Holden

What Holden does

Holden, legally GM Holden Pty Ltd, is a Melbourne, Australia-based wholly-owned subsidiary of General Motors Company operating in wind-down mode following General Motors' February 17, 2020 decision to retire the Holden brand. Originally founded as a saddlery business in Adelaide in 1856 and transformed into an automotive manufacturer in 1948, Holden historically produced passenger vehicles, SUVs, and commercial utes for the Australian and New Zealand markets and became a cultural symbol of Australian industry. Since the brand retirement the company has pivoted to a service-and-parts-only model, serving approximately 1.6 million Holden vehicles still on Australian roads through an aftersales network that is contractually committed to operate for at least 10 years.

The current product portfolio is dominated by aftermarket support rather than vehicle manufacturing. Core offerings center on the Holden Complete Care umbrella: a 5-year/unlimited-kilometer factory warranty for vehicles first registered from July 2018, the Know Your Cost Servicing program (capped pricing on the first 7 scheduled services) and Lifetime Capped Price Servicing for the broader eligible fleet, complimentary Roadside Assistance for up to 5 years contingent on scheduled servicing, and access to the GM Certified Collision Repair Network for accident repair. Distribution is multi-channel: 150+ Holden Certified Service Outlets across Australia for authorized service and warranty work, ACDelco's DIY e-commerce storefront for consumer parts, ACDelco Trade accounts for authorized repairers, and a central customer care center (phone, email, post) for direct owner support. The ACDelco partnership also covers genuine Holden parts and proprietary accessories, with vehicle-side technology — the Holden MyLink infotainment system supporting Apple CarPlay, Android Auto, and Siri, plus GM-platform ADAS features including Adaptive Cruise Control, Autonomous Emergency Braking, Forward Collision Alert, Lane Departure Warning, Side Blind Zone Alert, Hill Descent Control, and a 360-degree surround camera — remaining in support of the installed base.

Revenue mechanics are transaction- and service-based rather than tied to new vehicle sales: parts sales (Genuine Holden Parts and ACDelco parts via outlets, DIY, and trade), scheduled servicing fees under the capped-price programs, warranty-covered labor, roadside assistance economics (partly internalized through partner auto clubs), and accident repair throughput via the certified collision network. The primary customer segment is individual private vehicle owners of Holden-branded vehicles; secondary segments include trade buyers via ACDelco trade accounts and authorized repairers. Marketing and customer engagement occur through the official Holden website (holden.com.au), Instagram (@holden), LinkedIn (GM Holden), and the Holden Legends heritage-merchandise storefront. Parent ownership is concentrated under General Motors, with the Australian website operated by GM Australia New Zealand 2021 Pty. Ltd., reflecting post-retirement corporate restructuring.

Name

Holden

Legal name

GM Holden Pty Ltd

Website

https://holden.com.au

Company type

Private

Founded year

1856

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

GM Holden Pty Ltd, an Australia-based General Motors subsidiary, operates a service-and-parts-only aftersales business following the 2020 retirement of the Holden brand, supporting approximately 1.6 million Holden vehicles on Australian roads through 150+ certified service outlets.

Ownership category

akta.pro rank

Product category

Automotive Aftersales Services

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Motor Vehicle and Motor Vehicle Parts and Supplies Merchant Wholesalers (4231)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Automotive Aftermarket Parts Distribution (Light-Duty) (TLAKAOAA)

akta.pro secondary industry

Maintenance, service & repair (MSR) parts distribution (filters, belts, hoses, wipers, fluids) (CRAOANAB)

Keywords

• Automotive aftersales
• Vehicle servicing
• Genuine parts
• Warranty services
• Roadside assistance

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Vehicle Sales: Historical revenue from sales of new Holden vehicles through authorized dealer network in Australia and New Zealand.
2. Aftersales Service and Servicing: Scheduled servicing through Holden Know Your Cost Servicing and Lifetime Capped Price Servicing programs. Services performed at authorized Holden dealers.
3. Genuine Parts and Accessories: Sale of Holden Genuine Parts and ACDelco parts through service outlets, DIY (ACDelco website), and trade accounts.
4. Warranty and Roadside Assistance: 5-year/unlimited KM warranty for vehicles from July 2018. Roadside assistance included complimentary for up to 5 years with scheduled servicing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Holden provides aftersales automotive support for approximately 1.6 million existing Holden vehicles still on Australian roads. Following General Motors' February 2020 decision to retire the brand from new vehicle sales, the company continues to deliver scheduled servicing, capped-price maintenance programs, genuine parts distribution, warranty coverage, roadside assistance, and accident repair through a network of over 150 Certified Service Outlets.

