Leslie Massey
Holden, formerly known as General Motors-Holden, was an Australian automobile manufacturer, importer, and exporter that sold cars under its own marque in Australia. It was headquartered in Port Melbourne, with major industrial operations in the states of South Australia and Victoria. The company produced cars that were designed and engineered specifically for the Australian market, taking into account the country's unique, rough roads. Holden dominated the Australian car market in the 1950s and continued to be a significant player in the industry until its decline in the late 2010s.
| Characteristics | Values |
|---|---|
| Founded | Adelaide |
| Year | 1948 |
| Headquarters | Port Melbourne |
| Major Operations | South Australia and Victoria |
| Parent Company | General Motors |
| Models | Holden Commodore, Holden Caprice, Holden Ute, Holden Kingswood, Holden Monaro, Holden Brougham, Holden One Tonner, Holden FX, Holden EJ, Holden EH, Holden HD, Holden HR, Holden VL, Holden FJ |
| First Model | Holden FX |
| Last Model | Holden Commodore |
| Year of Last Model | 2017 |
| Year of Ceasing Trade | 2020 |
| Reason for Ceasing Trade | Unprofitability, strong Australian dollar, lack of subsidies |
Explore related products
![Holden State of Origin (The Complete Collection) - 76-DVD Box Set [ NON-USA FORMAT, PAL, Reg.4 Import - Australia ]](https://m.media-amazon.com/images/I/31EDNIXhLwL._AC_UY218_.jpg)
What You'll Learn
Holden's Australian market share increased from 21% to 28.2% in the 1990s
Holden, formerly known as General Motors-Holden, was an Australian subsidiary of General Motors. The company was headquartered in Port Melbourne, with major operations in South Australia and Victoria. Holden was founded in Adelaide in 1856 as a manufacturer of horse saddles and equestrian equipment. Over time, the company evolved into an automobile manufacturer, introducing 'Australia's own car' in 1948—the General Motors Holden 48-215, also known as the Holden FX.
Throughout the 1950s, Holden dominated the Australian car market, aided by GM's heavy investment in production capacity to meet postwar demand. Holden's early models, such as the Holden 48-215 sedan and the "ute", became ubiquitous in Australian rural areas due to their ability to handle rugged terrain. The Holden Ute, introduced in 1951, was derived from the Holden sedan and became an iconic symbol of Australia.
However, Holden faced challenges in the 1980s, with the Falcon surpassing the sales of their popular Commodore model. In 1986, the Commodore VL update stirred controversy as it was powered by a Nissan engine due to legal requirements for unleaded petrol compatibility. This decision led to the closure of the Woodville assembly plant in South Australia.
In the 1990s, Holden implemented a strategy of importing cars to offer a full range of competitive vehicles, which contributed to their increased market share. Holden's Australian market share rose from 21% in 1991 to 28.2% in 1999. During this period, Holden continued to export locally produced engines and manufactured Australia's best-selling car. The company's market share peaked at 27.5% in 2000 before declining to 15.2% in 2006.
Holden's decline in market share and profitability in the early 2000s was influenced by various factors. The introduction of an all-new model, a strong Australian dollar, and restructuring costs at the Elizabeth plant contributed to financial losses. Additionally, Holden faced criticism for their handling of rebadging, leading to a loss of brand recognition and desirability in the domestic market.
In 2013, Holden announced that it would cease vehicle and engine production by the end of 2017. The company attributed this decision to a strong currency, high manufacturing costs, and a small domestic market. Holden's exit from local manufacturing and the subsequent loss of jobs sparked controversy, with some attributing it to the Australian government's refusal to subsidize the car industry. Despite efforts to sustain the brand, Holden ceased trading at the end of 2020, marking the end of an iconic chapter in Australia's automotive history.
Best Clamming Spots in Australia
You may want to see also
Explore related products
The Holden Commodore was Australia's top-selling car in the 1990s
Holden, formerly known as General Motors-Holden, was an Australian automobile manufacturer, importer, and exporter. The company was founded in Adelaide and was headquartered in Port Melbourne. Holden's primary products were its own models, such as the Holden Commodore, Holden Caprice, and the Holden Ute.
The Holden Commodore was Australia's best-selling car for many years. Manufactured locally from 1978 to 2017, the Commodore was then imported until 2019. The Commodore was widely praised for its value for money and sophistication, especially in terms of its steering, handling, braking, and ride quality. This secured the Wheels Car of the Year award for the VB Commodore in 1978.
The Commodore's success continued into the 1990s. In 1990, the Holden Commodore kept its top position despite a 9% drop in sales. The Commodore finished first 10 times out of 12 in 1989 and continued its success in 1990, although the Ford Falcon surged to first place in February, March, September, and December. The Commodore's success in the 1990s can be attributed to its rapid expansion into new markets, such as Indochina, the Middle East, and South Africa, where it was badged as the Chevrolet Lumina, and Brazil, where it was known as the Chevrolet Omega.
The Holden Commodore's popularity in Australia can also be attributed to its ability to adapt to the country's unique road conditions and market demands. The Commodore was structurally strengthened and mechanically modified to suit Australian roads, and its smaller size made it more fuel-efficient than its competitors. This downsizing initially seemed like a disadvantage, but the energy crisis of 1979 and the resulting increase in Australian oil prices by 140% changed the automotive industry's focus to collective downsizing, a change that Holden had already implemented.
The Holden Commodore's dominance in the Australian market throughout the 1990s showcases its ability to meet the needs and preferences of Australian consumers during that decade.
