Damon Mcknight
General Motors (GM) has had a long history in Australia, operating the Holden brand for almost 90 years before discontinuing it in 2017. Despite exiting most right-hand-drive markets, GM has continued to maintain a small presence in Australia through its GM Specialty Vehicles (GMSV) division, selling popular models such as the Chevrolet Silverado and Corvette. With a recent spike in Chevy sales, GM is now considering a greater presence in Australia, possibly including a range of electric vehicles.
| Characteristics | Values |
|---|---|
| GM's car brand in Australia | Holden |
| GM's new car brand in Australia | GMSV (General Motors Specialty Vehicles) |
| GM's plan for the Australian market | To have a small presence |
| GM's current sales in Australia | Chevy Silverado, Corvette |
| GM's future sales in Australia | Chevrolet Corvette (since 2021), Hummer EV, Cadillac Lyriq |
| GM's future plans for Australia | Electric vehicles |
| GM's commitment to the Australian market | Ongoing support for warranties, guarantees, and free scheduled servicing |
Explore related products
What You'll Learn
GM's retirement of Holden in Australia
In February 2020, General Motors (GM) announced that it would retire the Holden brand in Australia and New Zealand by 2021. Holden was an Australian subsidiary company of GM, founded in Adelaide in 1856 as a saddlery manufacturer. It moved into the automotive field in 1898 and became a subsidiary of GM in 1931. The company was originally known as General Motors-Holden's Ltd, but this was changed to Holden Ltd in 1998 and then GM Holden Ltd in 2005.
The decision to retire the Holden brand came after GM stated it would no longer make right-hand-drive vehicles globally, which would leave the Australia and New Zealand markets. The restructuring marked the end of the 164-year-old Holden brand in Australia, which had produced nearly 7.7 million vehicles. Holden's primary products were its own models developed in-house, such as the Holden Commodore, Holden Caprice, and the Holden Ute. However, Holden also offered badge-engineered models under sharing arrangements with other car manufacturers.
GM's decision to retire the Holden brand was not taken lightly, considering the iconic status of the brand and its contribution to the economies of Australia and New Zealand. The decision impacted all aspects of the Holden business, including the wind-down of the National Sales Company, GM Holden Engineering, GM Design Australia, Holden Financial Services, and Maven Australia. Holden dealers would transition to authorised service outlets, and the company would continue to support existing customers through national aftersales networks in Australia and New Zealand, providing servicing and spare parts for at least 10 years.
Following the retirement of Holden, GM launched GMSV (General Motors Specialty Vehicles) in Australia and New Zealand in the fourth quarter of 2020. GMSV vehicles are sold through former Holden dealers, although the network is much smaller than what Holden had. The first products offered by GMSV were conversions of the Chevrolet Camaro and Silverado, with the Chevrolet Corvette reaching Australia in late 2021.
Discover Australia's Unique State Structure
You may want to see also
Explore related products
![Matchbox 2024 Holden VF Commodore SSV [Pearl Orange] 68/100](https://m.media-amazon.com/images/I/617iWcDmZqL._AC_UL320_.jpg)
GM's new brand GMSV
General Motors (GM) has sold cars in Australia through its Australian brand Holden for almost 90 years. However, in 2020, GM announced its decision to retire the Holden brand in Australia and New Zealand. Despite exiting most right-hand-drive markets, GM planned to maintain a small presence in Australia and New Zealand. This led to the launch of GM's new brand, GMSV (General Motors Specialty Vehicles), in the fourth quarter of 2020.
GMSV vehicles are sold through former Holden dealers, although the network is much smaller than what Holden had. GM runs a similar operation in Europe, offering Cadillac and Chevrolet models. In Australia and New Zealand, GMSV has brought factory right-hand drive vehicles, including the Chevrolet Camaro, Silverado, and Corvette. The Chevrolet Corvette, for instance, was expected to reach Australia in late 2021.
GM partnered with Walkinshaw Automotive Group for the launch of GMSV. Walkinshaw Automotive is the parent company of HSV, which has been converting enthusiast GM products to right-hand drive for sale in Australia and New Zealand. HSV is expected to continue with its right-hand-drive conversions of the Silverado for GMSV.
Through its new brand, GMSV, GM continues to serve the Australian and New Zealand markets with a range of specialty vehicles. Customers can follow the GM Specialty Vehicles journey on social media platforms like Instagram and Facebook, using hashtags like #GMSV to share their stories and posts.
Frangipani's Blooming Regions in Australia
You may want to see also
Explore related products
![Matchbox 2008 Holden VE UTE SSV, [White] 64/100](https://m.media-amazon.com/images/I/816oCr2FmuL._AC_UL320_.jpg)
![Hot Wheels HKF50 Premium 2-Pack '73 Holden Monaro GTS / '77 Holden Trana A9X [3 Years Old And Up]](https://m.media-amazon.com/images/I/81MawMnO-OL._AC_UL320_.jpg)
Chevy sales spike in Australia
General Motors (GM) has had a long history of selling cars in Australia, previously operating the Australian brand Holden for almost 90 years. However, in 2020, GM made the decision to retire the Holden brand in Australia and New Zealand, instead opting to focus on its GM Specialty Vehicles (GMSV) division. This new division would offer a smaller range of vehicles, including the Chevy Silverado and Chevy Corvette, which would be converted to right-hand drive for the Australian market.
Despite this change, GM has continued to have success in Australia, with Chevy sales spiking in recent years. In particular, the Chevy Silverado has seen a significant increase in demand, becoming the best-selling full-size pickup in Australia in 2024. Chevy sold 3,862 units of the Silverado in Australia during that year, compared to 3,852 units sold by the previous top-seller, Ram. This success has been attributed to a sales slide for Ram, as well as the growing popularity of the Chevy brand in the country.
