Holden#Early history

File:Holden and Frost Grenfell Street.jpg]]

In 1852, James Alexander Holden emigrated to South Australia from Walsall, Staffordshire,{{cite web |url=http://www.burnside.sa.gov.au/webdata/resources/files/hnames.doc |format=DOC |title=Street name |publisher=City of Burnside |access-date=3 June 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090609141635/http://www.burnside.sa.gov.au/webdata/resources/files/hnames.doc |archive-date=9 June 2009 }} U.K, and, in 1856, established J. A. Holden & Co., a saddlery business in Adelaide.Davis, Kennedy, Kennedy (2007): Part One, p. 16. In 1879, J. A. Holden's eldest son Henry James Holden, became a partner and effectively managed the company.{{Cite book|title=Heart of the Lion|last=Wright|first=John|publisher=Allen & Unwin|year=1998|location=Sydney|pages=5}} In 1885, German-born H. A. Frost joined the business as a junior partner and J. A. Holden & Co became Holden & Frost Ltd.Davis, Kennedy, Kennedy (1998): p. 7. Edward Holden, James' grandson, joined the firm in 1905 with an interest in automobiles.{{cite web |url=http://acms.sl.nsw.gov.au/item/itemDetailPaged.aspx?itemID=913304 |title=James Alexander Holden family papers, 1801–1975 |publisher=State Library of New South Wales |archive-url=https://web.archive.org/web/20150402145034/http://acms.sl.nsw.gov.au/item/itemDetailPaged.aspx?itemID=913304 |archive-date=2 April 2015 |url-status=dead }}{{cite Australian Dictionary of Biography |last=Hancock |first=Joan |author2=Richards, Eric |id=A090705b |title=Holden, Sir Edward Wheewall (1885–1947) |access-date=23 August 2008}} From there, the firm evolved through various partnerships, and in 1908, Holden & Frost moved into the business of minor repairs to car upholstery.{{cite web |url=http://www.uniquecarsandparts.com.au/history_holden.htm |title=Holden History |publisher=Unique Cars and Parts |access-date=23 August 2008}} The company began to re-body older chassis using motor bodies produced by F. T. Hack and Co from 1914. Holden & Frost mounted the body, and painted and trimmed it.{{Cite journal|last=Gibbs|first=A G|date=10 January 1965|title=Correspondence: F W Stevenson to J H Horn|journal=Holden Archives Held Mortlock Library|volume=BRG 213 series}} The company began to produce complete motorcycle sidecar bodies after 1913.{{cite web |url=http://media.gm.com/aus/holden/en/company/history/history_milestones.html |title=Milestones |publisher=General Motors |archive-url=https://archive.today/20080322141257/http://media.gm.com/aus/holden/en/company/history/history_milestones.html |archive-date=22 March 2008 |access-date=18 March 2010}} After 1917, wartime trade restrictions led the company to start full-scale production of vehicle body shells. H. J. Holden founded a new company in late 1917, and registered Holden's Motor Body Builders Ltd (HMBB) on 25 February 1919, specialising in car bodies and using the former F. T. Hack & Co facility at 400 King William Street in Adelaide before erecting a large four-storey factory on the site.{{Cite journal|last=Daley|first=Frank|date=February 1967|title=The Holden Saga|journal=The Victorian Historical Magazine|volume=LIV|pages=49}}Darwin (2002), p. 3.

File:Holden Body's badge on a 1928 Chevrolet National tourer (8701042412) st crop.jpg

By 1923, HMBB were producing 12,000 units per year. During this time, HMBB assembled bodies for Ford Motor Company of Australia until its Geelong plant was completed.{{cite web |url=http://www.pc.gov.au/__data/assets/pdf_file/0004/25843/sub048.pdf |title=Submission to Automotive Enquiry |work=Productivity Commission |publisher=Government of Australia |access-date=17 July 2008 |url-status=dead |archive-url=https://web.archive.org/web/20080810151651/http://www.pc.gov.au/__data/assets/pdf_file/0004/25843/sub048.pdf |archive-date=10 August 2008}} From 1924, HMBB became the exclusive supplier of car bodies for GM in Australia, with manufacturing taking place at the new Holden Woodville Plant{{cite web |url=http://www.cultureandrecreation.gov.au/articles/holdencar/index.htm |title=The Holden car in Australia |publisher=Government of Australia |access-date=23 August 2008 |url-status=dead |archive-url=https://web.archive.org/web/20080720162936/http://www.cultureandrecreation.gov.au/articles/holdencar/index.htm |archive-date=20 July 2008 }} (which was actually in the adjacent suburb of Cheltenham{{cite book| url=https://www.charlessturt.sa.gov.au/__data/assets/pdf_file/0022/163066/Woodville_Village_Master_Plan.pdf | publisher= City of Charles Sturt | page=29| title= Woodville Village Masterplan: Final Report| date=December 2010| author=Jensen Planning and Design}}). These bodies were made to suit a number of chassis imported from manufacturers including Austin, Buick, Chevrolet, Cleveland, Dodge, Essex, Fiat, Hudson, Oakland, Oldsmobile, Overland, Reo, Studebaker and Willys-Knight.[https://trove.nla.gov.au/newspaper/article/58241114 Holden Bodies] Sunday Times 9 May 1926 page 5[https://trove.nla.gov.au/newspaper/article/219040592 New Company] Daily Mail 10 June 1926 page 16

In 1926, General Motors (Australia) Limited was established with assembly plants at Newstead, Queensland; Marrickville, New South Wales; City Road, Melbourne, Victoria; Birkenhead, South Australia; and Cottesloe, Western AustraliaDarwin (2002), p. 7. using bodies produced by HMBB and imported complete knock down chassis.Darwin (2002), p. 4. In 1930 alone, the still independent Woodville plant built bodies for Austin, Chrysler, DeSoto, Morris, Hillman, Humber, Hupmobile, and Willys-Overland, as well as GM cars. The last of this line of business was the assembly of Hillman Minx sedans in 1948.{{cite book |last=Sedgwick |first=Michael |year=1975 |title=Cars of the Thirties and Forties |location=London |publisher=Hamlyn |page=187 |isbn=0600321487}} The Great Depression led to a substantial downturn in production by Holden, from 34,000 units annually in 1930 to just 1,651 units one year later. In 1931, GM purchased HMBB and merged it with General Motors (Australia) Pty Ltd to form General Motors-Holden's Ltd (GM-H). Its acquisition of Holden allowed General Motors to inherit an Australian identity, which it used to cultivate nationalist appeal for the firm, largely through the use of public relations, a then novel form of business communication which was imported to Australia through the formation of General Motors (Australia) Limited.{{Cite journal|doi=10.1080/1031461X.2019.1651354|title=The Cultivation of an Australian Identity: New Insights into Public Relations at General Motors-Holden in the Interwar Era|year=2019|last1=Fahey|first1=Jack|journal=Australian Historical Studies|volume=50|issue=4|pages=483–502|s2cid=211666849}} Throughout the 1920s, Holden also supplied 60 W-class tramcar bodies to the Melbourne & Metropolitan Tramways Board, of which several examples have been preserved in both Australia and New Zealand.Body by Holden Trolley Wire issue 232 February 1988 pages 23-27

File:NAA A1200 L84254 Ben Chifley at the launching of the first mass-produced Australian car 1948.jpg Ben Chifley at the launching of the Holden 48–215 on 29 November 1948]]

File:2012 NRMA Motorfest - Flickr - NRMA New Cars (56).jpg was the company's first wholly domestically produced model, when introduced in 1948.]]

Holden's second full-scale car factory, located in Fishermans Bend (Port Melbourne), was opened on 5 November 1936 by Prime Minister Joseph Lyons, with construction beginning in 1939 on a new plant in Pagewood, New South Wales.Prime Minister Opens General Motors-Holden's Fishermen's Bend Plant Truck & Bus Transportation December 1936 page 13 However, World War II delayed car production with efforts shifted to the construction of vehicle bodies, field guns, aircraft, and engines. Before the war ended, the Australian government took steps to encourage an Australian automotive industry.{{cite web |date=22 August 2007 |url=http://www.holden.co.nz/news/article/114 |title=The Holden Ute History |publisher=Holden New Zealand |access-date=26 February 2008 |url-status=dead |archive-url=https://web.archive.org/web/20080218210732/http://www.holden.co.nz/news/article/114 |archive-date=18 February 2008 }} Both GM and Ford provided studies to the Australian government outlining the production of the first Australian-designed car. Ford's proposal was the government's first choice, but required substantial financial assistance. GM's study was ultimately chosen because of its low level of government intervention.{{cite web |url=http://www.naa.gov.au/The_Collection/transport/road.html |title=Road transport |publisher=National Archives of Australia |archive-url=https://web.archive.org/web/20051025213951/http://www.naa.gov.au/The_Collection/transport/road.html |archive-date=25 October 2005}} After the war, Holden returned to producing vehicle bodies, this time for Buick, Chevrolet, Pontiac, and Vauxhall.{{cite encyclopedia |url=http://www.fundinguniverse.com/company-histories/Holden-Ltd-Company-History.html |title=Holden Ltd. |encyclopedia=International Directory of Company Histories |volume=62 |year=2004 |editor=Grant, Tina |publisher=Thomson Gale |access-date=28 February 2008}} The Oldsmobile Ace was also produced from 1946 to 1948.{{cite web |last=Russell |first=Rohan |url=http://home.vicnet.net.au/~oldsclub/acehist.html |title=The Oldsmobile "ACE" – 1946 to 1948 |location=Gladstone Park, Victoria |publisher=Oldsmobile Club of Australia |access-date=8 June 2010 |url-status=dead |archive-url=https://web.archive.org/web/20120113003159/http://home.vicnet.net.au/~oldsclub/acehist.html |archive-date=13 January 2012 }}

From here, Holden continued to pursue the goal of producing an Australian car. This involved compromise with GM, as Holden's managing director, Laurence Hartnett, favoured development of a local design, while GM preferred to see an American design as the basis for "Australia's Own Car".Loffler (2006), p. 5–7. In the end, the design was based on a previously rejected postwar Chevrolet proposal.Loffler (2000), p. 5. The Holden was launched in 1948, creating long waiting lists extending through 1949 and beyond.Balderstone, Bowan, Lewis (2006), p. 184–188.{{cite web |url=http://www.holden.com.au/www-holden/jsp/corporateinfo/history/chifley.jsp |title=The Birth of 'Australia's Own Car' |publisher=Holden |archive-url=https://web.archive.org/web/20080723092757/http://www.holden.com.au/www-holden/jsp/corporateinfo/history/chifley.jsp |archive-date=23 July 2008 |access-date=5 March 2008}} The name "Holden" was chosen in honour of Sir Edward Holden, the company's first chairman and grandson of J. A. Holden. Other names considered were "GeM", "Austral", "Melba", "Woomerah", "Boomerang", "Emu", and "Canbra", a phonetic spelling of Canberra.{{cite web |url=http://www.nma.gov.au/collections/holden_prototype_car_no_1 |title=Holden Prototype Car No. 1 |publisher=National Museum of Australia |access-date=6 April 2011 |archive-date=17 March 2011 |archive-url=https://web.archive.org/web/20110317111424/http://www.nma.gov.au/collections/holden_prototype_car_no_1/ |url-status=dead }} Although officially designated "48-215", the car was marketed simply as the "Holden".{{cite web |year=1948 |url=http://www.uniquecarsandparts.com.au/gallery/pdf/Holden_48215.pdf |title=Holden – General Motors new Australian car |publisher=General Motors–Holden's |access-date=2 March 2008}} The unofficial usage of the name "FX" originated within Holden, referring to the updated suspension on the 48–215 of 1953.Loffler (2002), p. 4.{{Cite book|title=She's a Beauty (Enlarged Ed)|last=Loffler|first=Don|publisher=Wakefield Press|year=2006|pages=266}}

