Report: Holden name to disappear completely
Tuesday 17th August, 2021 - 9:54am
The Holden name has been reduced to limited service centres around the country – but even that may change soon.
According to a report from whichcar.com.au General Motors is planning to re-brand the remaining Holden service centres to the ACDelco name, formerly and forever retiring the Holden name from the Australian automotive industry. ACDelco is GM’s parts and accessories division and has been increasing its presence in the local market in recent years, with the help of brand ambassador Craig Lowndes.
Lowndes fronts both Holden Service Centre and ACDelco branding, tying the two together which should ease the transition from one brand name to the next. In 2019 Lowndes worked with ACDelco on ‘Project Monaro’ to refurbish and giveaway a restored 2004 Monaro CV8 that highlighted ACDelco’s role as GM’s official Holden parts supplier.
According to the report while GM is required to offer parts and service support for Holdens for a decade after its departure from the market, the plan is to transition the remaining Holden Certified Service outlets to the ACDelco brand for all future Holden and Chevrolet parts that will come in under the new General Motors Specialty Vehicles operation. The switch to ACDelco branding will allow the company to appeal to a wider audience than just Holden owners, as it sells parts for other car makers too.
It’s important to note that the report states GM won’t force dealerships to drop Holden branding but will encourage the switch.
It’s also worth noting that a GMSV spokesperson has dismissed the accuracy of the report and played down the demise of the Holden name.
While GM has shuttered Holden it remains committed to the GMSV operation, which will import and sell the US-made Chevrolet Silverado and Chevrolet Corvette. It will also support the introduction of the Chevrolet Camaro into the Supercars championship with Red Bull Racing Australia. GMSV branding has already been seen on Shane van Gisbergen and Jamie Whincup’s Holden Commodores.
ACDelco is also a major sponsor of Triple Eight and the brand is no stranger to other motorsport sponsorship either, backing Fabietti Racing’s Pro Slammer Holden Monaro and previously backing Team 18’s SuperUtes program in 2019 and Nick Percat’s BJR Supercar as far back as 2017.
The report doesn’t indicate a timeframe for when GM wants to have ACDelco takeover from Holden, but certainly by the end of the decade the Lion brand looks set to be consigned to the history books.