Holden

Holden is an Australian car manufacturer, originally independent but now a subsidiary of General Motors.

Holden began as Holden's Motor Body Builders Ltd., a coachbuilder that made bodies to suit a number of chassis imported from different manufacturers, but particularly Chevrolet. It was purchased by General Motors in 1931 and became General Motors–Holden's Ltd. In 1998, it was renamed Holden Ltd and in May 2005, it became known as GM Holden Ltd.

Australia's own car

After the end of World War II, the Australian government took steps to encourage an Australian automotive industry, and persuaded General Motors to build "Australia's own car". The Holden 48/215, introduced in 1948, was a medium-sized vehicle fitted with a 132 in³ (2.15 L) engine, and based on a design proposed for the 1949 Chevrolet, that had been rejected as being too small for that purpose. Although not particularly mechanically or stylistically sophisticated, it was simple, rugged, more powerful than most competitors, and offered reasonable performance and fuel economy in an affordable package. Better suited to Australian conditions than its competitors, and assisted by tariff barriers, it rapidly became Australia's best-selling car.

Despite the arrival of competitors in the 1960s, Holden's locally-produced large six and eight-cylinder cars have remained Australia's top-selling vehicle for most of that time. The Kingswood sedan, wagon and ute (utility or pickup truck) was exported and assembled abroad, including New Zealand along with South Africa (badged as the Chevrolet Kommando), Indonesia and Trinidad and Tobago. Holden has offered a reasonably full range of other vehicles, some locally produced but others sourced from various other parts of the General Motors empire, such as Chevrolet, Opel, Isuzu and Suzuki.

Another notable Holden offering was the mid-size Torana, introduced in the mid-1960s, and initially based on the British Vauxhall Viva. The name 'Torana' was an Aboriginal word meaning 'to fly'. The Torana LH/LX series, which consisted of 3 door hatchback and 4 door booted sedan variants (between 1974 and 1978) was unusual in that it was offered with a choice of four (1.9 L cam-in-head), six (2.8 L, 3.3 L OHV) or eight cylinder (4.2 L, 5.0 L OHV) engines. The four, later renamed Sunbird, was very sluggish, the eight-cylinder version alarmingly fast: the six was the most popular option. The Torana was replaced by the 1982 Camira, which was GM's medium-sized "J-Car". Bodywork for the Camira wagon was exported to the UK for Vauxhall's Cavalier.

Model-sharing under the Button Plan

Between the late 1980s and mid-1990s, the Australian government introduced a plan to restructure the local motor industry, which involved local manufacturers sharing models, known as the Button Plan, after the federal minister for trade and industry, John Button. Holden sold the Nissan Pulsar as a Holden Astra (not to be confused with the Opel-sourced model of the same name) and used the 3.0 L 6 cylinder RB engine from Nissan's Skyline in the VL Commodore (1986-1988). In 1988, it then entered a partnership with Toyota in Australia, to form a joint venture company called United Australian Automobile Industries (UAAI). In 1989, Holden began selling rebadged versions of Toyota's Corolla and Camry, as the Nova and Apollo, while Toyota sold the Commodore as the Toyota Lexcen, named after the late America’s Cup yacht designer, Ben Lexcen. This badge engineering proved unpopular with buyers, even though rival Ford had been successful with its Laser and Telstar models, which were just thinly disguised versions of Mazda's 323 and 626.

The 1990s

In 1995, UAAI was dissolved, and Holden was able to source product offerings from GM rather than from other manufacturers in Australia. Between 1996 and 1997, Holden replaced the Toyota-based Nova and Apollo with the Astra and Vectra, imported from Opel in Europe. The Opel Corsa was sold in Australia as the Holden Barina, replacing another model of that name, originally introduced in 1989, based on the Suzuki Swift. The Vectra was briefly assembled locally for export to neighbouring countries, but this was dealt a severe blow by the Asian economic crisis in 1997. It has subsequently been imported from Europe.

The 2000s

Although its Opel-sourced models have been relatively successful, Holden has now looked to Daewoo in South Korea for replacements. Holden has already established close research and design links with Daewoo, with which it provides the large Statesman model. The Holden Barina will be based on the Daewoo Kalos, and the entry-level Astra Classic will be replaced by the Holden Viva, based on the Daewoo Lacetti. Due to tariffs and exchange rates, various Vectra models are more expensive than the larger Commodore in Australia and New Zealand, and the European model is likely to be replaced by a version of the new Daewoo Tosca in 2006.

New Zealand

The first export of Holdens to New Zealand began in 1954, and for many years they were assembled at the General Motors New Zealand plant in Petone outside Wellington, until it closed in 1990. While the Holden name was used on virtually all GM products in Australia, in New Zealand other GM products from Vauxhall, Bedford, Isuzu, Pontiac and Opel were sold as well.

However, for such a small market, it made little sense to have so many brands, so each was rationalized from the 1960s. Chevrolet and Pontiac had effectively disappeared from the market by the 1970s, though there were still Chevrolet trucks from the US and a top-end Holden Statesman with a Chevrolet V8 engine, known as the Chevrolet 350. Vauxhall's full line-up was pared back to the Chevette and Viva by 1977 as Holden's range expanded to include mid-sized cars (the Torana and Sunbird). Isuzu (selling the Gemini) and Vauxhall (with the last Chevette) disappeared on the launch of the Holden Gemini TE series in 1981, while Bedford met its demise with the assembly of the last CF vans in 1984.

