The Holden brand will be retired from sales in Australia and New Zealand, and local design and engineering operations will wind down by 2021, General Motors announced today. Maven and Holden Financial Services operations will also wind down in Australia, while GM will sell its Rayong vehicle manufacturing facility in Thailand to Great Wall Motors and withdraw the Chevrolet brand from the country, completing GM’s pull-out from all right-hand drive (RHD) markets around the world.
GM International Operations Senior Vice President, Julian Blissett, said GM had taken the difficult decision after implementing and considering numerous options to maintain and turn around Holden operations.
“Through its proud 160-year history, Holden has not only made cars, it has been a powerful driver of the industrialisation and advancement of Australia and New Zealand,” said Blissett. “Over recent years, as the industry underwent significant change globally and locally, we implemented a number of alternative strategies to try to sustain and improve the business, together with the local team.”
GM said it undertook a detailed analysis of the investment required for Holden to be competitive beyond the current generation of products, with factors impacting the business case for further investment including the “highly fragmented right-hand-drive markets”, the economics to support growing the brand, and delivering an appropriate return on investment.
“After comprehensive assessment, we regret that we could not prioritise the investment required for Holden to be successful for the long term in Australia and New Zealand, over all other considerations we have globally,” said Blissett. “This decision is based on global priorities and does not reflect the hard work, talent and professionalism of the Holden team.”
GM said it intends to focus its growth strategy in Australia and New Zealand on the specialty vehicles business and plans to immediately work with its partner on developing these plans.
GM Holden Interim Chairman and Managing Director, Kristian Aquilina, said that given the significance of Holden through its history, it was critical the company worked with all stakeholders to deliver a dignified and respectful wind-down.
“Holden will always have a special place in the development of our countries,” said Aquilina. “As Australia and New Zealand grew, Holden was a part of the engine room fuelling that development. Today’s announcement will be felt deeply by the many people who love Holdens, drive Holdens and feel connected to our company which has been with us for 160 years and is almost ubiquitous in our lives.
“Unfortunately, all the hard work and talent of the Holden family, the support of our parent company GM and the passion of our loyal supporters have not been enough to overcome our challenges. We understand the impact of this decision on our people, our customers, our dealers and our partners, and will work closely with all stakeholders to deliver a dignified and respectful transition.”
Holden said it will honour all warranties and servicing offers made at time of sale. Holden will provide servicing and spare parts for at least 10 years through national aftersales networks in Australia and New Zealand. As required, Holden and its aftersales network will also continue to handle any recalls or safety-related issues if they arise, working with the appropriate governmental agencies.
Impacted Holden employees will be provided separation packages and employment transition support. The company will work with its dealer network on appropriate transition arrangements, including offering dealers the opportunity to continue as authorised service outlets to support Holden customers.