File:1958 Holden Special (FC) sedan (17714032453).jpg was the first to be tested at the Lang Lang Proving Ground]]

During the 1950s, Holden dominated the Australian car market. GM invested heavily in production capacity, which allowed the company to meet increased postwar demand for motor cars. Less expensive, four-cylinder cars did not offer Holdens the ability to deal with rugged rural areas.Davis, Kennedy, Kennedy (2007): Part One, p. 38. Holden 48–215 sedans were produced in parallel with the 50-2106 coupé utility from 1951; the latter was known colloquially as the "ute" and became ubiquitous in Australian rural areas as the workhorse of choice. Production of both the utility and sedan continued with minor changes until 1953, when they were replaced by the facelifted FJ model, introducing a third panel van body style.{{cite web |date=24 April 2001 |url=http://www.autoweb.com.au/A_53869/cms/newsarticle.html |title=An Aussie Icon Turns 50 – The Holden Ute: 1951 – 2001 |work=AutoWeb |publisher=Web Publications |access-date=23 August 2008 |url-status=dead |archive-url=https://web.archive.org/web/20111002153015/http://www.autoweb.com.au/A_53869/cms/newsarticle.html |archive-date=2 October 2011 }} The FJ was the first major change to the Holden since its 1948 introduction. Over time, it gained iconic status and remains one of Australia's most recognisable automotive symbols.Davis, Kennedy, Kennedy (2007): Part One, p. 40. A new horizontally slatted grille dominated the front end of the FJ, which received various other trim and minor mechanical revisions.Bebbington (1998), p. 14. "...the FJ was easily identified by its bold new, Buick-style grille, new hubcaps and new torpedo-style tail-lights."Loffler (2002), p. 5. In 1954, Holden began exporting the FJ to New Zealand.{{cite web |title=Aussies Overseas |url=http://www.motoringorient.com/Aussiesoverseas.html |publisher=MotoringOrient.com |access-date=6 October 2011 |url-status=dead |archive-url=https://web.archive.org/web/20100918033653/http://www.motoringorient.com/Aussiesoverseas.html |archive-date=18 September 2010 }} Although little changed from the 48–215, marketing campaigns and price cuts kept FJ sales steady until a completely redesigned model was launched.{{cite web |url=http://www.nma.gov.au/collections/fj_holden/index.html |title=FJ Holden, 1953–1956 |publisher=National Museum of Australia |access-date=4 March 2008 |archive-date=15 March 2011 |archive-url=https://web.archive.org/web/20110315061117/http://www.nma.gov.au/collections/fj_holden/index.html |url-status=dead }} At the 2005 Australian International Motor Show in Sydney, Holden paid homage to the FJ with the Efijy concept car.Carey (2005), p. 16. Commercial success underpinned the rise of Holden as a cultural icon, as the Holden car became synonymous with the 'Australian way of life', coming to symbolise the stability of post-war Australian capitalism.{{Cite web|url=https://theconversation.com/vale-holden-how-americas-general-motors-sold-us-the-australian-dream-131915|title = Vale Holden: How America's General Motors sold us the Australian dream| date=18 February 2020 }}

Holden's next model, the FE, launched in 1956, offered in a new station wagon body style dubbed "Station Sedan" in the company's sales literature.{{cite web |date=24 March 1998 |url=http://www.autoweb.com.au/A_50400/cms/newsarticle.html |title=Golden Holden Oldies – The FE Holden: 1956 |work=AutoWeb |publisher=Web Publications |access-date=6 March 2008 |url-status=dead |archive-url=https://web.archive.org/web/20110807180905/http://www.autoweb.com.au/A_50400/cms/newsarticle.html |archive-date=7 August 2011 }} In the same year, Holden commenced exports to Malaya, Thailand, and North Borneo. Strong sales continued in Australia, and Holden achieved a market share of more than 50% in 1958 with the revised FC model.Wright (1998), p. 117. This was the first Holden to be tested on the new Lang Lang Proving Ground in Lang Lang, Victoria.{{cite web |date=14 October 1997 |url=http://www.autoweb.com.au/A_50167/cms/newsarticle.html |title=Holden's Lang Lang Proving Ground Passes Forty-Year Milestone |work=AutoWeb |publisher=Web Publications |access-date=6 March 2008 |url-status=dead |archive-url=https://web.archive.org/web/20110807180833/http://www.autoweb.com.au/A_50167/cms/newsarticle.html |archive-date=7 August 2011 }} In 1957, Holden's export markets grew to 17 countries, with new additions including Indonesia, Hong Kong, Singapore, Fiji, Sudan, the East Africa region, and South Africa. Indonesian market cars were assembled locally by P.T. Udatin. The opening of the Dandenong, Melbourne, production facility in 1956 brought further jobs; by 1959, Holden employed 19,000 workers country-wide.{{cite news |date=2 November 1959 |url=http://www.time.com/time/magazine/article/0,9171,892818,00.html |archive-url=https://web.archive.org/web/20090115013627/http://www.time.com/time/magazine/article/0,9171,892818,00.html |url-status=dead |archive-date=15 January 2009 |title=The New Blokes |work=The Times |access-date=23 August 2008}} In 1959, complete knock-down assembly began in South Africa and Indonesia.

In 1960, Holden introduced its third major new model, the FB. The car's style was inspired by 1950s Chevrolets, with tailfins and a wrap-around windscreen with "dog leg" A-pillars. By the time it was introduced, many considered the appearance dated. Much of the motoring industry at the time noted that the adopted style did not translate well to the more compact Holden.Wright (1998), p. 122. The FB became the first Holden that was adapted for left-hand drive markets, enhancing its export potential, and as such was exported to New Caledonia, New Hebrides, the Philippines, and Hawaii.Davis, Kennedy, Kennedy (2007): Part One, p. 46.

File:1962-63 EJ Sedan==.JPG, produced on 26 October 1962.]]

In 1960, Ford unveiled the new Falcon in Australia, only months after its introduction in the United States. To Holden's advantage, the Falcon was not durable, particularly in the front suspension, making it ill-suited for Australian conditions.Wright (1998), p. 133–134. In response to the Falcon, Holden introduced the facelifted EK series in 1961; the new model featured two-tone paintwork and optional Hydramatic automatic transmission.Davis, Kennedy, Kennedy (2007): Part One, p. 48. A restyled EJ series came in 1962, debuting the new luxury oriented Premier model.Wright (1998), p. 135. The EH update came a year later, bringing the new Red motor, providing better performance than the previous Grey motor.{{cite web |url=http://www.uniquecarsandparts.com.au/holden_red_motor.htm |title=Holden 6 Cylinder Red Motor |publisher=Unique Cars and Parts |access-date=23 August 2008}} The HD series of 1965 had the introduction of the Powerglide automatic transmission.Davis, Kennedy, Kennedy (2007): Part One, p. 54. At the same time, an "X2" performance option with a more powerful version of the {{convert|179|cuin|L|1|adj=on}} six-cylinder engine was made available.{{cite web |url=http://www.uniquecarsandparts.com.au/car_info_holden_hd.htm |title=Holden HD |publisher=Unique Cars and Parts |access-date=24 January 2009}} In 1966, the HR was introduced, including changes in the form of new front and rear styling and higher-capacity engines. More significantly, the HR fitted standard front seat belts; Holden thus became the first Australian automaker to provide the safety device as standard equipment across all models.Davis, Kennedy, Kennedy (2007): Part Two, p. 57. This coincided with the completion of the production plant in Acacia Ridge, Queensland. By 1963, Holden was exporting cars to Africa, the Middle East, Southeast Asia, the Pacific Islands, and the Caribbean.

Holden began assembling the compact HA series Vauxhall Viva in 1964. This was superseded by the Holden Torana in 1967, a development of the Viva ending Vauxhall production in Australia.{{cite web |url=http://www.uniquecarsandparts.com.au/car_info_holden_torana_hb.htm |title=Holden Torana HB |publisher=Unique Cars and Parts |access-date=6 March 2008}} Holden offered the LC, a Torana with new styling, in 1969 with the availability of Holden's six-cylinder engine. In the development days, the six-cylinder Torana was reserved for motor racing, but research had shown a business case existed for such a model.Wright (1998), p. 191–192. The LC Torana was the first application of Holden's new three-speed Tri-Matic automatic transmission.Bebbington (1998), p. 103. "Also introduced on the LC was the Tri-matic automatic transmission. This was GM-H's own three-speed unit." This was the result of Holden's A$16.5 million transformation of the Woodville, South Australia, factory for its production.

File:1968 Holden Monaro (HK) coupe (20857278732).jpg coupé, introduced in 1968 and based on the mainstream Kingswood, has since gained a cult following.]]

Holden's association with the manufacture of Chevrolets and Pontiacs ended in 1968, coinciding with the year of Holden's next major new model, the HK.Davis, Kennedy, Kennedy (2007): Part One, p. 5, 31. This included Holden's first V8 engine, a Chevrolet engine imported from Canada.Davis, Kennedy, Kennedy (2007): Part Two, p. 59. Models based on the HK series included an extended-length prestige model, the Brougham; and a two-door coupé, the Monaro.Davis (1987), p. 102. The mainstream Holden Special was rebranded the Kingswood, and the basic fleet model, the Standard, became the Belmont.Wright (1998), p. 171. On 3 March 1969, Alexander Rhea, managing director of General Motors-Holden's at the time, was joined by press photographers and the Federal Minister of Shipping and Transport, Ian Sinclair as the two men drove the two-millionth Holden,Autocar (1969), p. 62. an HK Brougham, off the production line. This came just over half a decade since the one-millionth car, an EJ Premier sedan, rolled off the Dandenong line on 25 October 1962.Wright (1998), p. 137. "The millionth Holden, a Eura Gold EJ Premier sedan, passing down the Dandenong production line on 25 October 1962." Following the Chevrolet V8 fitted to the HK, the first Australian-designed and mass-produced V8, the Holden V8 engine debuted in the Hurricane concept of 1969 before fitment to facelifted HT model. This was available in two capacities: {{convert|253|and|308|cuin|L|1}}.{{cite web |date=28 June 1999 |url=http://www.autoweb.com.au/A_51435/cms/newsarticle.html |title=Holden Employees Farewell The Last Aussie-Built V8 |work=AutoWeb |publisher=Web Publications |access-date=5 March 2008 |url-status=dead |archive-url=https://web.archive.org/web/20110807180937/http://www.autoweb.com.au/A_51435/cms/newsarticle.html |archive-date=7 August 2011 }} Late in HT production, use of the new Tri-Matic automatic transmission, first seen in the LC Torana was phased in as Powerglide stock was exhausted, but Holden's official line was that the HG of 1971 was the first full-sized Holden to receive it.Bebbington (1998), p. 36. "Tri-matic automatic transmission replaced Powerglide late in the [HT] model run (May '70) (except [Monaro GTS] 350)."Bebbington (1998), p. 38. "[The HG signified] the official introduction of the Tri-matic three-speed automatic transmission to the full-size car range."

Despite the arrival of serious competitors—namely, the Ford Falcon, Chrysler Valiant, and Japanese cars—in the 1960s, Holden's locally produced large six- and eight-cylinder cars remained Australia's top-selling vehicles. Sales were boosted by exporting the Kingswood sedan, station wagon, and utility body styles to Indonesia, Trinidad and Tobago, Pakistan, the Philippines, and South Africa in complete knock-down form.Davis, Kennedy, Kennedy (2007): Part One, p. 31.

