesman (1971–1984)

Chevrolet-based models

• Holden Astra Sedan (2017–2019)
• Holden Barina (2011–2018)
• Holden Colorado (2008–2020)
• Holden Colorado 7/Trailblazer (2012–2020)
• Holden Malibu (2013–2016)
• Holden Suburban (1998–2001)
• Holden Trax (2013–2020)
• Holden Volt (2012–2015)
• Holden Equinox (2018–2020)

Daewoo-based models

• Holden Barina (2005–2011)
• Holden Captiva (2006–2018)
• Holden Cruze (2009–2016)
• Holden Epica (2007–2011)
• Holden Spark (2009–2020)
• Holden Viva (2005–2009)

GMC-based models

• Holden Acadia (2018–2020)

Isuzu-based models

• Camira (1984–1987, NZ only)
• Holden Frontera (1995–2004)
• Holden Gemini (1975–1986)
• Holden Jackaroo/Monterey (1981–2002)
• Holden Piazza (1986–1988)
• Holden Rodeo (1981–2008)
• Holden Shuttle (1982–1990)

Nissan-based models

• Holden Astra (1984–1989)

Opel/Vauxhall-based models

• Holden Astra (1996–2009, 2015–2020)
• Holden Barina (1994–2005)
• Holden Calibra (1991–1998)
• Holden Cascada (2015–2017)
• Holden Combo (1996–2012)
• Commodore (2018–2020)
• Holden Insignia (2015–2017)
• Holden Tigra (2005–2007)
• Holden Vectra (1997–2006)
• Holden Zafira (2001–2005)

Suzuki-based models

• Holden Barina (1985–1994)
• Cruze (2002–2006)
• Holden Drover
• Holden Scurry

Toyota-based models

• Holden Apollo (1989–1996)
• Holden Nova (1989–1996)

Driveline components

Inline-4 engines

• Holden Starfire engine (1978–1986)
• GM Family II engine (used in Opel) (1981–2009)

Inline-6 engines

• Holden straight-six motor (1948–1986)

V6 engines

• Holden 3800 (1988–2006)
• Holden AlloyTec (2004–2016)

V8 engines

• Holden V8 engine (1968–2000)

Transmissions

• Holden TriMatic (1970–1988)
• Holden manual gearboxes (1948–1986)

Differentials

• Holden Banjo differential (1948–1984)
• Holden Salisbury differential (1968–1988)

Corporate affairs and identity

2007 sales and production figures

Vehicle category	Quantity
Passenger cars	104,848
Light commercial vehicles	33,554
Sport utility vehicles	11,091
Overall total	146,680
Vehicle manufacturing	Quantity
Overall total	107,795
Engine manufacturing	Quantity
Family II	136,699
High Feature	132,722
Overall total	269,421
Export figures	Quantity
Engines	173,463
Vehicles	36,534
Combined total	209,997

Introduced in 1928, Holden’s lion-and-stone emblem represents innovation with a tribute to the invention of the wheel. This logo was updated in 1948, 1972, and again in 1995 to reflect changes in the company’s branding strategy.

In 1987, Holden established Holden Special Vehicles (HSV) through a collaboration with Tom Walkinshaw, specializing in high-performance versions of the Commodore. HSV enhanced the brand’s visibility by competing in the V8 Supercar series starting in 2005 under the Toll HSV Dealer Team banner.

By 2010, Holden’s operations included a network exceeding 310 authorized dealerships alongside 12 service centers across Australia, employing more than 13,500 staff members. Leadership transitions included Jeff Rolfs assuming interim chairman and managing director roles in May 2015, followed by Mark Bernhard’s appointment as chairman and managing director in February 2015—the first Australian to hold this position in a quarter-century.

