With the end of GM's manufacturing in Australia, its Holden brand is destined to become purely a sales and service network, bringing in vehicles (principally Chevrolets) manufactured in other locations and rebadging them as Holdens. That's left some wondering whether it's worthwhile leaving Holden as a standalone brand, or advocating that it should go the way of Pontiac, Saturn, Hummer, Oldsmobile, Daewoo, Asuna and Geo (to name just a few). After all, why not call them Chevys even in Australia and New Zealand when nearly the entire lineup (aside from the Commodore) is sold under the Bowtie brand elsewhere?
Well, whether it's worthwhile or not, the latest intel indicates that GM will keep the Holden name Down Under for at least the time being. The Holden brand has, after all, been around since 1856 (when it started making horse saddles), been making cars since 1908, and been part of the GM portfolio since 1931. And if GM can justify keeping the Vauxhall name around just for the UK (when nearly its entire product line is shared with Opel), surely it can do the same for Australia, where the Holden name holds a certain value.
As for the Commodore – that one product line actually engineered and built by Holden in Australia – reports indicate that it (or at least its nameplate) could continue past 2017 as a shared program with Buick to be built in China. The new Commodore would likely have a front-drive layout with a four-cylinder engine, though Holden executives are reportedly pushing for a V6. Just what that means for the Chevy SS, Caprice PPV and the future of GM's rear-drive platform altogether remains to be seen, but we're starting to fear the worst.