Holden launched the new HQ series in 1971.Strauss (1998), p. 11. At this time, the company was producing all of its passenger cars in Australia, and every model was of Australian design; however, by the end of the decade, Holden was producing cars based on overseas designs. The HQ was thoroughly re-engineered, featuring a perimeter frame and semi-monocoque (unibody) construction. Other firsts included an all-coil suspension and an extended wheelbase for station wagons, while the utilities and panel vans retained the traditional coil/leaf suspension configuration.{{cite web |date=26 October 1998 |url=http://www.autoweb.com.au/A_50813/cms/newsarticle.html |title=Golden Holden Oldies – Stars of the Seventies |work=AutoWeb |publisher=Web Publications |access-date=5 March 2008 |url-status=dead |archive-url=https://web.archive.org/web/20080320000512/http://www.autoweb.com.au/A_50813/cms/newsarticle.html |archive-date=20 March 2008 }} The series included the new prestige Statesman brand, which also had a longer wheelbase, replacing the Brougham.{{cite web |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/0BF19BA5E77986D6CA256D2100149EA4 |title=Car review – Holden Statesman V6 sedan |work=GoAuto |access-date=5 March 2008 |archive-date=14 April 2008 |archive-url=https://web.archive.org/web/20080414234212/http://www.goauto.com.au/mellor/mellor.nsf/story2/0BF19BA5E77986D6CA256D2100149EA4 |url-status=dead }} The Statesman remains noteworthy because it was not marketed as a "Holden", but rather a "Statesman".Luck (1971), p. 62.

File:1976-1977 Holden HX Monaro GTS sedan 01.jpg was an evolution of the record-selling HQ, with more than 480,000 units shifted throughout the car's lifetime.]]

The HQ framework led to a new generation of two-door Monaros, and despite the introduction of the similar-sized competitors, the HQ range became the top-selling Holden of all time, with 485,650 units sold in three years;Davis, Kennedy, Kennedy (2007): Part Two, p. 67–68. 14,558 units were exported and 72,290 CKD kits were constructed. The HQ series was facelifted in 1974 with the introduction of the HJ, heralding new front-panel styling and a revised rear fascia.Wright (1998), p. 226. This new bodywork was to remain, albeit with minor upgrades, through the HX and HZ series.Wright (1998), p. 340–341. Detuned engines adhering to government emission standards were brought in with the HX series, whilst the HZ brought considerably improved road handling and comfort with the introduction of radial-tuned suspension.Wright (1998), p. 239–241. As a result of GM's toying with the Wankel rotary engine, as used by Mazda of Japan, an export agreement was initiated in 1975. This involved Holden exporting with powertrains, HJ, and later, HX series Premiers as the Mazda Roadpacer AP. Mazda then fitted these cars with the 13B rotary engine and three-speed automatic transmission. Production ended in 1977, after just 840 units sold.{{cite web |url=http://www.uniquecarsandparts.com.au/car_info_mazda_roadpacer.htm |title=Mazda Roadpacer |publisher=Unique Cars and Parts |access-date=21 April 2009}}McCarthy (2007), p. 142. "...a faction within General Motors had a serious case of the hots for Dr Wankel's rotary engine. [...] The Premier, in all its glory (except drivetrain), was shipped to Hiroshima where Mazda partially fitted the empty engine bay with a 13B rotor motor, backed by a three-speed auto. [...] Production lasted just two years and 840 units...".

Development of the Torana continued in with the larger mid-sized LH series released in 1974, offered only as a four-door sedan.Wright (1998), p. 340. The LH Torana was one of the few cars worldwide engineered to accommodate four-, six-, and eight-cylinder engines.Wright (1998), p. 198. This trend continued until Holden introduced the Sunbird in 1976, essentially the four-cylinder Torana with a new name. Designated LX, both the Sunbird and Torana introduced a three-door hatchback variant.Wright (1998), p. 244. A final UC update appeared in 1978.Bebbington (1998), p. 115. During its production run, the Torana achieved legendary racing success in Australia, achieving victories at the Mount Panorama Circuit in Bathurst, New South Wales.{{cite web |date=4 November 1998 |url=http://www.autoweb.com.au/A_50858/cms/newsarticle.html |title=Golden Holden Oldies – The Holden Torana (1967–78) – A Bathurst Legacy |work=AutoWeb |publisher=Web Publications |access-date=9 June 2008 |url-status=dead |archive-url=https://web.archive.org/web/20110807180930/http://www.autoweb.com.au/A_50858/cms/newsarticle.html |archive-date=7 August 2011 }}

File:1978-1979 Holden UC Torana SL sedan 02.jpg, was replaced by an interim four-cylinder version of the Commodore until the Camira was launched in 1982.]]

In 1975, Holden introduced the compact Gemini, the Australian version of the "T-car", based on the Opel Kadett C. The Gemini was an overseas design developed jointly with Isuzu, GM's Japanese affiliate; and was powered by a 1.6-litre four-cylinder engine.{{cite web |url=http://www.uniquecarsandparts.com.au/car_info_holden_gemini_tx.htm |title=Holden Gemini TX |publisher=Unique Cars and Parts |access-date=23 August 2008}} Fast becoming a popular car, the Gemini rapidly attained sales leadership in its class, and the nameplate lived on until 1987.{{cite web |url=http://www.uniquecarsandparts.com.au/car_info_holden_gemini_rb.htm |title=Holden Gemini RB |publisher=Unique Cars and Parts |access-date=23 August 2008}}

File:Holden VB Commodore SL E (cropped).JPG was introduced in 1978, following the success of its Kingswood forebear. It would become Holden's bestselling vehicle to date.]]

Holden's most popular car to date, the Commodore, was introduced in 1978 as the VB.Tuckey (1999), p. 27. The new family car was loosely based on the Opel Rekord E body shell, but with the front from the Opel Senator grafted to accommodate the larger Holden six-cylinder and V8 engines. Initially, the Commodore maintained Holden's sales leadership in Australia.Tuckey (1999), p. 33. However, some of the compromises resulting from the adoption of a design intended for another market hampered the car's acceptance. In particular, it was narrower than its predecessor and its Falcon rival, making it less comfortable for three rear-seat passengers.Robinson (2006), p. 23, 26–27. With the abandonment of left-hand drive markets, Holden exported almost 100,000 Commodores to markets such as New Zealand, Thailand, Hong Kong, Malaysia, Indonesia, Malta and Singapore.

During the 1970s, Holden ran an advertising jingle "Football, Meat Pies, Kangaroos, and Holden cars", a localised version of the "Baseball, Hot Dogs, Apple Pies, and Chevrolet" jingle used by GM's Chevrolet division in the United States.{{cite news |last=King |first=Philip |date=16 August 2008 |url=http://www.theaustralian.com.au/business/cars-at-a-fork-in-the-road/story-e6frgafo-1111117208528 |title=Cars at a fork in the road |work=The Australian |access-date=19 November 2008}}

Holden discontinued the Torana in 1979 and the Sunbird in 1980. After the 1978 introduction of the Commodore, the Torana became the "in-between" car, surrounded by the smaller and more economical Gemini and the larger, more sophisticated Commodore. The closest successor to the Torana was the Camira, released in 1982 as Australia's version of GM's medium-sized "J-car".Robinson (2006), p. 24.

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File:1987 Holden Camira (JD) SLE sedan (2015-07-14) 01.jpg, Holden's version of the global "J-car" platform slumped significantly. This placed a huge financial burden on the Australian subsidiary, which was already operating at a loss at this time.]]

The 1980s were challenging for Holden and the Australian automotive industry. The Australian Government tried to revive the industry with the Button car plan, which encouraged car makers to focus on producing fewer models at higher, more economical volumes, and to export cars.Wright (1998), p. 277. The decade opened with the shut-down of the Pagewood, New South Wales production plant and introduction of the light commercial Rodeo, sourced from Isuzu in Japan. The Rodeo was available in both two- and four-wheel drive chassis cab models with a choice of petrol and diesel powerplants.Davis, Kennedy, Kennedy (2007): Part Two, p. 82. The range was updated in 1988 with the TF series, based on the Isuzu TF. Other cars sourced from Isuzu during the 1980s were the four-wheel drive Jackaroo (1981), the Shuttle (1982) van and the Piazza (1986) three-door sports hatchback.Davis, Kennedy, Kennedy (2007): Part Two, p. 87, 95. The second generation Holden Gemini from 1985 was also based on an Isuzu design, although, its manufacture was undertaken in Australia."Reborn!" (1985), p. 19. "We have been waiting a long time for this front wheel drive replacement for the original Gemini. The Isuzu people have not exactly been speedy signing off the development for the RB, or what has been known as the R-car...".

In 1981, the Fishermans Bend engine plant began production of the Family II - part of a global engine programme for GM's compact vehicles. The plant supplied the engine locally for the Camira model, and to export markets - primarily to GM's plants in Europe for installation in Opel/Vauxhall vehicles.

While GM Australia's commercial vehicle range had originally been mostly based on Bedford products, these had gradually been replaced by Isuzu products as the Bedford brand was being retired in Britain. This process began in the 1970s and by 1982 Holden's commercial vehicle arm no longer offered any Bedford products.{{cite magazine |magazine=TRUCK |date=May 1982 |ref=truck82 |page=36 |last=Mullett |first=Chris |title=Intertruck: Australia |location=London, UK |publisher=FF Publishing}}

The new Holden WB commercial vehicles and the Statesman WB limousines were introduced in 1980. However, the designs, based on the HQ and updated HJ, HX and HZ models from the 1970s were less competitive than similar models in Ford's lineup. Thus, Holden abandoned those vehicle classes altogether in 1984. Sales of the Commodore also fell, with the effects of the 1979 energy crisis lessening, and for the first time the Commodore lost ground to the Ford Falcon. Sales in other segments also suffered when competition from Ford intensified, and other Australian manufacturers: Mitsubishi, Nissan and Toyota gained market share.{{cite web |last=Kenwright |first=Joe |date=29 July 2006 |url=http://www.carsales.com.au/advice/2006/large-passenger/holden/commodore/crossing-the-lion-7422 |title=Crossing the Lion |publisher=Carsales |access-date=16 June 2007 |archive-url=https://web.archive.org/web/20090309064055/http://www.carsales.com.au/advice/2006/large-passenger/holden/commodore/crossing-the-lion-7422 |archive-date=9 March 2009 |url-status=dead }} When released in 1982, the Camira initially generated good sales, which later declined because buyers considered the 1.6-litre engine underpowered, and the car's build and ride quality below-average. The Camira lasted just seven years, and contributed to Holden's accumulated losses of over A$500 million by the mid-1980s.Robinson (2006), p. 26.

File:1988 Holden Calais (VN) sedan (2015-07-14) 01.jpg pictured) overcame the previous generation's width problems.]]