Exports

Vehicle exports commenced in 1954 with the FJ model shipped to New Zealand. To broaden its export reach, Holden modified models such as the Commodore, Monaro, and Statesman/Caprice for both left- and right-hand drive markets. The Middle East emerged as Holden’s largest export destination, where the Commodore was marketed as the Chevrolet Lumina from 1998 and the Statesman as the Chevrolet Caprice starting in 1999. The Commodore was also sold as the Chevrolet Lumina in countries including Brunei, Fiji, and South Africa, while Brazil received it under the name Chevrolet Omega. Between 2008 and 2009, Pontiac imported Commodore sedans into North America as the Pontiac G8, until Pontiac ceased operations due to GM’s Chapter 11 bankruptcy.

Monaro exports began in 2003 with sales to the Middle East under the Chevrolet Lumina Coupe badge. That same year, a modified Monaro was offered in the United States (excluding Canada) as the Pontiac GTO, and was also available through UK Vauxhall dealerships until production ended in 2006. The long-wheelbase Statesman model launched in China as the Buick Royaum in 2005 before being replaced by the Buick Park Avenue two years later. From 2005 onwards, Statesman/Caprice vehicles were exported to South Korea branded initially as the Daewoo Statesman and subsequently as the Daewoo Veritas. These international sales efforts increased export revenue from A$973 million in 1999 to nearly $1.3 billion by 2006.

Starting in 2011, the WM Caprice was exported exclusively to North America as the Chevrolet Caprice PPV for police use. Since 2007, HSV-derived Commodores have been sold in the UK under the name Vauxhall VXR8. In 2013, Chevrolet resumed exporting Commodores to North America with the VF Commodore rebadged as the Chevrolet SS for the 2014 model year. The SS sedan received minor enhancements for its 2015 iteration, including Magnetic Ride Control suspension and a Tremec TR-6060 manual gearbox option. A facelift modeled on the VF Series II Commodore was introduced for model year 2016. Production of Holden’s final American exports—the SS and Caprice PPV—ended in 2017.

Leadership

• Edward Holden (1917–1934)
• Laurence Hartnett (1934–1946)
• Harold E. Bettle (1946–1953)
• Earl C. Daum (1953–1959)
• Harlow C. Gage (1959–1962)
• David L. Heglund (1962–1966)
• Max C. Wilson (1966–1968)
• Alexander D. Rhea (1968–1970)
• A. C. "Bill" Gibbs (1970–1973)
• Damon Martin (1973–1976)
• Charles S. "Chuck" Chapman (1976–1987)
• John G. Bagshaw (1987–1990)
• William J. Hamel (1990–1997)
• James R. Wiemels (1997–1999)
• Peter Hanenberger (1999–2003)
• Denny Mooney (2003–2007)
• Chris Gubbey (2007–2008)
• Mark Reuss (2008–2009)
• Alan Batey (2009–2010)
• Michael Devereux (2010–2014)
• Gerry Dorizas (2014)
• Jeff Rolfs (Interim chairman and managing director) (2014–2015)
• Mark Bernhard (2015–2018)
• Dave Buttner (2018–2019)
• Kristian Aquilina (2019–2020) [Acting Chairman and Managing Director]

Sales

Once recognized as Australia's leading vehicle brand by sales, Holden witnessed a consistent downturn in sales throughout the 21st century, primarily due to declining demand for the Commodore model.

Australian Sales Figures

Year	Units Sold	Market Rank	Top-selling Model
2002	178,392	1	Commodore
2003	175,412	2	Commodore
2004	178,027	2	Commodore
2005	174,464	2	Commodore
2006	146,511	2	Commodore
2007	146,680	2	Commodore
2008	130,338	2	Commodore
2009	119,568	2	Commodore
2010	132,923	2	Commodore
2011	126,095	2	Commodore
2012	114,665	2	Commodore
2013	112,059	2	Commodore
2014	106,092	2	Commodore
2015	102,951	3	Commodore
2016	94,308	4	Commodore
2017	90,306	4	Commodore
2018	60,754	6	Colorado
2019	43,176	10	Colorado

