Holden is dead. After 164 years, Australia’s iconic car brand has been axed by General Motors (GM). Many would argue its demise was already met when Holden stopped local car manufacturing in 2017 and transitioned as a sole importer of GM vehicles. So, let’s take a look back at Holden’s latter years.
20 October 2017: Australian manufacturing stops
GM-Holden shut the doors of its Elizabeth, South Australia factory in 2017. It marked the end of Australia’s entire local car manufacturing industry at the time, following the departures of Ford in 2016 and Toyota in 2017.
The last locally-made vehicle to roll off the production line was a red VFII Holden Commodore SSV Redline sedan with a red roof – instead of a black roof pictured by the press – according to WhichCar. This meant the entire range underpinned by the Zeta platform, including the Holden VFII Commodore sedan (exported as the Chevrolet SS) and wagon variants, the unique VFII Ute, and Caprice limousine were the last vehicles to be made at the plant.
The closure was announced in late 2013, putting an end to the 54-year-old manufacturing site. In October 2016, GM Holden stopped producing the Holden Cruze small car, discontinuing the badge that sold more than 126,000 units for the lion brand. The European-sourced BK Holden Astra replaced the Cruze, and likewise with the Euro ZB Commodore succeeding the VFII Commodore.
13 November 2017: Holden Equinox launches
Shifting away from the venerable Australian-made Commodore, the 2018 Holden Equinox was a symbol of the company’s new future and product direction: SUVs.
Coming in five model grades, petrol or diesel engines, manual or automatic transmissions and front-wheel or all-wheel drive, the Equinox was priced from an affordable $27,990 drive-away. It aimed squarely at the Mitsubishi Outlander, Nissan X-Trail and Renault Koleos, plus top dogs like the Mazda CX-5, Hyundai Tucson, and Toyota RAV4.
The mid-sized SUV is essentially a rebadged Chevrolet Equinox, which is relatively popular in the United States. Former Holden boss Mark Reuss was a key driver in getting the Equinox and larger Acadia SUVs to our shores – especially built from the factory in right-hand drive for Australia only.
The Equinox replaced the ageing five-seat Holden Captiva. However, it never gained the popularity GM Holden hoped it would, selling only 4999 in 2018, 4562 in 2019, and 1719 so far in 2020. Rivals like the Mazda CX-5, Toyota RAV4, and Nissan X-Trail surpassed Holden’s SUV sales by more than four-fold each year.
29 November 2017: Dealer network receives multi-million upgrade investment
With GM-Holden’s new chapter underway, it invested $150 to $200 million for its 200 franchise dealers with the help of other investors. This included a revamped showroom design, new signage, concierge services, up-skilling sales staff, and more to improve the customer experience.
Additionally, the lion brand injected $7 million to resurface its 4.7km Lang Lang proving ground to better test and calibrate imported vehicles from GM’s portfolio for Australian conditions.
8 December 2017: Colorado SportsCat by HSV unveiled
Now without an Australian-made hyped-up Commodore, Holden Special Vehicles (HSV) announced its first vehicle it has tinkered with beyond the iconic sedan – the Colorado pickup truck.
Dubbed the Holden Colorado SportsCat by HSV, the division added tougher looking cosmetic touches, altered hardware like raising springs, adding MTV dampers, custom tyres, and more – while leaving its engine untouched – to directly rival the Ford Ranger Raptor.
It also had a price tag to match, ranging from $62,490 to $68,990 before on-road costs. It launched in February 2018. However, this niche, aggressive-looking ute never garnered much popularity.
12 December 2017: ZB Holden Commodore launches
Just two months after farewelling the locally-made VFII Commodore, Holden detailed pricing and specifications for the ZB Commodore range sourced from Europe as a rebadged Opel/Vauxhall Insignia Grand Sport.
The seven-prong range consists of a liftback (for the first time), sportwagon variants, the luxury-focused Calais models, a rugged-up Calais Tourer wagon, and the performance VXR liftback. Of course, the latter was the most contentious among enthusiasts, housing a smaller and less powerful six-cylinder 3.6-litre engine making 235kW of power and 381Nm of torque driven to all four wheels.