In 1984, Holden introduced the VK Commodore, with significant styling changes from the previous VH. The Commodore was next updated in 1986 as the VL, which had new front and rear styling.Davis, Kennedy, Kennedy (2007): Part Two, p. 89–94. Controversially, the VL was powered by the 3.0-litre Nissan RB30 six-cylinder engine and had a Nissan-built, electronically controlled four-speed automatic transmission. Holden even went to court in 1984 to stop local motoring magazine Wheels from reporting on the matter.{{cite magazine |magazine=Car |date=September 1984 |page=9 |title=Oracle: Headlines | editor-last = Cropley | editor-first = Steve |publisher=FF Publishing |location=London, UK}} The engine change was necessitated by the legal requirement that all new cars sold in Australia after 1986 had to consume unleaded petrol.{{cite web |date=21 June 2007 |url=http://www.derm.qld.gov.au/environmental_management/air/caring_for_our_air/ |archive-url=https://web.archive.org/web/20091213160823/http://www.derm.qld.gov.au/environmental_management/air/caring_for_our_air/ |archive-date=13 December 2009 |title=Caring for our air |publisher=Government of Queensland |access-date=23 August 2008}} Because it was unfeasible to convert the existing six-cylinder engine to run on unleaded fuel, the Nissan engine was chosen as the best engine available. However, changing currency exchange rates doubled the cost of the engine and transmission over the life of the VL.Robinson (2006), p. 25. The decision to opt for a Japanese-made transmission led to the closure of the Woodville, South Australia assembly plant. Emboldened by the apparent sign of turnaround, GM paid off Holden's mounted losses of A$780 million on 19 December 1986. At GM headquarters' request, Holden was then reorganised and recapitalised, separating the engine and car manufacturing divisions in the process.Robinson (2006), p. 27. "...on 19 December 1986 GM paid off Holden's accumulated losses of around A$780m, leaving the company free of debt. This was a new beginning, but GM insisted the company be split in two..." This involved the splitting of Holden into Holden's Motor Company (HMC) and Holden's Engine Company (HEC).Davis, Davis (1988), p. 91. "In December 1986, GM-H announced a major restructure of its activities replacing the existing General Motors-Holden's Ltd with two sister firms, Holden's Motor Company (HMC) and Holden's Engine Company (HEC)." For the most part, car bodies were now manufactured at Elizabeth, with engines as before, confined to the Fishermans Bend plant in Port Melbourne, Victoria. The engine manufacturing business was successful, building four-cylinder Family II engines for use in cars built overseas.{{cite web |date=9 November 2004 |url=http://www.autoweb.com.au/A_103082/cms/newsarticle.html |title=Holden Reaches Golden Milestone With 50 Years of Exports |work=AutoWeb |publisher=Web Publications |access-date=23 August 2008 |url-status=dead |archive-url=https://web.archive.org/web/20110807180742/http://www.autoweb.com.au/A_103082/cms/newsarticle.html |archive-date=7 August 2011 }} The final phase of the Commodore's recovery strategy involved the 1988 VN, a significantly wider model powered by the American-designed, Australian-assembled 3.8-litre Buick V6 engine.

Holden began to sell the subcompact Suzuki Swift-based Barina in 1985. The Barina was launched concurrently with the Suzuki-sourced Holden Drover, followed by the Scurry later on in 1985.Davis, Kennedy, Kennedy (2007): Part Two, p. 91. In the previous year, Nissan Pulsar hatchbacks were rebadged as the Holden Astra, as a result of a deal with Nissan.Earl (2002), p. 29. This arrangement ceased in 1989 when Holden entered a new alliance with Toyota, forming a new company: United Australian Automobile Industries (UAAI). UAAI resulted in Holden selling rebadged versions of Toyota's Corolla and Camry, as the Holden Nova and Apollo respectively, with Toyota re-branding the Commodore as the Lexcen.Earl (2002), p. 27–28.

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File:1998 Holden Caprice (VS II) sedan (2015-07-09) 01.jpg of 1995 represented a mild facelift of the VR, which in turn was an update of the 1990 VQ—Holden's long-wheelbase version of the VN Commodore series.]]

The company changed throughout the 1990s, increasing its Australian market share from 21 percent in 1991 to 28.2 percent in 1999.{{cite web |url=http://media.gm.com/aus/holden/en/company/finance/fin_sales_share_ARCHIVE.html |title=Sales and Share of Australian Market Archive (1991–2002) |publisher=General Motors |archive-url=https://archive.today/20070829033825/http://media.gm.com/aus/holden/en/company/finance/fin_sales_share_ARCHIVE.html |archive-date=29 August 2007 |access-date=23 August 2008}} Besides manufacturing Australia's best selling car, which was exported in significant numbers, Holden continued to export many locally produced engines to power cars made elsewhere. In this decade, Holden adopted a strategy of importing cars it needed to offer a full range of competitive vehicles.{{cite web |url=http://www.gm.com/company/corp_info/global_operations/asia_pacific/aust.html |title=GM Global Operations: Australia |publisher=General Motors |archive-url=https://web.archive.org/web/20070427004252/http://www.gm.com/company/corp_info/global_operations/asia_pacific/aust.html |archive-date=27 April 2007}} During 1998, General Motors-Holden's Ltd name was shortened to "Holden Ltd".Davis, Kennedy, Kennedy (2007): Part One, p. 9.

On 26 April 1990, GM's New Zealand subsidiary Holden New Zealand announced that production at the assembly plant based in Trentham would be phased out and vehicles would be imported duty-free—this came after the 1984 closure of the Petone assembly line due to low output volumes.{{cite web |url=http://www.holden.co.nz/heart/heritage/ |title=Heart of Holden – Holden Heritage |publisher=Holden New Zealand |access-date=23 August 2008 |archive-url=https://web.archive.org/web/20080601180944/http://www.holden.co.nz/heart/heritage/ |archive-date=1 June 2008}} During the 1990s, Holden, other Australian automakers and trade unions pressured the Australian Government to halt the lowering of car import tariffs. By 1997, the federal government had already cut tariffs to 22.5 percent, from 57.5 percent ten years earlier; by 2000, a plan was formulated to reduce the tariffs to 15 percent. Holden was critical, saying that Australia's population was not large enough, and that the changes could tarnish the local industry.{{cite news |last=Richardson |first=Michael |date=24 April 1997 |url=https://www.nytimes.com/1997/04/24/business/worldbusiness/24iht-cars.t_0.html |title=Automakers Say Cuts in Duties Would Maim Industry : Tussle on Tariffs in Australia |work=International Herald Tribune |access-date=23 August 2008}}

File:1999 Holden Commodore (VT) Executive sedan (2016-01-04) 01.jpg, introduced in 1997, marked the Commodore's global expansion.]]

Holden reintroduced its defunct Statesman title in 1990—this time under the Holden marque, as the Statesman and Caprice. For 1991, Holden updated the Statesman and Caprice with a range of improvements, including the introduction of four-wheel anti-lock brakes (ABS);Wright (1998), p. 343. although, a rear-wheel system had been standard on the Statesman Caprice from March 1976. ABS was added to the short-wheelbase Commodore range in 1992.Davis, Kennedy, Kennedy (2007): Part Two, p. 103–104. Another returning variant was the full-size utility, and on this occasion it was based on the Commodore.Robinson (2006), p. 26–27. The VN Commodore received a major facelift in 1993 with the VR—compared to the VN, approximately 80 percent of the car model was new. Exterior changes resulted in a smoother overall body and a "twin-kidney" grille—a Commodore styling trait that remained until the 2002 VY model and,{{cite web |last=Smith |first=Graham |date=6 September 2002 |url=http://www.heraldsun.com.au/news/holden-vr-commodore/story-e6frfj7f-1111112104526 |title=1993 Holden VR Commodore |work=Herald Sun |access-date=2 March 2008}} as of 2013, remains a permanent staple on HSV variants.

Holden introduced the all-new VT Commodore in 1997, the outcome of a A$600 million development programme that spanned more than five years. The new model featured a rounded exterior body shell, improved handling and many firsts for an Australian-built car. Also, a stronger body structure increased crash safety.McCarthy, McKay, Newton, Robinson (2006), p. 158. The locally produced Buick-sourced V6 engine powered the Commodore range, as did the 5.0-litre Holden V8 engine, and was replaced in 1999 by the 5.7-litre LS unit.Davis, Kennedy, Kennedy (2007): Part Three, p. 11.

File:2000 Holden Astra (TS) CD Olympic Edition 5-door hatchback (2015-07-10) 01.jpg continued Holden's trend of sourcing its mid-size and smaller model lines from Opel in Europe.]]

The UAAI badge-engineered cars first introduced in 1989 sold in far fewer numbers than anticipated, but the Holden Commodore, Toyota Camry, and Corolla were all successful when sold under their original nameplates.{{cite web |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/60DB5F93CC0B207FCA256D21001310D6 |title=Car review – Holden Nova 5-dr hatch |work=GoAuto |access-date=23 August 2008 |archive-date=31 July 2008 |archive-url=https://web.archive.org/web/20080731051142/http://www.goauto.com.au/mellor/mellor.nsf/story2/60DB5F93CC0B207FCA256D21001310D6 |url-status=dead }} The first generation Nova and the donor Corolla were produced at Holden's Dandenong, Victoria facility until 1994.{{cite web |last=Fujimoto |first=Takahiro |date=October 1998 |url=http://e-server.e.u-tokyo.ac.jp/cirje/research/dp/98/cf23/dp.pdf |title=Toyota Motor Manufacturing Australia in 1995: An Emergent Global Strategy |publisher=University of Tokyo |page=23 |archive-url=https://www.webcitation.org/5xJZkwEEX?url=http://e-server.e.u-tokyo.ac.jp/cirje/research/dp/98/cf23/dp.pdf |archive-date=20 March 2011 |url-status=dead }} UAAI was dissolved in 1996, and Holden returned to selling only GM products. The Holden Astra and Vectra, both designed by Opel in Germany, replaced the Toyota-sourced Holden Nova and Apollo. This came after the 1994 introduction of the Opel Corsa replacing the already available Suzuki Swift as the source for the Holden Barina.{{cite web |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/D928D7E37EE64519CA256D210003F9D7 |title=Car review – Holden Barina Swing 5-dr hatch |work=GoAuto |access-date=23 August 2008 |archive-date=31 July 2008 |archive-url=https://web.archive.org/web/20080731051427/http://www.goauto.com.au/mellor/mellor.nsf/story2/D928D7E37EE64519CA256D210003F9D7 |url-status=dead }} Sales of the full-size Holden Suburban SUV sourced from Chevrolet commenced in 1998—lasting until 2001.{{cite web |date=10 May 2001 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/CCFB67BA3E9FCE77CA256A480019218D |title=Car review – Holden Suburban 1500 LT 5-dr wagon |work=GoAuto |access-date=22 April 2009 |archive-date=17 November 2007 |archive-url=https://web.archive.org/web/20071117105910/http://www.goauto.com.au/mellor/mellor.nsf/story2/CCFB67BA3E9FCE77CA256A480019218D |url-status=dead }} Also in 1998, local assembly of the Vectra began at Elizabeth, South Australia. These cars were exported to Japan and Southeast Asia with Opel badges.{{cite web |date=8 September 1999 |url=http://www.autoweb.com.au/A_51613/cms/newsarticle.html |archive-url=https://web.archive.org/web/20111002153424/http://www.autoweb.com.au/A_51613/cms/newsarticle.html |url-status=dead |archive-date=2 October 2011 |title=Holden Announces Next Stage Of $1 Billion Export Drive |work=AutoWeb |publisher=Web Publications |access-date=23 August 2008}}Davis, Kennedy, Kennedy (2007): Part One, p. 34. However, the Vectra did not achieve sufficient sales in Australia to justify local assembly, and reverted to being fully imported in 2000.{{cite web |last=Kennedy |first=Ewan |date=18 June 2005 |url=http://www.marque.com.au/usedcars/050815_Holden_Vectra.htm |title=Holden Vectra 1997–2004 |publisher=Marque Publishing |access-date=5 March 2008 |url-status=dead |archive-url=https://web.archive.org/web/20080313071106/http://www.marque.com.au/usedcars/050815_Holden_Vectra.htm |archive-date=13 March 2008 }}

In the 1990s, Holden's share of the Australian market surged and peaked at 27.5 percent in 2000 before declining to 15.2 percent in 2006.{{cite web |url=http://media.gm.com/aus/holden/en/company/finance/fin_sales_share.html |title=Sales and Share of Australian Market (2003–present) |publisher=General Motors |archive-url=https://archive.today/20070807233256/http://media.gm.com/aus/holden/en/company/finance/fin_sales_share.html |archive-date=7 August 2007 |access-date=23 August 2008}} From March 2003, Holden no longer held the number one sales position in Australia, losing ground to Toyota."Number Crunching" (2003), p. 181. Commodore sales had peaked in 1998 at 94,642 vehicles and were relatively stable up to 2004 before going into a steady decline. Total Holden sales peaked in 2002 at 178,392 vehicles and were stable up to 2005 before declining for the rest of the decade and the next.

