(featured on car female car insurance site
womenscheapcarinsurance.org.uk) is one of the most iconic brands in the Australian
car industry. While now a subsidiary of the US
car company General Motors, Holden has established
itself as a company well known in the Australian market,
with a large manufacturing presence in the country.
Today it is the second most bought brand of car in
Holden Ltd started manufacturing automotive components
and repairs in 1908. The company was originally set up
by James Holden as a saddler, but the interest in cars
of Jamesí grandson, Edward, saw it move into the vehicle
market. The company was bought by General Motors in
1931, but maintained its own manufacturing plant in Port
Arguably the signature vehicle of the Holden brand is
the Commodore. First produced in 1978 as a full-size
sedan car, it was later developed into a station wagon
and utility vehicle. Over the years its popularity meant
that it has been exported to every continent except
Antarctica, but the Commodore also holds the dubious
honour of being the most-stolen car in Australia.
A major redesign of the Holden range in the early 1970s
saw the release of the HQ range, as station wagons,
sedans, coupes and utility vehicles.
In 1990 Holden produced the Caprice. A long-wheelbase
sedan with a powerful V8 engine it won the best luxury
car category at the 2006 Middle East 'Car of the year'
the last decade or so, Holden has seen its fortunes in
the market become much more volatile. In 2011, itís
Commodore was overtaken for the first time in 15 years
as the seller of the most new cars of a single model in
Australia, beaten into second place by Mazda. It has
also seen its overall revenue decline, from 6.6 billion
dollars in 2005 to 4.5 billion in 2010. While the global
economic crisis has certainly contributed to this
downturn, commentators have claimed that Holden has
failed to change its strategy to adapt to a changing
marketplace - relying on larger models when the trend is
now for smaller cars, and not developing more fuel
efficient models sooner.
Despite its recent travails in the market, the Holden
brand remains strong. While always having a strong
export market to the Middle East, Holden will be looking
to increase its export potential, particularly into the
USA. The development of the Cruze model sees Holden
attempting to capitalise on consumer interest in more
compact, fuel-efficient vehicles.