*Notices that we're not doing anything besides pinging
@Groggy*
Now seems like the time for learning in 3 parts. My next episode was supposed to be Japan Air Lines flight 123 at the request of
@Manchesterite. But this week, General Motors announced that they’ve added another marque to their list of brands they’ve run into the ground. So today, we launch a new series called
GM Is Why We Can’t Have Nice Things. I’m going to get this out of the way – I despise General Motors. This company has a track record of taking historic nameplates and driving them into mediocrity in the name of profit, before throwing their hands in the air and declaring that they’ve tried nothing and they’re out of ideas. SAAB, Isuzu (in the US market, anyway), Pontiac, Saturn, and now Holden, have all met similar fates. Invariably, GM made a habit of stripping their brand identities and leaving them to languish by peddling rebadged Daewoos before ultimately pulling the plug. So yes, there is plenty of bias in this and following episodes. I will acknowledge GM where credit is due, but I’m not going to pretend for a second that I like the company.
Oh, and GM was singlehandedly responsible for the death of mass transit in America. More on that in another episode.
In case you haven’t guessed, today we’re looking at Holden – an Australian nameplate with a 164-year history that dates back to Adelaide in 1856. The company was founded by Englishman James Alexander Holden which got its start manufacturing saddles. In 1908, the company dipped its toes in the newly emerging automotive world, using their skills in saddlery to repair and produce automotive upholstery. Partnered with a German named Henry Adolph Frost (or Heinrich, depending on your sources), the Holden & Frost company began coachbuilding in 1917, assembling bodies to place on Chevrolet frames. They would also build bodies for Ford as well until Ford finally completed their facility in Geelong, Victoria. In 1924, they exclusively supplied bodies for a number of imported GM frames, including Buick, Chevrolet, Oldsmobile and Willys chassis.
A 1940 Chevrolet Panel Van, one of many Chevrolets assembled by Holden
A minor nitpick about the above paragraph – almost anyone you ask will state that Holden was a GM division from the very beginning. And if you look at their full automotive assembly years (1926 onwards), they were. But they were still semi-independent coachbuilders before becoming a GM division.
Anyway, in 1926, Holden’s Motor Body Builders (HMBB) still wasn’t a full subsidiary of General Motors, though GM had established General Motors Australia Ltd. It would be a while before Holden had the wherewithal to produce a car of their own design, so they used what’s called complete knock-down kits, or CKDs. Essentially, what happens is that the primary manufacturer (like Chevrolet, in this example) would assemble all of the parts. The car would be either incomplete or only partially completed, then exported as a kit to the destination country, who completes the final assembly. This is a fairly common practice, and is used where smaller subsidiaries can’t produce their own designs, or to build “captive imports” in foreign markets. Holden would continue this business practice of mating their own bodies to CKD Chevrolet frames, and survived as a semi-independent entity until the Great Depression.
In 1930, Holden had produced 34,000 cars, but the Depression hit hard. The following year, the company would only make 1,651. To save the company from bankruptcy, GM Australia bought HMBB in 1931 forming General Motors-Holden’s Ltd. But even still, the company didn’t have a single unique design or nameplate. Holden would continue manufacturing GM vehicles with custom bodies, even dabbling in the streetcar business for a while. By the mid-1930s, GM and Holden were discussing the launch of the first unique Holden. But unfortunately, World War II was just around the corner.
A Ford F15 - A Canadian Military Pattern Truck that was also produced by Holden during WWII
In 1936, Holden opened a facility in Fisherman’s Bend, Victoria. This was the second fully self-sufficient factory and would be followed by another in Pagewood, New South Wales. Then-Prime Minister Joseph Lyons had facilitated the construction of both plants, with the hopes of kickstarting a domestic automotive industry. Before any talk of building cars got underway, both Holden facilities (like many others in all affected countries) shifted their production to wartime materials. The factories produce guns, engines, and even planes. What cars they did produce were Chevrolets and Vauxhalls intended for the military with no space for commercial production. It wouldn’t be until the end of the war when the Australian government began looking at starting the auto industry once more.
Australia’s first car was, let’s face it, a political tool. With war out of the way, the Australian government wanted to reopen talks of a domestic auto industry and established the Secondary Industries Commission to take proposals for an all-Australian car. Five responses were received by different manufacturers – Ford, Chrysler, Rootes, Nuffield, and General Motors:
-Ford proposed a lineup of cars and trucks developed around the company’s Flathead V8 engine.
-Chrysler proposed the establishment of an entirely new company with access to their R&D division in Detroit.
-Rootes wanted to establish a plant in Australia that built British designs from their own marques, including Hillman, Sunbeam, and Kaiser.
-Nuffield also wanted to do what Rootes did, but with their Morris brand instead.
-Holden told the government it was already designing and building a car, and screw whatever campaign the government ran, they’d build it regardless.
Shockingly, the government’s first choice wasn’t Holden’s “screw you, we’ll do it ourselves with blackjack and hookers” proposal, but with Ford’s promise of a full range on Australian-unique models. The problem was that to start building, Ford needed significant financial backing from the government. After ruling out the Brits and Chrysler for not actually offering a fully Australian car or a complete plan, the committee decided to back both Holden and Ford in 1948, though the Ford backing would be significantly less than what they asked for. The hope was that the two combined would produce 45,000 cars a year domestically, to satisfy an estimated demand of 75,000 cars annually.
For those of you not keeping count, the total number of Holdens produced up to this point was zero. Despite producing bodies for Chevrolets and Oldsmobiles, Holden still didn’t have a design of their own. GM had tried to get Holden to produce a rebadged Chevrolet, but Holden wanted something purely Australian. A compromise was eventually reached, where Holden took the designs for an unnamed Chevrolet sedan that never entered production and adapted the design for the Australian market. The result was the Holden FX 48-215 sedan. Then-Prime Minister Ben Chifley launched the first car ever “made in Australia, for Australia” to immediate and massive demand. In six years, 120,402 cars would be produced, and the waiting list at launch stretched into 1950 – nearly
two years from launch just to get your hands on one.
A 1948 Holden FX sedan, known simply as the "Holden" or "Holden Sedan" was the company's first production car
Thanks to the FX sedan and a lack of competition, Holden easily dominated the Australian market. In 1951, Holden introduced the 50-2106 – a coupe utility whose origins trace back to a farmer’s wife writing Ford requesting “a vehicle to go to church in on a Sunday and which can carry our pigs to market on Mondays.” The car-based ‘ute,’ as they came to be known, became a familiar sight in the Australian countryside. While these utes had actually been in production by Ford since the 1934 Model A, the Australian designed Holden was easily the more popular choice. It’s worth mentioning that the coupe utility is a uniquely Australian bodystyle, only appearing Stateside in the Chevrolet El Camino in 1959.
An advertisement for the 1948 Sydney Motor Show, debuting the new Holden Sedan
The original Holden FX Ute, as it appeared in one of my favourite video games, Forza Horizon 3
The final generation of the Holden Ute - a car-based pickup bodystyle that originated in Australia.