This downturn affected Holden's profits; the company recorded a combined gain of A$842.9 million from 2002 to 2004, and a combined loss of A$290 million from 2005 to 2006.{{cite web |date=18 June 2007 |url=http://www.caradvice.com.au/3250/holden-posts-146-million-loss/ |title=Holden Posts $146 Million Loss |publisher=CarAdvice |access-date=23 August 2008}} Factors contributing to the loss included the development of an all-new model, the strong Australian dollar and the cost of reducing the workforce at the Elizabeth plant, including the loss of 1,400 jobs after the closure of the third-shift assembly line in 2005, after two years in operation.{{cite news |date=20 January 2006 |url=http://www.theage.com.au/news/Business/Mitsubishi-to-cut-250-jobs-says-union/2006/01/20/1137553752787.html |title=Mitsubishi to cut more jobs |work=The Age |access-date=23 August 2008 |location=Melbourne}} Holden fared better in 2007, posting an A$6 million loss.{{cite web |last=Pettendy |first=Marton |date=30 July 2008 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/D0F21ACCD85E4C94CA25749500261F3B |title=GM Holden posts a $6 million loss for 2007 as domestic and export sales slow |work=GoAuto |access-date=30 July 2008 |archive-date=5 September 2008 |archive-url=https://web.archive.org/web/20080905144603/http://www.goauto.com.au/mellor/mellor.nsf/story2/D0F21ACCD85E4C94CA25749500261F3B |url-status=dead }} This was followed by an A$70.2 million loss in the 2008,{{cite web |last=McDonald |first=Neil |date=26 June 2009 |url=http://www.carsguide.com.au/site/news-and-reviews/car-news/holden_posts_70m_loss_in_australia |title=Holden posts $70m loss in Australia |work=The Sun-Herald |access-date=26 June 2009}} an A$210.6 million loss in 2009, and a profit of A$112 million in 2010.{{cite web |last=Hammerton |first=Ron |date=13 April 2011 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/18E4D6AA2E88214ECA257870000F2CB0 |title=Red team back in black |work=GoAuto |access-date=13 April 2011 |archive-date=25 January 2012 |archive-url=https://web.archive.org/web/20120125075756/http://www.goauto.com.au/mellor/mellor.nsf/story2/18E4D6AA2E88214ECA257870000F2CB0 |url-status=dead }} On 18 May 2005, "Holden Ltd" became "GM Holden Ltd", coinciding with the resettling to the new Holden headquarters on 191 Salmon Street, Port Melbourne, Victoria.{{cite web |url=http://www.nextcar.com.au/n.holden.2005.office.05may.html |title=Holden Unveils New Headquarters in Port Melbourne |publisher=Next Car |date=19 May 2005 |access-date=28 September 2010}}

File:2001-2002 Holden Monaro (V2) CV8 coupe (2010-09-19) 01.jpg coupé was resurrected in 2001 as a low-volume niche model. Unanticipated overseas demand proved otherwise, with the Monaro selling in the UK as a Vauxhall Monaro and throughout the United States as the Pontiac GTO.Dowling (2003), p. 151. "[Holden] planned to build about 7,500 coupes in total for the Australian market [per year] and we were looking at building another 18,000 to 20,000 a year."]]

Holden caused controversy in 2005 with their Holden Employee Pricing television advertisement, which ran from October to December 2005. The campaign publicised, "for the first time ever, all Australians can enjoy the financial benefit of Holden Employee Pricing". However, this did not include a discounted dealer delivery fee and savings on factory fitted options and accessories that employees received. At the same time, employees were given a further discount of 25 to 29 percent on selected models.{{cite web |date=19 April 2006 |url=http://www.accc.gov.au/media-release/holden-employee-pricing-backfires |title=Holden employee pricing backfires |publisher=Australian Competition & Consumer Commission |access-date=28 January 2008}}

Holden revived the Monaro coupe in 2001. Based on the Commodore VX architecture, the coupe attracted worldwide attention after being shown as a concept car at Australian auto shows.{{cite web |date=21 July 2005 |url=http://www.webwombat.com.au/motoring/news_reports/holden-monaro-cv8-z.htm |title=Holden Waves Goodbye to Monaro |publisher=WebWombat |access-date=23 August 2008}} The VX Commodore received its first major update in 2002 with the VY series. A mildly facelifted VZ model launched in 2004, introducing the High Feature engine.McCarthy, McKay, Newton, Robinson (2006), p. 159. This was built at the Fishermans Bend facility completed in 2003, with a maximum output of 900 engines per day. This has reportedly added A$5.2 billion to the Australian economy; exports account for about A$450 million alone.{{cite web |url=http://www.premier.vic.gov.au/newsroom/news_item_archive.asp?id=323 |title=Premier Opens New Holden Engine Plant |publisher=State of Victoria |date=5 November 2003 |archive-url=https://web.archive.org/web/20040531141259/http://www.premier.vic.gov.au/newsroom/news_item_archive.asp?id=323 |archive-date=31 May 2004}} After the VZ, the High Feature engine powered the all-new Holden Commodore (VE). In contrast to previous models, the VE no longer used an Opel-sourced platform adapted both mechanically and in size,Robinson (2006), p. 34–35, 55–56. but was based on the Holden developed GM Zeta platform, that was earmarked to become a "Global RWD Architecture", until plans were cancelled due to the 2008 financial crisis.

File:2009-2010 Holden VE Commodore SS V sedan 01.jpg with the VE series in 2006, Holden's first "clean-sheet" design since 1971.]]

Throughout the 1990s, Opel had also been the source of many Holden models. To increase profitability, Holden looked to the South Korean Daewoo brand for replacements after acquiring a 44.6 percent stake—worth US$251 million—in the company in 2002 as a representative of GM.{{cite web |date=1 February 2005 |url=http://news.drive.com.au/drive/motor-news/spanner-in-the-works-20100824-13kzd.html |title=Spanner in the works |work=Drive |access-date=23 August 2008 |url-status=dead |archive-url=https://web.archive.org/web/20110722055005/http://news.drive.com.au/drive/motor-news/spanner-in-the-works-20100824-13kzd.html |archive-date=22 July 2011 }}{{cite web |last=Gratton |first=Ken |date=2 November 2009 |url=http://www.carsales.com.au/news/2009/daewoo/gm-to-take-larger-stake-in-daewoo-17241 |title=GM to take larger stake in Daewoo |publisher=Carsales |access-date=20 October 2010 |archive-url=https://web.archive.org/web/20110927144743/http://www.carsales.com.au/news/2009/daewoo/gm-to-take-larger-stake-in-daewoo-17241 |archive-date=27 September 2011 |url-status=dead }} This was increased to 50.9 percent in 2005,{{cite web |last=Hassal |first=David |date=7 April 2009 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/D2691139F3368A53CA257612000B82F4 |title=GM Daewoo seeks vital cash |work=GoAuto |access-date=20 October 2010 |archive-date=25 January 2012 |archive-url=https://web.archive.org/web/20120125082439/http://www.goauto.com.au/mellor/mellor.nsf/story2/D2691139F3368A53CA257612000B82F4 |url-status=dead }} but when GM further increased its stake to 70.1 percent around the time of its 2009 Chapter 11 reorganisation, Holden's interest was relinquished and transferred to another (undisclosed) part of GM.{{cite news |date=23 October 2009 |url=http://uk.reuters.com/article/idUKHKG29812220091023 |archive-url=https://web.archive.org/web/20201204215213/https://uk.reuters.com/article/idUKHKG29812220091023 |url-status=dead |archive-date=4 December 2020 |title=Update 1-GM buys all new shares in S. Korea unit |work=Reuters |access-date=20 October 2010}}

The commencement of the Holden-branded Daewoo models began with the 2005 Holden Barina, which based on the Daewoo Kalos, replaced the Opel Corsa as the source of the Barina.Carey (2005), p. 131. In the same year, the Viva, based on the Daewoo Lacetti, replaced the entry-level Holden Astra Classic, although the new-generation Astra introduced in 2004 continued on.Carey (2005), p. 128–129. The Captiva crossover SUV came next in 2006. After discontinuing the Frontera and Jackaroo models in 2003, Holden was only left with one all-wheel drive model: the Adventra, a Commodore-based station wagon.Ponchard (2006), p. 106–112. The fourth model to be replaced with a South Korean alternative was the Vectra by the mid-size Epica in 2007.Newton (2007), p. 104–108. As a result of the split between GM and Isuzu, Holden lost the rights to use the "Rodeo" nameplate. Consequently, the Holden Rodeo was facelifted and relaunched as the Colorado in 2008.{{cite web |last=Stanford |first=James |date=1 July 2008 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/FEF201F0B47FC07FCA2574790020E81C |title=Colorado cuts loose |work=GoAuto |access-date=4 July 2008 |archive-date=2 July 2008 |archive-url=https://web.archive.org/web/20080702223257/http://goauto.com.au/mellor/mellor.nsf/story2/FEF201F0B47FC07FCA2574790020E81C |url-status=dead }}

Following Holden's successful application for a A$149 million government grant to build a localised version of the Chevrolet Cruze in Australia from 2011, Holden in 2009 announced that it would initially import the small car unchanged from South Korea as the Holden Cruze.{{cite web |last=Toby |first=Hagon |date=27 February 2009 |url=http://news.drive.com.au/drive/motor-news/holden-cruze-missiles-to-australia-20090227-146q7.html |title=Holden Cruze missiles to Australia |access-date=27 February 2009 |url-status=dead |archive-url=https://web.archive.org/web/20110722054721/http://news.drive.com.au/drive/motor-news/holden-cruze-missiles-to-australia-20090227-146q7.html |archive-date=22 July 2011 }}{{cite web |last=Stanford |first=James |date=12 January 2010 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/B24A8B7C7E8AD176CA2576A9002BA12A |title=Holden confirms Cruze delay |work=GoAuto |access-date=16 April 2010 |archive-date=15 January 2010 |archive-url=https://web.archive.org/web/20100115180935/http://www.goauto.com.au/mellor/mellor.nsf/story2/B24A8B7C7E8AD176CA2576A9002BA12A |url-status=dead }} Following the government grant announcement, Kevin Rudd, Australia's Prime Minister at the time, stated that production would support 600 new jobs at the Elizabeth facility; however, this failed to take into account Holden's previous announcement, whereby 600 jobs would be shed when production of the Family II engine ceased in late 2009.{{cite news |last=Kerin |first=Paul |date=17 March 2009 |url=http://www.theaustralian.com.au/business/opinion/too-easy-for-gm/story-e6frg9if-1111119152290 |title=Rudd has made it too easy |work=The Australian |access-date=17 March 2009}}

File:2016 Holden Commodore (VF II MY16) SV6 Black Edition Sportwagon (2018-04-16) 01.jpg; the last locally produced model in Holden's lineup]]