Priced from $33,990 and all the way up to $55,990 before on-road costs, the European-made Commodore debuted a lot of firsts for the badge such as standard autonomous emergency braking (AEB), folding rear-row seats, Apple CarPlay and Android Auto, 360-degree cameras, massaging and ventilated front seats, adaptive LED-matrix headlights, and more.
The liftback body style – a fusion between a hatchback and sedan – was also a significant departure, focusing more on family-friendly practicality rather than outright performance.
At the time, it rivaled against the hotly-anticipated Kia Stinger, Hyundai Sonata and Mazda 6. With the large sedan segment already being overshadowed by SUVs, the ZB Commodore did in fact top its segment two-years in a row. In its first year of sales, Holden sold 9040 in 2018, dropping to 5915 in 2019, and finally 1008 units year-to-date in 2020.
However, it never soared to the sales figures the locally-made Commodore once achieved. State police forces also moved away from using the Commodore, except South Australia that enlisted the ZB Commodore for enforcement duties. Like its smaller European Astra hatchback cousin, the ZB Commodore suffered from low resale values over time, too.
12 February 2018: Holden trials online sales
Just as companies like Volkswagen, Toyota and Kia have focused on online selling due to the COVID-19 pandemic, Holden piloted the same scheme for buyers in metro Melbourne two-years ago.
It’s self-explanatory; consumers can choose any model from a Holden Astra to Equinox, apply for any trade-in or finance, then pay for the car without leaving home.
According to Holden, 30 per cent of consumers would consider buying a car online, foregoing any price haggling in return for a more convenient experience. Automakers like Mercedes-Benz, Honda, and Tesla have (or will soon) follow this ‘agency’ sales model, emphasising fixed-pricing and equality among each buyer.
2 March 2018: Holden starts Takata recall
Initially, 333,000 vehicles were recalled by Holden to remedy the use of lethal Takata airbags. Models included the Astra, Trax, Barina, Cruze, Cascada, Commodore, and previously sold Opel and Saab vehicles dating from 2005 to 2017.
The recall was forced by the Australian Competition and Consumer Commission (ACCC) since Holden and the Volkswagen Group didn’t announce any local recalls when the Takata airbags were deemed to be a life-threatening weapon.
Over time, more Takata recalls ensued, expanding to more older discontinued GM models from Holden, Opel and even Saab.
20 April 2018: Holden Spark axed
Like many other brands, Holden killed off its cheapest micro car due to low sales volumes. Exacerbating this was the entrant of the third-generation Kia Picanto in 2017 that still dominates the segment till this day.
The outgoing Spark was introduced as an all-new model in 2016, rebadged from Chevrolet. It wasn’t as basic as a Mitsubishi Mirage, though. Standard equipment on the LS guise includes a 7.0-inch infotainment display with Apple CarPlay and Android Auto, power front windows, and remote central locking. Stepping up to the hero LT adds keyless entry with push button start, leather steering wheel, reversing camera with rear parking sensors, cruise control, and neat ‘Microtic White’ interior decor.
Importantly, it was priced from a very affordable $13,990 to $18,990 before on-road costs. There were also unique colourways like Mystic Violet, Splash Metallic Blue, and Fresh Lime Green to lighten things up.
While the Holden Spark was discontinued Down under in 2018, New Zealand soldiered on with the micro car. Holden NZ even brought a facelifted version in 2018 that added a retouched face, LED daytime running lights, and the latest GM infotainment software. That’s because New Zealand is the most popular market for the Spark globally.
2 July 2018: New five-year, unlimited-kilometre warranty introduced
Previously toying with five-year and even seven-year vehicle warranties as short sales promotions, Holden made the permanent move to a five-year, unlimited-kilometre warranty, and five-years of roadside assistance. It follows Hyundai and Ford that also cover owners for five-years, but Kia still leads the industry with a seven-year warranty with no distance threshold.
But, even though this was ostensibly a good sign, Holden reverted back to five-years capped price servicing, instead of the unlimited scheme it had before.
13 July 2018: Staff cuts at Melbourne HQ
Due to a ‘restructure’, Holden cut around 60 jobs from its sales department who were based in its Port Melbourne headquarters.
The admission came on the back of a disappointing launch for the newly imported Commodore and Equinox models. However, the brand admitted that a “slow start” was expected since it ‘takes time’ to establish new products.
