GM to retire iconic Holden brand

End of an era for `Australia’s Own Car’.

What would have been considered unthinkable just a decade ago is now a reality – by the end of this year, the iconic Holden brand will be no more.

By 2021, local design and engineering operations will also wind down, along with Holden’s new Maven rental service and Holden Financial Services, General Motors announced.

The move comes just three years after Holden shut down its Australian production and only months since it announced end of the line for its former flagship, the Commodore. In total, an estimated 800 jobs will go.


However, Holden owners could be assured that the company will honour all warranties and servicing offers made at time of sale, GM Holden Interim Chairman and Managing Director Kristian Aquilina said. 

“Holden will provide servicing and spare parts for at least 10 years, through national aftersales networks in Australia and New Zealand,” he said.

“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.”

Holden Customer Care is available to answer customer inquiries and all warranties and service agreements. Contact 1800 46 465 336 or visit

GM International Operations Senior Vice President Julian Blissett said the company had taken the difficult decision to terminate the Holden brand after implementing and considering numerous options to maintain and turn around operations.

“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,” Mr Blissett said.

GM 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.