Pontiac G8's Australian Twin: A Visual Comparison
You may want to see also
Explore related products
![The F.J. Holden ( The FJ Holden ) [ NON-USA FORMAT, PAL, Reg.0 Import - Australia ] by Garry Waddell](https://m.media-amazon.com/images/I/51SfBvDBEZL._AC_UY218_.jpg)
![Matchbox 2024 Holden VF Commodore SSV [Pearl Orange] 68/100](https://m.media-amazon.com/images/I/617iWcDmZqL._AC_UL320_.jpg)
The Holden FX was Australia's first full-scale production automobile
Holden, formerly known as General Motors-Holden, was an Australian subsidiary of General Motors. It was founded in Adelaide and was a manufacturer, importer, and exporter of cars under its own marque in Australia. The company ceased trading at the end of 2020, having switched to importing vehicles in its final three years.
The Holden FX was designed for local driving conditions and was a 6-cylinder, 4-door, 6-seater sedan. It featured a rugged frame and a powerful yet fuel-efficient engine, an important characteristic due to the petrol rationing that was in place during and after the Second World War. The Holden FX was developed in conjunction with the North American firm General Motors, with whom Holden had merged in 1931 to form General Motors-Holden.
The popularity of the FX helped establish Holden cars as an Australian icon. By 1958, Holden cars accounted for 43% of car sales in the country. The FX embodied Australian dreams of prosperity, particularly after the austerity of the war years. The release of the FX coincided with an increase in car ownership, rising from one in 8 people in 1948 to about one in 4 by 1956. Holden sales were aided by the introduction of import tariffs to protect the domestic car industry.
The Holden car was named in honour of James A. Holden, who had set up the company as a saddlery and harness business in 1856. The company began manufacturing car bodies in 1914 and started full-scale production of vehicle body shells after 1917 due to wartime trade restrictions.
House Size Comparison: USA vs Australia
You may want to see also
Explore related products
Holden was headquartered in Port Melbourne
Holden, formerly known as General Motors-Holden, was headquartered in Port Melbourne, Victoria, Australia. The company was an Australian subsidiary of General Motors. It was founded in Adelaide and manufactured, imported, and exported cars under its own marque in Australia.
The Holden headquarters in Port Melbourne opened in 2003 and was a $400 million development, the largest investment the company had made in Australia in 20 years. The address of the headquarters was 191 Salmon Street, Port Melbourne, Victoria. The GM-Holden Port Melbourne facility was also referred to as the Holden Port Melbourne plant or Holden Engine Operations (HEO). It was located in an inner suburb of Melbourne, Victoria, Australia.
The plant produced propulsion systems, specifically V-6 engines, until it was shuttered in November 2016. The Port Melbourne plant served as Holden's engine production facility. It opened in 1936 and full-scale engine building began in 1948. The plant produced four-, six-, and eight-cylinder GM engines. The $300-million High-Feature V6 (HFV6) plant in Fisherman's Bend opened in 2003. It manufactured V-6 engines for vehicles assembled at the Holden Elizabeth Plant, as well as for export to markets in Europe, South Korea, China, and Mexico for various GM brands.
In December 2013, GM-Holden announced that it would transition to a national sales company and full-line importer in Australia and New Zealand by the end of 2017. This transition involved the closure of all manufacturing operations in Australia, including vehicle production at the Holden Port Melbourne engine plant and the Holden Elizabeth assembly facility.
Fisher & Paykel: Australian-Made or Not?
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)
Holden was Australia's pride for decades
Holden, formerly known as General Motors-Holden, was an Australian subsidiary of General Motors. It was founded in Adelaide and headquartered in Port Melbourne, with major operations in South Australia and Victoria. Holden was the first full-scale automobile producer exclusive to Australia, and its cars were designed for Australia's unique, rugged roads. Holden dominated the Australian car market in the 1950s, and its Holden 48-215 sedans, introduced in 1948, became an iconic symbol of Australia.
Holden's success continued into the 1960s, with the introduction of the EJ series in 1962, which offered a luxury-oriented Premier model. The following year, the EH update brought improved performance with the new Red motor. Holden continued to innovate, introducing the Powerglide automatic transmission in 1965 and becoming the first Australian automaker to provide standard seat belts across all models with the launch of the HR in 1966.
In the 1990s, Holden increased its market share in Australia, and it continued to export locally produced engines and vehicles. Holden's success was not limited to Australia, as it exported cars to Africa, the Middle East, Southeast Asia, the Pacific Islands, and the Caribbean. Holden's cars were so popular that they became a source of national pride for Australians.
However, Holden's fortunes began to change, and in 2016, its sales dropped below 100,000. This decline continued, and in 2017, Holden announced its departure from Australia, ending its Australian production line and putting thousands of employees out of work. The decision to retire the Holden brand was influenced by various factors, including the strong Australian dollar, the company's failure to adapt to market demands, and the government's refusal to subsidize the car industry. Despite these challenges, Holden remains a beloved symbol of Australia's automotive history and a source of pride for the country.
India's Test Series Triumph in Australia
You may want to see also
Frequently asked questions
Holden, formerly known as General Motors-Holden, was an Australian subsidiary company of General Motors. It was an automobile manufacturer, importer, and exporter that sold cars under its own marque in Australia.
Holden was Australia's first full-scale automobile producer, creating cars designed specifically for Australia's unique, rugged roads. The Holden FX was introduced in 1948, and the company went on to produce iconic models such as the Holden Commodore, Holden Caprice, and the Holden Ute.
Yes, Holden exported many locally-produced engines to power cars made elsewhere.
Holden's decision to stop manufacturing in Australia was influenced by a variety of factors, including the strong Australian dollar, the company's decreasing sales, and the Australian government's refusal to subsidise the car industry.
![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)