In March 2012, Holden was given a $270 million lifeline by the Australian Federal Government (Labor Party of Australia) along with the South Australian and Victorian state governments. In return, Holden planned to inject over $1 billion into car manufacturing in Australia. They estimated the new investment package would return around $4 billion to the Australian economy and see GM Holden continue making cars in Australia until at least 2022.{{cite web |url=http://www.australianmanufacturing.com.au/holden-secures-over-200-million-subsidy-promises-to-stay/ |archive-url=https://archive.today/20121230130805/http://www.australianmanufacturing.com.au/holden-secures-over-200-million-subsidy-promises-to-stay/ |url-status=dead |archive-date=30 December 2012 |title=Holden To Stay After Government Promises $270 Million Assistance |publisher=Australian Manufacturing |date=23 March 2012 |access-date=10 February 2014 }}

In mid-2013, Holden sought a further A$265 million, in addition to the A$275 million that was already committed by the Federal, South Australian and Victorian governments to remain viable as a car manufacturer in Australia. A source close to Holden informed the Australian news publication that the car company is losing money on every vehicle that it produces and consequently initiated negotiations to reduce employee wages by up to A$200 per week to cut costs, following the announcement of 400 job cuts and an assembly line reduction of 65 (400 to 335) cars per day. From 2001 to 2012, Holden received over A$150 million a year in subsidy from Australian government. The subsidy from 2007 was more than Holden's capital investment of the same period. From 2004, Holden was only able to make a profit in 2010 and 2011.{{cite web|last1=Fickling|first1=David|title=GM Holden to Stop Auto Manufacturing in Australia in 2017|url=https://www.bloomberg.com/news/articles/2013-12-11/gm-holden-to-stop-auto-manufacturing-in-australia-in-2017|website=Bloomberg.com|publisher=Bloomberg|access-date=19 March 2018|language=en|date=11 December 2013}}

Industry Minister Kim Carr confirmed on 10 July 2013 that talks had been scheduled between the Australian government and Holden.{{cite news |title=Holden plays double or nothing: $265m or closure |url=http://www.theaustralian.com.au/national-affairs/holden-plays-double-or-nothing-265m-or-closure/story-fn59niix-1226677379337?net_sub_uid=44933799 |access-date=11 July 2013 |newspaper=The Australian |date=11 July 2013 |author=Philip Martin |author2=Sarah King}} On 13 August 2013, 1,700 employees at the Elizabeth plant in South Australia voted to accept a three-year wage freeze to decrease the chances of the production line's closure in 2016. Holden's ultimate survival, though, depended on continued negotiations with the Federal Government—to secure funding for the period from 2016 to 2022—and the final decision of the global headquarters in Detroit, US.{{cite news |title=Holden workers vote to accept three-year wage freeze |url=http://www.abc.net.au/news/2013-08-13/holden-workers-vote-on-pay-proposal/4884158 |access-date=17 August 2013 |publisher=ABC News |date=14 August 2013}}

Following an unsuccessful attempt to secure the extra funding required from the new Liberal/National coalition government, on 11 December 2013, General Motors announced that Holden would cease engine and vehicle manufacturing operations in Australia by the end of 2017.{{cite news |url=http://www.news.com.au/national/victoria/holden-will-cease-operations-in-2017/story-fnii5sms-1226780690797 |title=Holden will cease operations in 2017 |date=11 December 2013 |access-date=11 December 2013 |publisher=news.com.au |archive-date=9 October 2020 |archive-url=https://web.archive.org/web/20201009220735/https://www.news.com.au/holden-to-cease-making-cars-in-australia-in-2017-while-toyota-considers-if-it-can-go-it-alone/news-story/88728e3591c96d0a66d6bf49ba0a1025 |url-status=dead }} As a result, 2,900 jobs would be lost over four years.{{cite web |url=http://www.afr.com/p/business/companies/holden_to_stop_australian_manufacturing_YssJkVla22m14tQHn5bYkM |title=Holden to stop Australian manufacturing |publisher=afr.com |access-date=10 March 2015}} Beyond 2017 Holden's Australian presence would consist of a national sales company, a parts distribution centre and a global design studio.{{cite press release |url=https://www.scribd.com/doc/190829491/Holden-announces-it-will-cease-manufacturing-operations-in-Australia-by-2017 |title=Holden announces it will cease manufacturing operations in Australia by 2017 |publisher=ABC News Online via Scribd.com |date=10 December 2013 |access-date=11 December 2013}}

In May 2014, GM reversed their decision to abandon the Lang Lang Proving Ground and decided to keep it as part of its engineering capability in Australia.{{cite web |url=http://www.premier.vic.gov.au/media-centre/media-releases/9783-coalition-government-welcomes-holden-s-announcement-that-lang-lang-proving-ground-to-be-retained.html |title=Coalition government welcomes Holden's announcement that Long Lang Providing Ground to be retained |work=premier.vic.gov.au |date=May 2014 |access-date=10 March 2015 |archive-date=6 October 2014 |archive-url=https://web.archive.org/web/20141006095747/http://www.premier.vic.gov.au/media-centre/media-releases/9783-coalition-government-welcomes-holden-s-announcement-that-lang-lang-proving-ground-to-be-retained.html |url-status=dead }}

In 2015, Holden again began selling a range of Opel-derived cars comprising the Astra VXR and Insignia VXR (both based on the OPC models sold by Vauxhall) and Cascada. Later that year, Holden also announced plans to sell the European Astra and the South Korean Cruze alongside each other from 2017.[http://www.wheelsmag.com.au/news/1512/2017-holden-cruze-2017-holden-astra-competing-for-hearts-wallets/ 2017 Holden Cruze, 2017 Holden Astra competing for hearts, wallets]

In December 2015, Belgian entrepreneur Guido Dumarey commenced negotiations to buy the Commodore manufacturing plant in Elizabeth, with a view to continue producing a rebadged Zeta-based premium range of rear and all-wheel drive vehicles for local and export sales.{{cite web |title=Exclusive: Dumarey confirms bid for Commodore and Elizabeth |url=http://www.motoring.com.au/exclusive-dumarey-confirms-bid-for-commodore-and-elizabeth-100647/ |publisher=Motoring.com.au |date=21 December 2015 |access-date=6 January 2016 |url-status=dead |archive-url=https://web.archive.org/web/20160126143716/http://www.motoring.com.au/exclusive-dumarey-confirms-bid-for-commodore-and-elizabeth-100647/ |archive-date=26 January 2016 }} The proposal was met with doubt in South Australia,{{cite web |last=Rohweder |first=Sarah |date=9 February 2016 |url=http://www.adelaidenow.com.au/messenger/north-northeast/doubts-cast-over-holden-takeover-bid/news-story/93e074cf6c1cdff8b699d6d1f28cc7ed |title=Doubts cast over Punch Corporation's Guido Dumarey Holden takeover bid |work=Northern Messenger |access-date=4 June 2016}} and it later came to nothing.{{cite web |last=Skulley |first=Mark |date=27 February 2016 |url=http://thenewdaily.com.au/news/2016/02/27/belgian-bid-save-holden-fails/ |title=Belgian bid for Holden scrapped |work=The New Daily |access-date=25 June 2016}} On 20 October 2017, Holden ceased manufacturing vehicles in Australia with the closure of the Elizabeth plant.{{cite web |last1=Lin |first1=Kelly |title=GM Closes Holden Plant in Australia |url=https://www.motortrend.com/news/gm-closes-holden-plant-in-australia/ |website=www.motortrend.com |date=20 October 2017 |publisher=Motor Trend |access-date=5 March 2021}} Afterwards, Holden became an importer of rebadged cars from various GM subsidiaries located in the United States, Canada, Germany, Thailand, and South Korea.

File:2018 Holden Commodore (ZB MY18) LT sedan (2018-08-06) 01a.jpg; a re-badged Opel, was the last Commodore model before the discontinuation of the Holden marque]]

On 17 February 2020, General Motors announced that the Holden brand would be retired by 2021,{{cite web |title=Announcement {{!}} Holden Australia |url=https://www.holden.com.au/announcement |website=Holden.com.au |publisher=GM Holden Pty Ltd |access-date=17 February 2020 |language=en |date=17 February 2020 |quote=With a heavy heart, Holden announced today that General Motors will be retiring the Holden brand in Australia and New Zealand. This announcement will be felt deeply by the entire Holden family, our customers and our fans.}} after GM stated it would no longer make right-hand drive vehicles globally,{{cite news |last1=Szymkowski |first1=Sean |title=General Motors scraps Holden division, exits right-hand drive markets |url=https://www.cnet.com/roadshow/news/general-motors-holden-sales-design-engineering-end/ |access-date=24 December 2021 |work=Roadshow |agency=CNet |date=17 February 2020 |archive-url=https://archive.today/20211224214250/https://www.cnet.com/roadshow/news/general-motors-holden-sales-design-engineering-end/ |archive-date=24 December 2021 |language=en}} leaving the Australia and New Zealand market altogether.{{cite web |url=https://www.whichcar.com.au/news/holden-exit-to-cost-gm-1-billion.|publisher=whichcar|last=Kirby|first=Cameron |access-date=29 June 2020 |date=17 February 2020 |title=Holden's exit to cost GM $1.6 billion}} Holden produced nearly 7.7 million vehicles.[https://www.carsales.com.au/editorial/details/holdens-manufacturing-closure-by-the-numbers-109466/ Holden's manufacturing closure by the numbers] Carsales 20 October 2017

;Holden-designed models

• Holden Standard (1948–1968)
• Holden Utility (1948–2017)
• Holden 48-215-FJ (1948–1956)
• Holden Panel Van (1953–1969)
• Holden FE-FC (1956–1960)
• Holden FB-EK (1960–1962)
• Holden Premier (1962–1968)
• Holden Special (1953–1968)
• Holden Brougham (1968–1971)
• Holden Sandman (1974–1980)
• Holden Camira (1982–1989)
• Holden Statesman/Caprice (1990–2017)
• Holden Commodore/Berlina/Calais (1978–2017)
• Holden Adventra (2003-2006)
• Holden Crewman (2003-2006)
• Holden Ute (2000–2017)
• Holden Belmont/Kingswood/Premier (1968–1984)
• Holden Monaro (1968–1977; 2001–2005)
• Holden Sunbird/Torana (1967–1980)
• Statesman (1971–1984)

;Chevrolet-based models

• Holden Astra Sedan (2017–2019)
• Holden Barina (2011–2018)
• Holden Colorado (2008–2020)
• Holden Colorado 7/Trailblazer (2012–2020)
• Holden Malibu (2013–2016)
• Holden Suburban (1998–2001)
• Holden Trax (2013–2020)
• Holden Volt (2012–2015)
• Holden Equinox (2018–2020)

;Daewoo-based models

• Holden Barina (2005–2011)
• Holden Captiva (2006–2018)
• Holden Cruze (2009–2016)
• Holden Epica (2007–2011)
• Holden Spark (2009–2020)
• Holden Viva (2005–2009)

;GMC-based models

• Holden Acadia (2018–2020)

;Isuzu-based models

• Holden Camira (1984–1987), only in New Zealand
• Holden Frontera (1995–2004)
• Holden Gemini (1975–1986)
• Holden Jackaroo/Monterey (1981–2002)
• Holden Piazza (1986–1988)
• Holden Rodeo (1981–2008)
• Holden Shuttle (1982–1990)

;Nissan-based models

• Holden Astra (1984–1989)

;Opel/Vauxhall-based models

• Holden Astra (1996–2009, 2015–2020)
• Holden Barina (1994–2005)
• Holden Calibra (1991–1998)
• Holden Cascada (2015–2017)
• Holden Combo (1996–2012)
• Holden Commodore (2018–2020)
• Holden Insignia (2015–2017)
• Holden Tigra (2005–2007)
• Holden Vectra (1997–2006)
• Holden Zafira (2001–2005)

;Suzuki-based models

• Holden Barina (1985–1994)
• Holden Cruze (2002–2006)
• Holden Drover
• Holden Scurry