New Zealand Sales Data

Motorsport

Since 1968, Holden has actively backed factory-supported teams in Australian touring car competitions. Prominent teams include the Holden Dealer Team from 1969 to 1987, the Holden Racing Team spanning from 1990 to 2016, and Triple Eight Race Engineering between 2017 and 2020. By the year 2015, Holden had achieved a record of thirty wins at the Bathurst 1000, surpassing all other manufacturers. Additionally, the company claimed twenty-one titles in both the Australian Touring Car Championship and Supercars Championship. In the 2021 Supercars Championship, several teams such as Brad Jones Racing, Erebus Motorsport, Matt Stone Racing, Tekno Autosports, Team 18, and Walkinshaw Andretti United competed using Holden Commodores.

See also

• The Death of Holden, a publication from 2016
• List of Holden vehicles by nameplate
• Walkinshaw Performance

References

Books

Internet

• Part One, Part Two, Part Three (PDF).

• Wagner, David Paul, Canowindra Motors Holden Museum. australiaforvisitors.com. A photographic archive of the Holden museum in Canowindra, which ceased operations in 2016.

Magazines

• {{cite magazine date="June 1985" title="Reborn!" magazine=Car Australia#Motor Manual location=Melbourne publisher="Newspress" ref="Reborn!" (1985)}}
• {{cite magazine last="Carey" first="John" date="November 2005" title="Holden Efijy" magazine=Wheels location=Sydney ref="Carey (2005) 1"}}
• {{cite magazine last="Carey" first="John" date="November 2005" title="Holden Barina: Korea-built mini goes large on value" magazine=Wheels location=Sydney ref="Carey (2005) 2"}}
• {{cite magazine last="Carey" first="John" date="November 2005" title="Holden Viva: Better than when it was a Daewoo. Just" magazine=Wheels location=Sydney ref="Carey (2005) 3"}}
• {{cite magazine editor="Garnier, Peter" date="20 March 1969" title="News and Views: Hon I Sinclair, Federal Minister of Shipping and Transport, and A.D. Rea, managing director of GMH, drive the 2,000,000th Holden off the production line" magazine=Autocar location=London, England volume="130" issue="3814"}}
• {{cite magazine last="Luck" first="Rob" date="September 1971" title="Bold New Breed" magazine=Motor (Australian magazine)#Modern Motor publisher="Modern Magazines (Holdings)" ref="Luck (1971)"}}
• {{cite magazine last="McCarthy" first="Mike" author2="McKay, Peter" author3="Newton, Bruce" author4="Robinson, Peter" date="October 2006" title="2006 Collector's Edition VE Commodore: The Full Story" magazine=Wheels location=Sydney ref="McCarthy, McKay, Newton, Robinson (2006)"}}
• {{cite magazine last="McCarthy" first="Mike" date="September 2007" title="Mazda Roadpacer AP" magazine=Wheels location=Sydney ref="McCarthy (2007)"}}
• {{cite magazine last="Newton" first="Bruce" date="June 2007" title="Sneer Miss" magazine=Wheels location=Sydney ref="Newton (2007)"}}
• {{cite journal last="Ponchard" first="Nathan" date ="November 2006" url=http://www.wheelsmag.com.au/wheels/site/articleIDs/5AF5DC88746CD7A0CA25725900163A60?open&template=domWheels title ="At last, Holden finds a Seoul mate" journal=Wheels location=Sydney access-date ="23 August 2008" ref ="Ponchard (2006)" url-status ="dead" archive-url=https://web.archive.org/web/20070927115307/http://www.wheelsmag.com.au/wheels/site/articleIDs/5AF5DC88746CD7A0CA25725900163A60?open&template=domWheels archive-date ="27 September 2007"}}
• {{cite magazine last ="Wright " first ="John " date ="May 2004 " title ="Badgeology " magazine=Wheels location=Sydney ref=Wright (2004) }}

External links

• Official Holden website
• Early history of the Holden company
• Trafalgar Holden Museum, located in Gippsland, Victoria