As 1983 began, Holden began fielding something close to a full range: the Gemini as the entry-level car, the Camira as the mid-sized one, and the Commodore in the large sector.

However, the Australian Holden Camira (JB series) fared so badly in New Zealand that local GM bosses decided to replace it with a completely different model based on the Isuzu Aska (or JJ) from Japan. This was known as the JJ Camira, and proved to be much better than its Australian-sourced predecessor. The Isuzu-based model survived until Holden introduced the ultimate Camira, the JE, which made it across the Tasman Sea in 1987.

As the 1980s continued and Holden's future became uncertain, General Motors New Zealand Ltd. pondered the reintroduction of other GM brands. In around 1985, there were strong rumours, and a GM report, that indicated that Holden would cease to exist in its current form, and that its models would be exclusively designed offshore. Certainly what was happening in Australia did not instil confidence: rebadged Suzukis, Nissans and Isuzus were occupying the bottom end of the range, while the Commodore was about to shift to a Japanese-designed three-litre engine.

Therefore, Opel made a small reintroduction with a tiny selection of highly priced models (Kadett GSE, Ascona GT, Senator, Monza). Research showed that Pontiac had a good reputation, so rather than follow the Australian route with a rebadged Toyota Corolla, GM New Zealand brought in the Opel Kadett based LeMans from Daewoo of South Korea, attempting to fill both the compact and mid-sized sectors until the arrival of the Opel Vectra. Despite the car's origins and place of manufacture, it was marketed in New Zealand as 'American'.

In the late 1980s, General Motors New Zealand attempted to use many makes and have 'GM' as the main brand. Therefore, the mainstream range in 1989 consisted of:

• Holden Barina (a rebadged Suzuki Cultus/Swift)
• Pontiac LeMans (imported from Daewoo of Korea)
• Opel Vectra
• Opel Calibra
• Holden Commodore and Calais
• Holden Statesman
• Holden Piazza

Commercials bore the Isuzu name. This, however, created little brand loyalty and consumers did not accept 'GM' as a brand.

It was only in 1994, with Holden's future more secure, that General Motors New Zealand finally became Holden New Zealand. The Opel name was dropped, and the Vectra was rebadged as a Holden, even though it was then not available in Australia. The Astra was introduced the following year, identical Opel-badged models, imported second hand from Japan, already being sold locally.

Early models of the Holden Astra and Vectra in New Zealand differed from those sold in Australia, in that they had a distinctive grille with a 'V' containing the Holden badge, similar to that used by Vauxhall in the UK. Later on this was changed to bring the New Zealand model range in line with Australia.

Similarly, the Isuzu Trooper off-road vehicle was rebadged the Holden Jackaroo, as in Australia, although owing to the widespread availability of the identical Isuzu Bighorn as a used Japanese import, that name was used on brand new models imported by Holden New Zealand. For a very brief, and with hindsight anomalous, period during 1998-1999, the Holden Frontera was sold new in New Zealand as the Isuzu Wizard, though things have now been brought into line with Australia.

There are still differences between the Holden model ranges in Australia and New Zealand. It was only in August 2005 that the wagon version of the Holden Astra went on sale in Australia, while in New Zealand, the Astra wagon is to be dropped, like the Zafira in 2004. The Astra Turbo, and Tigra have also been released in Australia, but will not be sold in New Zealand.

Export markets

The Holden Commodore is as popular in New Zealand (where it has hit the number-one slot in the sales' charts from time to time) as it is in Australia, often being used as a police car. It is also sold in South Africa, Thailand, and parts of the Middle East badged as a Chevrolet Lumina, and in Brazil as the Chevrolet Omega. Holden's exports to the Middle East and Brazil were the first left hand drive cars built since the 1960s, when it sold cars in Hawaii. HSV's modified vehicles are also sold in the United Kingdom. A modified version of the Holden Monaro is sold in the United States as the Pontiac GTO. The Holden Monaro is sold under that name through Vauxhall dealerships in the United Kingdom. Holden also exports its Statesman sedan to the Middle East as the Chevrolet Caprice, to South Korea as the Daewoo Statesman, and China as the Buick Royaum. Fiji, Singapore, Brunei and Indonesia have also been Holden export markets.

Sports vehicles

Between 1968 and 1974, GMH sold a two-door variant of their full-size Holden sedan as the Monaro, with great success. A revived Monaro, based on the previous model Commodore, has attracted wide attention since being shown as a concept car at Australian motor shows, and a large waiting list after it was put into production. The revived Monaro was released in the Australian market in October 2001. Starting with the 2004 model year, the Monaro has been exported to the United States, rebadged as the Pontiac GTO, and the Middle East, rebadged as the Chevrolet Lumina Coupe. It is sold in limited numbers in the UK as the Vauxhall Monaro.

Holden Special Vehicles (HSV) is a wholly-owned subsidiary of Holden selling extensively modified, high-performance Commodore variants (including the Monaro and the Statesman). . Holdens have been a staple of domestic touring car racing since the 1960s, and the quasi-factory Holden Racing Team has been dominant in V8 Supercar racing.