In addition to the Silverado, the Chevy Corvette has also seen strong sales in Australia. GM's local business units, including the GMSV consumer-facing sales division, have promoted the Corvette halo coupe and convertible, with the first allocation of cars completely selling out. This success has been attributed to the high demand for these vehicles among Australians, suggesting that GM remains a popular brand in the country despite the retirement of the Holden brand.
Looking forward, the competition in the Australian market is expected to intensify, with Ford's entry into the full-size pickup segment and Toyota's growing momentum with the Tundra. It remains to be seen how Chevy will fare in the coming years, but the spike in sales in 2024 suggests that the brand is well-positioned to continue its success in the Australian market. Overall, the strong sales of Chevy vehicles in Australia indicate that GM's decision to retire the Holden brand and focus on its GMSV division has been a successful strategy, allowing the company to meet the demands of Australian consumers and maintain its presence in the country.
Unemployment in Australia: What's the Natural Rate?
You may want to see also
Explore related products
GM's electric re-entry to Australia
General Motors (GM) has had a long history in Australia, operating the Holden brand for almost 90 years before discontinuing it in 2017. Despite this, GM has maintained a presence in the country through its GM Speciality Vehicles (GMSV) division, which offers a range of Chevrolet and Cadillac models.
In 2022, GM hinted at an electric re-entry into the Australian market. Christian Soemmer, GM's head of strategic markets, alliances, and distributors, confirmed that the company wants to expand its reach globally, with Australia and New Zealand being key regions for this expansion. Soemmer stated that they are conducting "deep analysis and research" to determine whether their electric vehicles (EVs) would be well-received in Australia. He emphasized the importance of the Australian market for GM's future strategic plans and international presence.
President of GM International, Shilpin Amin, also noted that converting EVs to right-hand drive is a simpler task compared to internal combustion engine (ICE) cars. This is because EVs can be built upfront with both left and right-hand drive markets in mind, eliminating the need for high volumes to justify the conversion process. GM has committed to transitioning completely to electric vehicles by 2030 and is developing its own Ultium batteries to power its electric car lineup.
GM's potential electric re-entry into Australia could include a range of electric vehicles from their stable of brands. One notable offering is the Hummer EV, which has generated interest in the market. Additionally, GM CEO Mary Barra teased the possibility of an all-electric Chevrolet Silverado ute, showcasing the company's commitment to electric vehicle innovation.
While GM's previous treatment of local Holden dealers and the negative coverage surrounding the brand's demise may impact public perception, the company remains optimistic about its electric future in Australia. With a focus on strategic markets and the simplification of right-hand drive conversions, GM's electric re-entry into Australia holds potential for the company's growth and expansion in the region.
Australia's Government: What's the Hold-Up?
You may want to see also
Explore related products
GM's presence in Australia
General Motors (GM) has had a long history in Australia, previously operating the Australian brand Holden for almost 90 years. However, in 2020, GM made the decision to retire the Holden brand in Australia and New Zealand. Despite this, GM has maintained a presence in the country through its GM Speciality Vehicles (GMSV) division.
GMSV was launched in Australia in 2020, partnering with Walkinshaw Automotive Group, the parent company of HSV. HSV has been responsible for converting enthusiast GM products to right-hand drive for sale in Australia and New Zealand. The first products offered by GMSV in Australia were conversions of the Chevrolet Camaro and Silverado. The Chevrolet Corvette, also offered by GMSV, arrived in Australia in late 2021.
Since its launch, GMSV has experienced strong sales in Australia and New Zealand. In particular, the Chevy Silverado and Corvette have seen high demand, with the company selling more than 2100 of its six-figure Silverados and completely selling out of its first allocation of Corvettes.
Despite the negative coverage surrounding the retirement of the Holden brand, GM remains committed to the Australian market. In recent years, GM has hinted at expanding its presence in Australia, including the potential introduction of electric vehicles (EVs). Christian Soemmer, GM's head of strategic markets, alliances, and distributors, has confirmed that Australia and New Zealand are "an absolute key pillar" of the company's global expansion strategy. GM is currently conducting research to determine the viability of bringing its EVs to Australia, with President of GM International, Shilpin Amin, noting that converting EVs to right-hand drive is a simpler task compared to ICE cars.
Overall, while GM's presence in Australia has evolved over the years, the company continues to serve the market through its GMSV division and explores opportunities for further expansion, including the potential introduction of electric vehicles.
Australia: A Great Place to Settle?
You may want to see also
Frequently asked questions
Yes, GM sells cars in Australia through its GM Specialty Vehicles (GMSV) division.
GM sells the Chevrolet Silverado and Corvette in Australia.
GM has stated that Australia is an important market for the company and that it is considering expanding its presence in the country, likely including a range of electric vehicles.
![zorratin Slant SS Grill Side Trunk Emblem Badge Decal with Adhesive for Chevrolet Chevy Camaro Impala Malibu Holden 2010-2015 [White Letter with Chrome Trim]](https://m.media-amazon.com/images/I/61qgVZwxYoL._AC_UL320_.jpg)
![(Set of 2) Slant SS Grill Side Fender Trunk Emblem Badge Decal with Sticker for Chevrolet Chevy Camaro Impala Malibu Holden 2010 to 2025 [White Letter with Black Outline]](https://m.media-amazon.com/images/I/61X-aCrOVcL._AC_UL320_.jpg)