18 July 2018: Holden’s new chairman, Dave Buttner
The lion brand announced its new managing director and chairman, Dave Buttner, would step in at the end of July 2018. Notably, he was the president of Toyota Motor Corporation Australia who oversaw the Japanese automakers’ similar transition from local manufacturer to sole importer.
GM-Holden got Buttner out of his retirement – six-months in – to lead the Australian-badged car company. He replaces Mark Bernhard, who had been leading Holden for only three-years.
9 August 2018: Holden Colorado Z71 Xtreme announced
In a bid to compete with the ever-popular Toyota HiLux Rugged edition flagships, Holden made a similar move to the Colorado by adding genuine accessories to the ute to form the Colorado Z71 Xtreme.
Based on the top-spec Colorado Z71, it gains a raft of Australian-designed accessories like a LED light bar, bash plate and bull bar, upgraded front suspension, beefier Goodyear All-Terrain Wrangler tyres, more aggressive fender flares, cosmetic stickers, and more.
It was priced from $69,990 drive-away and landed in showrooms from October 2018. The move is another attempt to reap a larger slice of the ute market after the release of the Colorado SportsCat by HSV earlier in the year.
21 August 2018: Holden receives funding for GM’s future mobility global projects
GM invests $28 million into Holden’s engineering and design department to test autonomous driving technologies and electric vehicles.
Holden was envisioned to be a new hub for employees to work on global GM projects, promising 150 new engineering and design jobs to advance local research and development. The new team of Holden employees were integrated into the GM Advanced Vehicle Development (AVD), working with 350 experts in North America to drive GM’s global future mobility team.
14 September 2018: Holden Barina axed
Holden wasn’t done with killing the Spark micro car in April; it officially axed the long-running Barina light car, too. It marks an end to the iconic 33-year-old badge.
The outgoing model received a facelift in 2016 – based on the 2011 sixth-generation TM Barina – bringing a refreshed exterior design, standard Apple CarPlay and Android Auto smartphone mirroring, reversing camera and sensors, and LED daytime running lights.
This was no surprise given the dwindling popularity of city-sized hatches, and the fact that the Holden Barina was constantly outshone by the Mazda 2, Toyota Yaris, and Hyundai Accent at the time. The cheapest way to get into a new Holden officially became the Astra small car and Trax crossover SUV, which would remain until the company’s demise.
19 October 2018: Holden Arcadia launches
Filling the final void in Holden’s SUV line-up, the 2019 Holden Arcadia seven-seater arrived to compete with large SUVs like the Mazda CX-9, Hyundai SantaFe, and Toyota Kluger. It replaced the ageing seven-seat Holden Captiva.
Produced and rebadged from the GMC Acadia in the USA, it landed Down Under with three model grades and the choice of two-wheel or all-wheel drive from $42,990 to $67,990 drive-away. It has the requisite tough American exterior and interior design, matching its standard large displacement 3.6-litre six-cylinder petrol engine.
Locally, Holden engineers adapted the Arcadia to Australian roads, and was the first (and only) GM imported vehicle to feature a traffic sign recognition system that could detect Australian road signs in all states. Like the mid-sized Equinox, the Arcadia is built from the ground up as a right-hand drive vehicle – deliberately for Australia – to ensure there are no conversion niggles.
The Arcadia is the last all-new model launched by Holden as part of its under-delivered 24 new products by 2020 promise.
24 October 2018: Commodore and Equinox production halts for Australia
Holden hit the pause button for the production of the Commodore and Equinox for its Germany and Mexico GM factories respectively. With sales dropping dramatically for the brand in 2018, it was overflowing with stock of the two new models.
The move was an attempt to save costs. At the time, Holden’s managing director and chairman, David Buttner, admitted that there were a few 2017 – but predominantly 2018 – model-year vehicles gathering dust in showrooms.
Holden’s dismal ‘renewed start’ saw the only 60,751 cars sold in 2018 – down 32.7 per cent from 2017. This is Holden’s lowest ever sales figure since 1961. For context, market leader Toyota sold a whopping 217,061 vehicles in 2018.
8 February 2019: Rumours surface on GM-Holden uncertainty
As the Australian badge starts off a new year, a report by the Australian Financial Review reveals that GM was considering closing Holden’s headquarters; switching to importing vehicles via UK independent distributor, Inchcape. It comes as the newly-appointed Holden MD, David Buttner, struggles to keep the brand afloat.
