GM will remove Holden brand
- A few weeks ago, Inovev indicated that the Holden brand (a subsidiary of the GM group) was threatened because its sales had collapsed in the only market where it was still present, namely the Australian market. The GM group has just announced that it will supress its Holden brand in 2020 because its low diffusion no longer justify its existence.
- The Australian brand Holden was bought by the American group GM in 1931. It only produced and sold its models for the demand of the Australian and New Zealand markets. For several years, Holden was one of the two most important carmakers in Australia and New Zealand, with Ford, and this lasted until 2014.
- The brand's most legendary model was the Commodore, the best-selling upper mid-range sedan (D segment) until 2014, originally derived from the Opel Rekord and Commodore, but which continued its own life long after GM stopped to market on the European market.
- The Holden factory in Australia closed in 2017. Following the closure, Holden fell from second to sixth place in 2018 and then to tenth in 2019, with only 4% of the market and 43,000 sales (against 178,000 in 2004 ). It was obvious that with such a disaffection, the brand could not continue to survive and the GM group made a logical decision. This decision follows a process which see 7 brands stopped in less than ten years: Opel, Vauxhall, Pontiac, Saturn, Saab, Hummer and today Holden.
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