THE PRIORITIES OF GENERAL MOTORS: DITCHING AUSTRALIA'S HOLDEN CARS
Dr. Binoy Kampmark
It seemed to be a case of grand misrepresentation. Holden cars, those great Australian acquisitions, along with home, lawnmower and nuclear family, gave the impression of indigenous pride, the home brand. It was also resoundingly masculine. But behind that image was a mighty American thrust, with General Motors holding the reins on investment as benevolent parent happy to rebadge the car brand when needed. Poor returns would invariably mean rough corporate decisions untouched by sentiment.
Between 2002 and 2005, things looked rosy. Sales of 170,000 a year saw the peak of the company’s returns. But Holden remained a distinctly parochial brand, incapable of .....
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