Furthermore, rumours surfaced that, if Inchcape were to become the only distributor of Holden’s, the firm could revive the Opel badge Down under. The Holden Astra hatch and wagon, and Commodore are already Opel-sourced vehicles.
CarAdvice says Buttner refuted these takeover rumours in a confidential meeting with dealers as “pure scuttlebutt” and was “absolutely no way, not happening”. It went public to the media shortly after, stressing GM is committed to Australia.
21 March 2019: Holden Astra hatch line-up rationalised
For the 2019 model-year, the European-sourced Holden Astra hatchback ditched the manual transmission for its mid-spec R+ and RS trim grades, while keeping the three-pedal on the base R and top-spec RS-V. Unique colourways were cut down across the range, including Carragreen, Sky Blue (replaced), and Coconut.
Also, the flagship RS-V was no longer offered with the ‘Innovations Pack’ that included Opel’s Matrix LED headlights, alongside other niceties that cost a sub-$4000 extra. But, the ‘Touring Pack’ was still offered, bringing an electric sunroof, adaptive cruise control, and high-speed AEB.
14 June 2019: 2020 Holden Colorado line-up revised
For 2020, Holden introduced a more affordable LSX trim as a permanent member in the Colorado ute line-up. Based on the entry LS, it comes with a host of black cosmetic touches across the fender flares, sports bar, grille, side-steps, and 18-inch alloy wheels in gloss black. It is positioned as more of a value buy, making the dual-cab almost look like the flagship Z71 from the outside.
Stepping up, there were other small additions to the LSX, as well as the second-from-the-top LTZ that gained heated front leather pews, a spray-in tub liner, a new LTZ+ that includes a tow-bar, and hero Z71 with some specific decals, soft tonneau cover, and more.
This was the last touch-up for the Holden ute that was facelifted in 2016, but originally launched in 2012. The Colorado range kicks off from $31,690 to $57,190 before on-road costs.
18 June 2019: Holden Astra sedan and wagon axed
After a mere two-years on sale, the American-sourced Holden Astra sedan and distinctly different European-sourced Astra Sportwagon were discontinued due to low sales.
The Astra sedan – a rebadged Chevrolet Cruze – had supply issues due to the downfall of GM’s South Korea factory where it was made. Exacerbating this, Chevrolet stopped making a facelifted version of the Cruze entirely; shutting down GM’s Ohio factory in the USA.
A lack of demand in the small car market – particularly sedans and wagons – mostly due to the rise of small SUVs sealed their fates, leaving the Astra hatch alone once again.
9 July 2019: Holden releases Astra RS Black Edition
In a bid to regain traction in the small car market, Holden released the Astra RS Black Edition.
As the name suggests, it’s based on the mid-grade RS hatch, but adds 17-inch gloss black alloy wheels, black roof, grille and mirror caps, ‘Black Edition’ stickers and badging, a black interior headliner, and rear privacy glass. It is priced from $27,490 drive-away, with Summit White, Nitrate Silver and Absolute Red paint options.
19 July 2019: Chevrolet C8 Corvette confirmed
With Chevrolet’s unveiling of the C8 Corvette performance coupe and convertible in the USA, Holden confirmed it’ll bring the powerful American muscle car Down Under.
At its announcement, local deliveries were slated for early 2020. However, the latest-generation Corvette has been delayed multiple times and will now fall under the new General Motors Speciality Vehicles (GMSV) brand when it lands sometime in 2021.
It has a beastly 6.8-litre eight-cylinder engine, outputting 370kW of power and 637Nm of torque – arguably garnering more hype than the unsuccessful, defunct HSV Chevrolet Camaro.
14 August 2019: GM stops new Colorado platform development
A report from Muscle Cars and Trucks reveals the development of an all-new mid-sized truck platform internally called the GMT-32xx has been halted to save costs.
Instead, trucks like the anticipated next-generation Holden Colorado would be built on an updated version of the GMT-31xx-2 platform on which its current guise is based. It’s a similar strategy adopted by the Holden-developed GM Zeta architecture, where it was slightly altered from the 2006 VE Commodore to form the 2013 VF Commodore successor.
