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Australia The Australian identity was at the heart of Holden - then GM took it away

04:50  18 february  2020
04:50  18 february  2020 Source:   smh.com.au

Holden to be axed from Australia by the end of 2020

  Holden to be axed from Australia by the end of 2020 Approximately 600 jobs will be lost as General Motors completely disbands Holden's presence in Australia.Holden's global parent company General Motors has decided to retreat from right-hand drive vehicles internationally, informing Holden staff and dealers at midday today.

GM scraps historic Holden car brand in Australia . General Motors has said it will retire the iconic Australian car brand Holden as it leaves more 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

The Commodore represented hope, independence and freedom. Now hundreds of employees are following the thousands before them looking for work.

a car parked in the grass: The Holden Sandman was part of the Australian beach culture.© Holden The Holden Sandman was part of the Australian beach culture.

Editor’s note: The opinions in this article are the author’s, as published by our content partner, and do not represent the views of MSN or Microsoft.

The jingle used to tell us we loved “football, meat pies, kangaroos and Holden cars”. These days we love Japanese utes and small Toyotas, Hyundais and Mazdas more.

Monday’s announcement from General Motors, Holden’s US parent, that the brand will be “retired” and local design and engineering operations cease is doubtless based on strong financial reasoning, but poor brand management is also part of it.

Canberra 'very disappointed' with Holden

  Canberra 'very disappointed' with Holden Federal Industry Minister Karen Andrews says she's "very disappointed" with Holden's decision to quit the Australian market altogether.General Motors on Monday announced it was retiring the Holden brand from sales in both Australia and New Zealand after the company ceased local manufacturing in 2017.

" Holden is walking away from Australia ." Trade Minister Karen Andrews. But the union blames the government. 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."

The Australian . GM said Monday that it will stop selling and designing Holden vehicles in Australia and New Zealand by 2021, marking the end of a brand that began in the 1850s as a leather and saddle company and now has some 1.6 million vehicles on the road.

The numbers didn’t stack up. Sales of Holden vehicles and a shift from large sedans to small and medium-sized cars and sportscars and SUVs didn’t help. At its peak, between 2002 and 2005, Holden sold more than 170,000 vehicles a year. By 2019 it sold less than 40,000; none of them made here. In November, it sold just 2,668 cars, down from 5,125 the previous November.

Global competition from Japan, Korea and Thailand for brands like Kia and Hyundai, added to its woes. Internationally, Holden was only present in two small markets, Australian and New Zealand, which between them don’t even account for 1 per cent of global sales, and require steering columns on the right-hand side of car. It has made Holdens hard to internationalise.

Monday’s press release blamed “highly fragmented right-hand-drive markets”, the cost of growing the brand, and the unlikelihood of achieving a decent return on the investment if it tried.

Holden heartland mourns loss of historic car brand 164 years after foundation in SA

  Holden heartland mourns loss of historic car brand 164 years after foundation in SA Cara Bertoli owns fours Holden vehicles and worked at the company's plant in Adelaide's north for six years, and admits her heart sank when she learned of the decision to discontinue the brand."It's a bit of a sinking-heart feeling, I guess," she said.

After sales of GM Australia 's flagship vehicle Holden tanked, the business could not justify manufacturing right-hand drive cars any longer. We will automatically post your comment and a link to the news story to your Facebook timeline at the same time it is posted on MailOnline.

At Holden , we ’ re more than just getting you from A to B. We ’ re about giving you confidence. The confidence to rise to the challenge, to put yourself out there and to take things on in your own unique way. When you get behind the wheel of a Holden , you know that we’ve got your back and you’ve got

General Motors isn’t even going to bother to sell foreign-made sedans in Australia, although it will continue to sell speciality vehicles.

Yet its brand is ingrained in Australian history. Brands are a combination of tangible and intangible elements. Among the tangible elements are visual design elements, like logos, colour, images and packaging, such as the Holden “Lion and Stone” and distinctive product features, such as the feel of the leather, the sound of a roaring V8 and the quality of the duco.

a red and black truck sitting on top of a car: The Holden brand was distinctive.© Provided by Sydney Morning Herald The Holden brand was distinctive. But that is only part of what makes a brand. Tangible elements can be easily copied and are a feature of nearly all products. The challenge is to develop and leverage intangible qualities.

These can include experiences (such as service) and feelings such as reputation, personality and values.

Nostalgia is a Holden value. It’s rich history, dating back to 1856, has helped define the brand.

Dealer jobs at risk as Holden closes

  Dealer jobs at risk as Holden closes The decision by GM to retire the Holden brand in Australia and New Zealand has left a question mark over the future of hundreds of jobs in car dealerships. GM and Holden have pledged to work closely with all their workers offering generous redundancy packages to about 600 staff across Australia and New Zealand.

Revheads around Australia are in mourning today, following the announcement that the Holden brand will disappear at the end of 2020. The company’s owner, General Motors ( GM ), said it would no longer make cars suitable for Australian roads – a decision that’s set to cost them upwards of $A1.5

General Motors on Monday announced they were 'retiring' the iconic Australian brand by 2021 after plunging domestic sales for Holden vehicles. GM has committed to providing compensation to Holden dealers to allow them to transition to other brands or close down.

Many of us who grew up in the 1970s remember family car trips to the beach in a Kingswood station wagon. In the 1980s, we watched Brock, Richards and Perkins win Bathurst. Movies like Puberty Blues made the Holden Sandman panel van every young man’s dream, and every parent’s worse nightmare.

Being Australian was at the core of that identity. General Motors took it away.

On October 20, 2017 it stopped production of all Australian-made vehicles and began importing Commodores from Germany. Then in December last year it axed the Commodore, after 41 years.

It killed the value that was left in the brand.

We fell out of love with Holden because it fell out of love with us.

Dr Gary Mortimer is a professor in marketing and consumer behaviour at the Queensland University of Technology Business School. This piece was original published in The Conversation.

Fans played role in Holden demise: Dane .
Red Bull Holden Racing Team boss Roland Dane says Supercars-loving fans of the motoring brand played a role in its demise.The boss of Holden's factory-backed Supercars team says fans of the Red Lion had a role to play in the motoring brand's demise.

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