On the heels of the announcement stating General Motors will be pulling its manufacturing out of Australia, meaning no more domestically-built Holden models, a report from News Corp Australia indicates that Holden is on track to be phased out altogether by 2017 and beyond. To replace it would be none other than Chevrolet, which is withdrawing from its European campaign around the same time frame.
In fact, sources of the report claim that the Holden brand has been in the fence through the past decade, though its leaders, such as Mark Reuss and more recently Mike Devereux, have defended the marquee. That said, Devereux is set to take up a new position within GM’s International Operations division, which could leave Holden vulnerable to being discontinued. Regardless, Devereux has insisted to the media that it won’t be the case.
“Holden is here to stay. Holden has been a part of Australia’s past … and it will part of its future for decades to come,” Devereux stated. “Holden is one of the most valuable brands in Australia. We are committed to the brand for the long term. The brand is going to be a part of the fabric of this country for a very long time.”
From our vantage point, however, it’s difficult to believe those words, as everyone is still icing the sting from the announcement of Holden’s plans to cease Australian manufacturing, after multiple reassurances that it wouldn’t.