This also marks the supposed end to GM’s rumoured Jeep Wrangler and revived Ford Bronco-like off-road SUV.
2 September 2019: Holden Equinox range cut
For the 2020 model-year, Holden’s Equinox mid-sized SUV got a rationalised model range, including the removal of its two LS and LS+ base models, alongside all manual transmission and diesel powertrains.
Conversely, Holden introduces a new LT Black Edition that adds an exterior black cosmetic treatment, unique 19-inch alloy wheels, and a panoramic sunroof on top of the new LT entry-level model.
The updated range comes a few months before Chevrolet debuts the facelifted Equinox in the USA. It brings a more contemporary design, refreshed lights all-round and improved safety features, though it never made its way Down Under.
4 September 2019: 2020 Holden Astra facelift
As we detailed on The Connected, Holden secretly introduced its last-ever new model before its demise – the facelifted 2020 Holden Astra hatch.
Revealed in dealer documents in September 2019 and confirmed on Holden’s website in February 2020, the Astra brings a slightly tweaked face, standard LED headlights, GM’s latest infotainment and digital instrument cluster tech, silver interior dashboard, and more. The trimmed three-prong line-up also became auto-only, while containing the same two turbocharged powertrains as before.
It mirrors the European facelift by Opel/Vauxhall where the hatchback is sourced from. This is a significant moment since the 2020 Holden Astra is officially the company’s last new vehicle introduced wearing the lion badge – even if it is a mid-life refresh.
6 September 2019: New GM Android infotainment slated for Holden
Over in Detroit, GM unveiled its new Android-based infotainment system software set to launch in its products from 2021. Holden confirmed it’ll arrive in the local line-up as its SUVs and utes are subsequently refreshed. This never materialised.
The Android infotainment software brings Google services to the forefront, including Google Maps, the Google Play Store, and Google Assistant built right in. It’s now on track with the recent announcement of the all-electric GMC Hummer containing the new Android-based system.
13 November 2019: Holden expands Maven car sharing to all
Previously reserved for rideshare drivers, Holden expands its Maven rental service to the public. Rivalling GoGet and Popcar, Maven offers a range of Holden vehicles up for a temporary rental – ideal for city dwellers who don’t want to own a car.
At the time, Maven said it had a fleet of 2500 Holden’s, able to be picked up and dropped off at select locations. The sub-brand claims it has already 6000 gig economy members since its launch in 2017.
26 November 2019: Holden Storm editions unveiled
Like many usual special edition models, Holden revealed the Colorado Storm and Trailblazer Storm to end off 2019.
The Storm edition pickup ute and SUV requires an extra $2000 outlay on top of its equivalent LTZ model. It gains an LED front light bar, black nudge bar, Storm badging and decals, plus more.
2 December 2019: MD Dave Buttner leaves Holden
Exclusively reported by CarAdvice, Holden chairman and managing director Dave Buttner stepped down from his high-flying position after being lured back from retirement just one and a half years ago.
It comes as Holden records its lowest sales since 1948. Buttner was seen as a saviour for the lion brand, having successfully transitioned Toyota Australia from local manufacturing to only importing vehicles. We would soon learn that Buttner immediately bought a Toyota HiLux ute from his personal bank account after leaving Holden.
GM enlisted Kristian Aquilina as Holden’s interim chairman. He has 22 years experience with the company, including being the MD for Holden New Zealand between 2014 to 2018. Aquilina is the last leader of GM-Holden, subsequently axing more models, then the entire brand under his tenure.
10 December 2019: Holden kills Commodore and Astra
Revealed by Joshua Dowling at CarAdvice, Holden will axe its European-imported brethrens – the Commodore large sedan and wagon, and the Astra small hatchback by the end of 2020. The firm would sell model-year 2019 stocked cars to buyers in 2020.
The announcement was disguised as Holden’s new focus on a SUV and ute-only line-up, where there is stronger demand in the Australian market. We would soon learn that it wasn’t only the Commodore and Astra being dropped by the end of 2020…
17 February 2020: GM axes Holden entirely
After three-years as a sole importer and months of tanking sales, GM announced it’ll kill the Holden brand by the end of 2020 – officially retiring from the right-hand drive market.