;Toyota-based models

• Holden Apollo (1989–1996)
• Holden Nova (1989–1996)

;Inline-4 engines

• Holden Starfire motor (1978–1986)
• GM Family II engine (for Opel) (1981–2009)

;Inline-6 engines

• Holden straight-six motor (1948–1986)

;V6 engines

• Holden 3800 (1988–2006)
• Holden AlloyTec (2004–2016)

;V8 engines

• Holden V8 engine (1968–2000)

;Transmissions

• Holden TriMatic (1970–1988)
• Holden manual transmission (1948–1986)

;Differentials

• Holden Banjo differential (1948–1984)
• Holden Salisbury differential (1968–1988)

Holden's logo, of a lion holding a stone, was introduced in 1928. Holden's Motor Body Builders appointed Rayner Hoff to design the emblem, which refers to a fable in which observations of lions rolling stones led to the invention of the wheel.Loffler (2000), p. 13. With the 1948 launch of the 48–215, Holden revised its logo. It commissioned another redesign in 1972 to better represent the company.Wright (2004), p. 152. The emblem was reworked once more in 1995.{{cite web |url= http://www.holden.com.au/www-holden/jsp/corporateinfo/history/history.jsp?link=symbol |title= The Story of the Holden Lion |publisher= GM Holden |archive-url= https://web.archive.org/web/20080208222349/http://www.holden.com.au/www-holden/jsp/corporateinfo/history/history.jsp?link=symbol |archive-date= 8 February 2008}}

File:Holden logo 1928-1969.jpg|1928–1969

File:Holden logo 1969-1994.jpg|1969–1995

File:Holden logo 1994-2014.png|1995–2014

File:Holden logo 2014-2016.png|2014–2016

In 1987, Holden established Holden Special Vehicles (HSV) in partnership with Tom Walkinshaw, who primarily manufactured modified, high-performance Commodore variants.{{cite web |url=http://www.hsv.com.au/studentpack/spackhistory.htm |title=HSV History & Background |publisher=Holden Special Vehicles |archive-url=https://web.archive.org/web/20050722193146/http://www.hsv.com.au/studentpack/spackhistory.htm |archive-date=22 July 2005}} To further reinforce the brand, HSV introduced the HSV Dealer Team into the V8 Supercar fold in 2005 under the naming rights of Toll HSV Dealer Team.{{cite web |date=21 November 2005 |url=http://www.hsvdt.com.au/hsvdt_new/2006/news/toll_hsvdt_release.asp |title=Toll and HSV Dealer Team confirm V8 Supercar alliance |publisher=HSV Dealer Team |archive-url=https://web.archive.org/web/20071016190249/http://hsvdt.com.au/hsvdt_new/2006/news/toll_hsvdt_release.asp |archive-date=16 October 2007 |access-date=20 February 2008}}

In 2010, Holden sold vehicles across Australia through the Holden Dealer Network (310 authorised stores and 12 service centres), which employed more than 13,500 people.{{cite web |url=http://www.holden.com.au/corporate/about-holden |title=Holden at a glance |publisher=GM Holden |access-date=23 March 2010 |archive-url=https://web.archive.org/web/20100408120113/http://www.holden.com.au/corporate/about-holden |archive-date=8 April 2010 |url-status=dead |df=dmy-all | quote =The nationwide Holden Dealer Network consists of over 200 authorised stores and 12 authorised service centres. Holden Dealerships represent and promote Holden products and services and employ more than 13,500 people throughout Australia.}} On 8 May 2015, Jeff Rolfs, Holden's CFO, became interim chairman and managing director. Holden announced on 6 February 2015 that Mark Bernhard would return to Holden as chairman and managing director, the first Australian to hold the post in 25 years.{{Cite news|url=http://www.carsguide.com.au/car-news/holden-appoints-first-australian-boss-in-25-years-30942|title=Holden appoints first Australian boss in 25 years|work=CarsGuide|access-date=12 January 2018}}

Holden began to export vehicles in 1954, sending the FJ to New Zealand.Tuckey (2003), p. 120. Exports to New Zealand continued, but to broaden their export potential, Holden began to cater their Commodore, Monaro and Statesman/Caprice models for both right- and left-hand drive markets. The Middle East was Holden's largest export market, with the Commodore sold as the Chevrolet Lumina from 1998, and the Statesman from 1999 as the Chevrolet Caprice. Commodores were also sold as the Chevrolet Lumina in Brunei, Fiji and South Africa, and as the Chevrolet Omega in Brazil.{{cite web |url=http://www.holden.com.au/corporate/about-holden |title=Holden at a glance |publisher=GM Holden |access-date=23 March 2010 |archive-url=https://web.archive.org/web/20100408120113/http://www.holden.com.au/corporate/about-holden |archive-date=8 April 2010 |df=dmy-all}}{{cite web |url=http://www.holden.com.au/corporate/about-holden/exports/vehicle-exports |title=Vehicle Exports |publisher=GM Holden |access-date=23 August 2008 |archive-url=https://web.archive.org/web/20090915170720/http://holden.com.au/corporate/about-holden/exports/vehicle-exports |archive-date=15 September 2009 |url-status=dead |df=dmy-all }} Pontiac in North America also imported Commodore sedans from 2008 through to 2009 as the G8. The G8's cessation was a consequence of GM's Chapter 11 bankruptcy resulting in the demise of the Pontiac brand.{{cite web |last1=Hammerton |first1=Ron |last2=Pettendy |first2=Marton |date=13 July 2009 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/1F5919FB1BB6E4E6CA2575F200013D12 |title=Holden in US comeback |work=GoAuto |access-date=15 July 2009 |archive-date=20 July 2009 |archive-url=https://web.archive.org/web/20090720040610/http://www.goauto.com.au/mellor/mellor.nsf/story2/1F5919FB1BB6E4E6CA2575F200013D12 |url-status=dead }}

Sales of the Monaro began in 2003 to the Middle East as the Chevrolet Lumina Coupe. Later that year a modified version of the Monaro began selling in the United States (but not in Canada) as the Pontiac GTO, and under the Monaro name through Vauxhall dealerships in the United Kingdom. This arrangement continued through to 2006 when the car was discontinued.{{cite web |date=1 February 2006 |url=http://www.motor1.com/news/7793/very-last-holden-monaro-up-for-auction |title=Very Last Holden Monaro Up For Auction |website=Motor1.com |access-date=20 January 2016 |url-status=dead |archive-url=https://web.archive.org/web/20160221093513/http://www.motor1.com/news/7793/very-last-holden-monaro-up-for-auction |archive-date=21 February 2016 }} The long-wheelbase Statesman sales in the Chinese market as the Buick Royaum began in 2005, before being replaced in 2007 by the Statesman-based Buick Park Avenue.{{cite web |last=Pettendy |first=Marton |date=11 April 2007 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/FFABEC624C07CD29CA2572BA001E9522 |title=Holden's Chinese Buick |work=GoAuto |access-date=3 March 2008 |archive-date=4 September 2008 |archive-url=https://web.archive.org/web/20080904231959/http://www.goauto.com.au/mellor/mellor.nsf/story2/FFABEC624C07CD29CA2572BA001E9522 |url-status=dead }} Statesman/Caprice exports to South Korea also began in 2005. These Korean models were sold as the Daewoo Statesman, and later as the Daewoo Veritas from 2008.{{cite web |last=Mathioudakis |first=Bryon |date=5 September 2008 |url=http://www.goauto.com.au/mellor/mellor.nsf/story2/33C93160FDBC876FCA2574BB000FD46F |title=First look: Veritas a veritable Statesman |work=GoAuto |access-date=5 September 2008 |archive-date=21 November 2008 |archive-url=https://web.archive.org/web/20081121022541/http://goauto.com.au/mellor/mellor.nsf/story2/33C93160FDBC876FCA2574BB000FD46F |url-status=dead }} Holden's move into international markets proved profitable; export revenue increased from A$973 million in 1999 to just under $1.3 billion in 2006.{{cite web |url=http://media.gm.com/aus/holden/en/company/finance/fin_results.html |title=Financial Results 1998–2003 |publisher=General Motors |archive-url=https://archive.today/20080721212532/http://media.gm.com/aus/holden/en/company/finance/fin_results.html |archive-date=21 July 2008}}

From 2011, the WM Caprice was exported to North America as the Chevrolet Caprice PPV, a version of the Caprice built exclusively for law enforcement in North America and sold only to police.{{Cite web|url=http://www.gmfleet.com/police/chevy-caprice-ppv-patrol-car.html|title=Chevrolet Caprice PPV – Discontinued Police Car |website=GM Fleet|access-date=12 January 2018}} From 2007, the HSV-based Commodore was exported to the United Kingdom as the Vauxhall VXR8.{{cite web |title=Vauxhall VXR8 6.2 GTS |url=https://www.autocar.co.uk/car-review/vauxhall/vxr8/first-drives/vauxhall-vxr8-gts |work=Autocar |access-date=26 October 2017 |date=26 February 2011}}

In 2013, Chevrolet announced that exports of the Commodore would resume to North America in the form of the VF Commodore as the Chevrolet SS sedan for the 2014 model year.{{Cite web|url=http://www.chevrolet.com/culture/article/ss-performance-sedan-debut.html|title=2017 SS 4-Door Sports Sedan {{!}} Chevrolet |website=chevrolet.com |language=en|access-date=12 January 2018}} The Chevrolet SS Sedan was also imported to the United States (but again, not to Canada) for 2015 with only minor changes, notably the addition of Magnetic Ride Control suspension and a Tremec TR-6060 manual transmission.{{Cite news|url=http://media.chevrolet.com/media/us/en/chevrolet/vehicles/chevrolet-ss/2015.html?id=1445365826373|title=Chevrolet Pressroom – United States – SS Sedan|work=media.gm.com|access-date=12 January 2018}} For the 2016 model year the SS sedan received a facelift based on the VF Series II Commodore unveiled in September 2015.{{Cite news|url=http://media.chevrolet.com/media/us/en/chevrolet/vehicles/chevrolet-ss/2016.html?id=1445365399830|title=Chevrolet Pressroom – United States – SS Sedan|work=media.gm.com|access-date=12 January 2018}}{{Cite news|url=http://media.gm.com/media/us/en/gm/news.detail.html/content/Pages/news/us/en/2015/sep/0915-chevyss.html|title=2016 Chevrolet SS Designed for Performance|work=media.gm.com|access-date=12 January 2018}}{{Cite news|url=http://media.gm.com/media/au/en/holden/news.detail.html/content/Pages/news/au/en/2015/Sep/0913_Commodore_VFII.html|title=Holden Commodore VFII; The Quickest, Most Powerful, Most Advanced Commodore Ever|work=media.gm.com|access-date=12 January 2018}} In 2017, production of Holden's last two American exports, the SS and the Caprice PPV was discontinued.

{{unreferenced section|date=July 2021}}

• Edward Holden (1917–1934)
• Laurence Hartnett (1934–1946)
• Harold E. Bettle (1946–1953)
• Earl C. Daum (1953–1959)
• Harlow C. Gage (1959–1962)
• David L. Heglund (1962–1966)
• Max C. Wilson (1966–1968)
• Alexander D. Rhea (1968–1970)
• A. C. "Bill" Gibbs (1970–1973)
• Damon Martin (1973–1976)
• Charles S. "Chuck" Chapman (1976–1987)
• John G. Bagshaw (1987–1990)
• William J. Hamel (1990–1997)
• James R. Wiemels (1997–1999)
• Peter Hanenberger (1999–2003)
• Denny Mooney (2003–2007)
• Chris Gubbey (2007–2008)
• Mark Reuss (2008–2009)
• Alan Batey (2009–2010)
• Michael Devereux (2010–2014)
• Gerry Dorizas (2014–2014)
• Jeff Rolfs (Interim chairman and managing director) (2014–2015)
• Mark Bernhard (2015–2018)
• Dave Buttner (2018–2019)
• Kristian Aquilina (2019–2020) [Acting Chairman and Managing Director]

{{unreferenced section|date=July 2021}}

File:GM Holden Ltd sales in the Australian market 1991-2006.svg

Whilst previously holding the number one position in Australian vehicle sales, Holden has sold progressively fewer cars during most of the 21st century, in part due to a large drop in Commodore sales.

