Could this latest move completely kill off Holden?
Despite the demise of Holden at the end of last year, the brand continued to live in Australia and New Zealand through its aftersales network, which General Motors assured would remain in operation for at least 10 years to support its existing customers. Well, the name loved by many might be killed off much earlier than expected as the American automotive corporation is reportedly looking to rebrand it to ACDelco.
A subsidiary of General Motors, ACDelco has been supplying factory parts for GM vehicles as well as aftermarket parts for non-GM vehicles for over a century. It appears that this move is part of GM Australia’s effort to establish ACDelco as a general automotive maintenance chain, as opposed to just focusing on one brand, a dead one at that.
That being said, the Holden name will probably not be erased completely. This is because about 120 former Holden dealers around the country have reportedly signed agreements to operate as authorised service and parts provider under the Holden Certified Service banner. Aside from keeping the name alive, this initiative is aimed at retaining the business of the owners of the Lion-badged vehicles.
With ACDelco, GM Australia is taking the risk of further alienating Holden owners who are already probably disenfranchised by the death of the company. On the bright side however, GM Australia could see its market expand in the long run, including into New Zealand, where Holden had been a household name since the 80s. What’s more, lower rates could also attract brand agnostic customers to ACDelco outlets.
As announced last year, GM has an obligation to continue supporting its existing customers by providing servicing and spare parts for the decade to come. It is also worth noting that the company has a back log of replacement parts that extends to the late 90s and further.
Meanwhile, its GM Specialty Vehicles (GMSV) division is still selling cars through 55 former Holden Special Vehicles (HSV) dealerships. Models on offer include the Chevrolet Silverado pickup truck and the factory-made right-hand drive C8 Corvette.
