1/1 – All of us here at Ford Australia are saddened to hear the news that Holden will cease operations. Holden is an iconic brand that holds a special place in the heart of many Australians, and has done so much to shape the Australian automotive industry and the country…
— Ford Australia (@FordAustralia) February 17, 2020
BREAKING: Holden Will no Longer Produce Automobiles Past 2021
Here in America, the name “Holden” might not be one that sticks out as an automotive brand. Here in America, we recognize the cars as the Pontiac G8, Chevrolet SS, Chevrolet Caprice PPV, or perhaps the 2004-2006 Pontiac GTO. Though these cars were but rebranded Holdens, the company has held a rich tradition in Australia for 160 years. Many enthusiasts have found a sort of enchantment with the Australian muscle.
After this 160-year run, the Holden brand will no longer produce automobiles past 2021, General Motors says. Several different factors would lead to the brand’s decision to cease operations.
A Quickly Evolving Marketplace
Holden has been shedding models in recent years following what those familiar with the industry are calling eroding sales figures. General Motors also attributes the move to “highly fragmented right-hand-drive markets” and “the economics to support growing the brand and delivering an appropriate return on investment,” the company told 10 Daily in Australia.
At the end of the day, passion aside, a brand simply can’t continue to operate if it doesn’t make economic sense. As the days go on, the automotive market evolves with each flip of the calendar page. If this is any testament to the future, who knows what the available automobiles will look like a couple of decades from now?
While their stay in America was brief, enthusiasts couldn’t help but grow passionate around the brand. However, we haven’t seen a Holden based vehicle in America since they were discontinued back in 2017. Holden would end Australian manufacturing in the same year. Since then, Holdens being sold in Australia have been strictly imports.
With the brand’s most popular model in the Commodore being discontinued in 2019, many predicted this day would come. Come to the end of next year, Holden will simply be no more.
600 jobs will be lost due to the manufacturer closing its doors.