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{{Graph:Chart|width=300|height=300|type=rect

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|x=2002, 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017, 2018, 2019, 2020

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|y=178392, 175412, 178027, 174464, 146511, 146680, 130338, 119568, 132923, 126095, 114665, 112059, 106092, 102951, 94308, 90306, 60754, 43176

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File:Garth Tander Sydney 2015.JPG driving a Holden VF Commodore for the Holden Racing Team in 2015]]

Holden has been involved with factory backed teams in Australian touring car racing since 1968. The main factory-backed teams have been the Holden Dealer Team (1969–1987), the Holden Racing Team (1990–2016) and Triple Eight Race Engineering (2017–2020). {{As of|2015}}, Holden won the Bathurst 1000 30 times,{{cite news |url=http://www.speedcafe.com/2015/10/11/lowndes-scores-sixth-bathurst-1000-victory/ |title=Lowndes scores sixth Bathurst 1000 victory |work=Speedcafe |quote=Richards meanwhile picked up his fourth victory, handing Holden its 30th win on the mountain in the process. |date=11 October 2015 |access-date=14 October 2015 |archive-date=14 October 2015 |archive-url=https://web.archive.org/web/20151014012441/http://www.speedcafe.com/2015/10/11/lowndes-scores-sixth-bathurst-1000-victory/ |url-status=dead }} more than any other manufacturer,{{cite web |title=Holden Chases 30th Bathurst Win |url=http://www.holdenmotorsport.com/news/2013/10/09/holden-chases-30th-bathurst-win |work=Holden |access-date=3 March 2014 |date=9 October 2013 |url-status=dead |archive-url=https://web.archive.org/web/20140303174223/http://www.holdenmotorsport.com/news/2013/10/09/holden-chases-30th-bathurst-win |archive-date=3 March 2014 }} and won the Australian Touring Car and Supercars Championship title 21 times. Brad Jones Racing, Erebus Motorsport, Matt Stone Racing, Tekno Autosports, Team 18 and Walkinshaw Andretti United also ran Holden Commodores in the 2021 Supercars Championship.

• The Death of Holden, a 2016 book
• List of Holden vehicles by nameplate
• Walkinshaw Performance

{{Reflist}}

{{Refbegin}}

;Books

• {{citation |last=Bebbington |first=Terry |year=1998 |title=50 Years of Holden |location=Hornsby |publisher=Clockwork Media |isbn=0-947216-59-6 |ref=Bebbington (1998)}}
• {{citation |last=Darwin |first=Norm |year=2002 |title=100 Years of GM in Australia |location=Ballarat |publisher=Hand Publishing |isbn=0-646-41476-3 |ref=ND02}}
• {{citation |last=Davis |first=Tony |year=1987 |title=Aussie Cars |location=Hurstville |publisher=Marque Publishing |isbn=0-947079-01-7 |ref=Davis (1987)}}
• {{cite book |last1=Davis |first1=Tony |last2=Kennedy |first2=Ewan |last3=Kennedy |first3=Alistair |year=1998 |title=The Holden Heritage: Eighth Edition |location=Blakehurst |publisher=Marque Publishing |isbn=0-947079-57-2 |ref=Davis, Kennedy, Kennedy (1998)}}
• {{cite book |last1=Davis |first1=Pedr |last2=Davis |first2=Tony |year=1988 |title=Project VN: An Australian Car For the 1990s |location=Hurstville |publisher=Marque Publishing |isbn=0-947079-06-8 |ref=Davis, Davis (1988)}}
• {{cite book |last=Dowling |first=Joshua |year=2003 |title=Monaro: rebirth of a legend |location=Punchbowl, New South Wales |publisher=Bookworks |isbn=1-876953-13-6 |ref=Dowling (2003)}}
• {{cite book |last=Earl |first=Peter |year=2002 |url=https://books.google.com/books?id=RUi7FJ4pRsEC |title=Information, Opportunism and Economic Coordination |location=Cheltenham, England |publisher=Edward Elgar Publishing |isbn=1-84064-738-8 |ref=Earl (2002)}}
• {{cite book |last1=Balderstone |first1=Simon |last2=Bowan |first2=John |last3=Lewis |first3=Wendy |author-link3=Wendy Lewis |year=2006 |title=Events that shaped Australia |location=Frenchs Forest |publisher=New Holland Publishers |isbn=978-1-74110-492-9 |ref=Balderstone, Bowan, Lewis (2006)}}
• {{cite book |last=Loffler |first=Don |year=2000 |url=https://books.google.com/books?id=0oAgle4GyhkC |title=Still Holden Together: Stories of the First Holden Model |location=Kent Town |publisher=Wakefield Press |isbn=1-86254-531-6 |ref=Loffler (2000)}}
• {{cite book |last=Loffler |first=Don |year=2002 |url=https://books.google.com/books?id=gwbJvgFxHpcC |title=The FJ Holden: A Favourite Australian Car |location=Kent Town |publisher=Wakefield Press |isbn=978-1-86254-583-0 |ref=Loffler (2002)}}
• {{citation |last=Loffler |first=Don |year=2006 |orig-year=1998 |title=She's a Beauty!: The Story of the First Holdens |edition=New Enlarged |location=Kent Town |publisher=Wakefield Press |isbn=1-86254-734-3 |ref=Loffler (2006)}}
• {{citation |last=Robinson |first=Peter |year=2006 |title=AutoBiography: The inside story of Holden's all-new VE Commodore |location=Woolloomooloo |publisher=Focus Publishing |isbn=1-921156-10-4 |ref=Robinson (2006)}}
• {{cite book |last=Strauss |first=Richard |year=1998 |url=https://books.google.com/books?id=adpM6Keia8oC |title=Up for Rego: A Social History of the Holden Kingswood |location=North Melbourne |publisher=Pluto Press Australia |isbn=1-86403-054-2 |ref=Strauss (1998)}}
• {{cite book |last=Tuckey |first=Bill |year=1999 |title=Commodore Lion King: Celebrating 21 Years |location=Middle Park, Victoria |publisher=Quil Visual Communications |isbn=0-646-38231-4 |ref=Tuckey (1999)}}
• {{cite book |last=Tuckey |first=Bill |year=2003 |title=Australians and Their Cars: 100 Years of Motoring |location=Woolloomooloo |publisher=Focus Publishing |isbn=1-920683-36-4 |ref=Tuckey (2003)}}
• {{cite book |last=Wright |first=John |year=1998 |title=Heart of the Lion: The 50 Year History of Australia's Holden |location=Crows Nest |publisher=Allen & Unwin |isbn=1-86448-744-5 |ref=Wright (1998)}}

;Internet

• {{citation |last1=Davis |first1=Tony |last2=Kennedy | first2 = Alistair |last3 =Kennedy | first3 = Ewan |date=February 2007 |title=The Holden Heritage – 13th Edition |location=Port Melbourne |publisher=GM Holden |ref=Davis, Kennedy, Kennedy (2007)}}

:* [https://web.archive.org/web/20070926214934/http://media.gmcanada.com:8221/aus/holden/en/company/history/HH13Part1.pdf Part One], [https://web.archive.org/web/20070929090224/http://media.gmcanada.com:8221/aus/holden/en/company/history/HH13Part2.pdf Part Two], [https://web.archive.org/web/20090326064656/http://media.gmcanada.com:8221/aus/holden/en/company/history/HH13Part3.pdf Part Three] (PDF).

• {{cite web | last = Mendelssohn | first = Joanna | date = 28 June 2017 | url = https://theconversation.com/celebrating-the-feminist-holden-80054 | title = Celebrating the feminist Holden | work = The Conversation }}
• Wagner, David Paul, [http://www.australiaforvisitors.com/canowindra-motors-holden-museum.html Canowindra Motors Holden Museum]. australiaforvisitors.com. Photographic record of this Holden museum that closed in 2016.

;Magazines

• {{cite magazine |date=May 2003 |title=Number Crunching |magazine=Wheels |location=Sydney |ref="Number Crunching" (2003)}}
• {{cite magazine |date=June 1985 |title=Reborn! |magazine=Motor Manual |location=Melbourne |publisher=Newspress |ref="Reborn!" (1985)}}
• {{cite magazine |last=Carey |first=John |date=November 2005 |title=Holden Efijy |magazine=Wheels |location=Sydney |ref=Carey (2005) 1}}
• {{cite magazine |last=Carey |first=John |date=November 2005 |title=Holden Barina: Korea-built mini goes large on value |magazine=Wheels |location=Sydney |ref=Carey (2005) 2}}
• {{cite magazine |last=Carey |first=John |date=November 2005 |title=Holden Viva: Better than when it was a Daewoo. Just |magazine=Wheels |location=Sydney |ref=Carey (2005) 3}}
• {{cite magazine |editor=Garnier, Peter |date=20 March 1969 |title=News and Views: Hon I Sinclair, Federal Minister of Shipping and Transport, and A.D. Rea, managing director of GMH, drive the 2,000,000th Holden off the production line |magazine=Autocar |location=London, England |volume=130 |issue=3814}}
• {{cite magazine |last=Luck |first=Rob |date=September 1971 |title=Bold New Breed |magazine=Modern Motor |publisher=Modern Magazines (Holdings) |ref=Luck (1971)}}
• {{cite magazine |last=McCarthy |first=Mike |author2=McKay, Peter |author3=Newton, Bruce |author4=Robinson, Peter |date=October 2006 |title=2006 Collector's Edition VE Commodore: The Full Story |magazine=Wheels |location=Sydney |ref=McCarthy, McKay, Newton, Robinson (2006)}}
• {{cite magazine |last=McCarthy |first=Mike |date=September 2007 |title=Mazda Roadpacer AP |magazine=Wheels |location=Sydney |ref=McCarthy (2007)}}
• {{cite magazine |last=Newton |first=Bruce |date=June 2007 |title=Sneer Miss |magazine=Wheels |location=Sydney |ref=Newton (2007)}}
• {{cite journal |last=Ponchard |first=Nathan |date=November 2006 |url=http://www.wheelsmag.com.au/wheels/site/articleIDs/5AF5DC88746CD7A0CA25725900163A60?open&template=domWheels |title=At last, Holden finds a Seoul mate |journal=Wheels |location=Sydney |access-date=23 August 2008 |ref=Ponchard (2006) |url-status=dead |archive-url=https://web.archive.org/web/20070927115307/http://www.wheelsmag.com.au/wheels/site/articleIDs/5AF5DC88746CD7A0CA25725900163A60?open&template=domWheels |archive-date=27 September 2007 }}
• {{cite magazine |last=Wright |first=John |date=May 2004 |title=Badgeology |magazine=Wheels |location=Sydney |ref=Wright (2004)}}

{{Refend}}

{{Commons category}}

• {{Official website}}
• [https://www.motorweb.ws/p/in-1937-year-of-depression-doubt-and.html Early history of Holden]
• [https://trafalgarholdenmuseum.com.au/ Trafalgar Holden Museum], Gippsland, Victoria

{{Holden timeline}}

{{Holden vehicles}}

{{Holden concept cars}}

{{General Motors brands}}

{{General Motors}}

{{Automotive industry in Australia}}

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