The nail in the coffin was reinforced at a one-hour long press conference (pre-COVID) featuring interim Holden chairman, Kristian Aquilina, and GM international operations senior vice president, Julian Blissett. In its press release, it was dubbed a “wind-down of Holden operations” and was an “agonising decision”.
All jobs – including Holden designers, engineers, and more based at Melbourne HQ – would be lost. For customers, some service centres would remain “for at least the next 10 years”.
Outgoing models include the Holden Astra, Commodore (even if already axed), Trax, Equinox, Arcadia, Colorado, and Trailblazer. Reports of steep discounts on all models followed to clear out sock as soon as possible for most franchise dealers. The Maven car sharing sub-brand was axed accordingly.
At the same time, GM announced it will keep its presence in Australia with a new General Motors Specialty Vehicles (GMSV) brand that’ll be the successor to HSV, importing and converting niche American GM products.
12 March 2020: Lacklustre dealer compensation from GM
CarAdvice reports Holden’s national network of 185 dealers have united to take legal action against GM to receive fairer compensation packages.
The sudden announcement of Holden’s retirement meant dealers must change their showrooms to a new automaker and restructure its staff, while under pressure to sell all Holden stock by the end of the year.
Later, the dealer network wrote a letter to GM’s global boss, Mary Barra, threatening legal action for “deceptive” and “unconscionable” conduct. The Australian Competition and Consumer Commission (ACCC) confirmed its ‘monitoring’ compensation negotiations a month later.
Despite all efforts, at least 120 dealers have accepted GM’s resolute compensation offers by July 2020.
19 March 2020: GM offering five-year servicing contracts
Exclusively revealed by CarAdvice, GM is offering Holden dealers vehicle servicing contracts until 2025 – half of the claimed support for “at least 10 years” when Holden’s downfall was announced.
Adding to the drama, the new contract would replace existing agreements that would expire at the end of 2022 – and not add an additional five years. Only time will tell whether Holden service centres will remain in the next decade.
9 September 2020: Holden’s Lang Lang test track sold to VinFast
Vietnamese automotive startup VinFast has bought Holden’s large Lang Lang proving ground in Victoria for an undisclosed amount. The purchase includes a high-speed circular test track, engineering facilities, and a range of roads that mimic Australian conditions.
Despite the acquisition, VinFast intends to honour Holden’s heritage by allowing GMSV, Holden car clubs, and former employees to have access to the site.
9 October 2020: New GM Australia and New Zealand MD announced
With GMSV now making ground with a new website, numerous showrooms confirmed (in leiu of Holden dealers) and the Chevrolet Silverado 1500 set as the launch product, Marc Ebolo will step in as the new managing director of GM Australia and New Zealand.
Ebolo was previously the MD of Holden New Zealand. He replaces the interim Holden chairman, Kristian Aquilina, who will head to the Middle East to work with Cadillac after his temporary top job overseeing the demise of Holden.
5 November 2020: Less than 300 Holden’s remain
After widespread controversies and a spike of Holden sales in 2020, fewer than 300 new Holden’s remain in the dealer network. Mostly Commodore, Colorado and Trax models remain. The GM-set discounts will also expire on 31 December 2020.
Of course, this figure disregards dealers that have deliberately registered Holden models and pushed them to used car sales yards in order to quickly move on. Throughout 2020, dealer franchises have gradually removed their Holden signs, replacing the once popular Australian badge with new international car brands.
31 December 2020: Holden’s last day
From its humble beginnings in 1948, Holden has been a fabric of Australia. From its golden age of the Commodore, Monaro, and Kingswood in the late 1900s, the iconic lion badge officially retires in 2020.
Australians simply fell out of love for Holden. GM imported vehicles had dubious quality concerns and mostly had short-lived model runs. Magnifying this is the rise of car manufacturing from Asia – South Korea, Japan, and now China – that can bring affordable, high quality and reliable products to Australian consumers.
Looking forward, questions remain. What (or who) hit the nail in the coffin for Holden? How long current Holden owners will be supported for servicing and recalls in the long-run? Will the new GMSV niche brand be successful? And more…
GM’s lacklusture sales globally and its arguably middling vehicles simply couldn’t support Holden’s lifeline anymore against fierce and concentrated competition in Australia. Holden was 72 years-old.
The Connected by Henry Man 