Product overview

Holden is an Australian automotive brand (now in wind-down phase following GM's February 2020 announcement to retire the brand) that offered a portfolio of passenger vehicles and commercial utes, along with comprehensive ownership support services. The vehicle lineup included the Holden Astra (hatch, sedan, sportswagon), Holden Commodore (liftback, tourer, wagon), Holden Acadia (SUV), Holden Equinox (SUV), Holden Trailblazer (SUV), Holden Trax (SUV), Holden Colorado (ute), and Holden Spark (hatchback). These vehicles featured the Holden MyLink infotainment system with smartphone integration capabilities. The support ecosystem centered on Holden Complete Care, providing warranty coverage (5-year/unlimited KM), Know Your Cost Servicing and Lifetime Capped Price Servicing programs, Roadside Assistance (complimentary up to 5 years with scheduled servicing), and access to the GM Certified Collision Repair Network. Holden continues to honour existing warranties and provide servicing and spare parts for at least 10 years through its national aftersales network in Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• Holden Complete Care Comprehensive ownership support program encompassing warranty coverage, scheduled servicing, roadside assistance, and accident care services for Holden vehicle owners.
• Holden Factory Warranty 5-year/unlimited KM warranty for vehicles first registered from 1 July 2018, covering engine, transmission, interior, exterior components, and corrosion.
• Holden Roadside Assistance Roadside assistance program providing professional help including jump starting, emergency tyre changes, vehicle towing, and lockout services. Complimentary for up to 5 years with scheduled servicing.
• Holden Know Your Cost Servicing Fixed-price servicing program for eligible Holden vehicles registered from 1 January 2018, covering scheduled maintenance including parts, labour, fluids, and workshop charges for the first 7 scheduled services.
• Holden Lifetime Capped Price Servicing Capped-price servicing program available for Holden vehicles, providing price certainty for scheduled maintenance across the vehicle lifetime, including engine oil, oil filter, and vehicle health check for older models.
• GM Certified Collision Repair Network Network of certified collision repair facilities trained in Holden/GM repair procedures, using genuine Holden parts and GM-approved equipment for accident repairs.
• Takata Airbag Recall Service Safety recall program for Holden, Opel, and Saab vehicles impacted by the Consumer Goods (Motor Vehicles with Affected Takata Airbag Inflators and Specified Spare Parts) Recall Notice 2018.
• Holden MyLink Infotainment System In-vehicle infotainment system featuring touchscreen display, Bluetooth connectivity for up to 5 devices, Apple CarPlay and Android Auto integration, navigation, USB media playback, and voice control with up to 60 favourites.
• Holden Customer Care Customer support centre providing assistance via phone (1800 GM Holden), email ([email protected]), and online contact forms for parts, service, and technical enquiries.

Quantifiable outcome

• 5-year/unlimited KM warranty coverage for vehicles from July 2018
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• NRMA (National Roads and Motorists' Association)coreOthersRoadside assistance service provider partnership in Australia, part of Holden's network of automotive club partners providing roadside support to Holden vehicle owners.
• RACV (Royal Automobile Club of Victoria)coreOthersVictoria-based roadside assistance partner, one of several state automobile clubs in Holden's roadside assistance network.
• RACQ (Royal Automobile Club of Queensland)coreOthersQueensland roadside assistance partner, part of Holden's national network of automotive club service providers.
• RAA (Royal Automobile Association - South Australia)coreOthersSouth Australian roadside assistance partner completing Holden's national coverage network.
• RAC (Royal Automobile Club of Western Australia)coreOthersWestern Australian roadside assistance partner in Holden's automotive club network.
• RACT (Royal Automobile Club of Tasmania)coreOthersTasmanian roadside assistance provider completing national coverage for Holden vehicle owners.
• AA (Automobile Association - various states)coreOthersVarious state AA partners providing roadside assistance services across remaining Australian territories.
• ACDelcocoreTechnology or IntegrationAftermarket and genuine parts brand, a subsidiary/supplier relationship for Holden genuine and ACDelco parts distribution through service network, DIY, and trade channels. Operates own e-commerce platform for parts sales.
• GM Specialty Vehicles (GMSV)minorChannel Partner/ Reseller/ DistributorRelated GM brand operating in Australia, linked in Holden's footer as an 'Also Visit' partner for specialty vehicle products.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Supercheap Auto: Major Australian retailer of automotive parts, accessories, tools, and maintenance products for DIY consumers — directly comparable to Holden's ACDelco DIY parts channel for consumer-facing parts purchasing.
• Burson Auto Parts: Australia's largest trade-focused automotive parts distributor serving independent mechanics and workshops with mechanical replacement parts — competes directly with Holden's ACDelco Trade channel for service and repair parts supply.
• Bob Jane T-Marts: Australia's largest independent tire and auto service retailer network, offering maintenance and repair services across hundreds of outlets — comparable to Holden's 150+ service outlet model in scale and customer-facing service positioning.
• Repco: Australia's largest aftermarket automotive parts distributor and retailer, supplying maintenance, service, and repair parts to trade and DIY customers — directly comparable to Holden's ACDelco parts distribution business for both Holden and non-Holden vehicles.
• Autobarn: Australian automotive parts and accessories retailer serving DIY consumers with maintenance parts, tools, and accessories — overlaps with Holden's DIY parts distribution and consumer aftermarket positioning.

Broad incumbents

• Ford Australia: Ford ended local manufacturing in Australia in 2016 and now imports vehicles while maintaining a service network for existing customers — closely comparable to Holden's post-2020 operating model of supporting a legacy vehicle fleet without new local production.
• Toyota Australia: Toyota operates a similarly structured OEM service network across Australia, providing authorized servicing, warranty support, and genuine parts distribution for its large installed vehicle base — directly comparable to Holden's aftersales model, though Toyota remains an active vehicle seller.
• Mazda Australia: Operates an authorized dealer service network across Australia providing scheduled servicing, warranty support, and genuine parts — closely analogous to Holden's service outlet structure, though Mazda continues active new vehicle sales.

Others

• GM Specialty Vehicles (GMSV): Related GM entity operating in Australia for specialty vehicle imports and distribution — sibling organization under GM Australia that shares distribution and potentially service infrastructure with Holden.
• ACDelco Australia: Wholly-owned subsidiary of Holden that operates independent DIY and trade e-commerce platforms for automotive parts — the operating arm through which Holden's parts distribution business is commercialized.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gm_holden
• Instagraminstagram.com/holden
• Xx.com/Holden_Aus

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Holden