Editor's note

For those of us of a certain age, the name “"Holden” unleashes waves of sentiment. But growing up with an icon, even loving what it meant, isn’t the same as loving it today.

It’s possible to kill a brand, even a beloved one. This morning Gary Mortimer argues that’s what General Motors has managed to do.

The promise of the brand was that it was Australian and it represented the past. By moving production offshore GM killed the Australian part. Then it stopped making the Commodore, severing a line that went back four decades.

The 600 people who still work in production and design at Holden will be made redundant and 185 dealerships will be wound down. Maybe a new enterprise (perhaps even a new Australian electric car maker) will want to pick up the brand. But it’s just as likely it wouldn’t bother.

Peter Martin

Section Editor, Business and Economy

Top stories

Harrison Broadbent, Unsplash

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Shutterstock

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