Holden's closure in Australia only tells half the story

MAKE no mistake, the bland corporatese in which Holden announced the end of its Australian car building story tells only half the story.

MAKE no mistake, the bland corporatese in which Holden announced the end of its Australian car building story tells only half the story.

Holden are finished not only as a carmaker but as a brand.

Stating that you will "transition to a national sales company" works only if you have something worth selling.

Holden don't.

UPDATES: HOLDEN WILL SHUT UP SHOP IN AUSTRALIA 2017

A company that wraps itself in the national standard has long been an importer of generic General Motors vehicles made mainly in Korea. None of them - not one among Barina Spark, Barina, Malibu, Captiva, Colorado - are within cooee of the best in their respective classes.

There's not one Carsguide could confidently place among the first five choices. Not even the better variants of the Cruze, with its expert work of Holden engineers, could any longer be counted among the podium finisher in the small car class.

MORE: HOW HOLDEN WAS DONE IN

The contrast to Ford, which in May called time on the Falcon and Territory, is marked. Ford has a portfolio of world class imported product which will expand over 2014.

It must be said that Ford has far better managed the diminishing expectations around its locally made products. There seems no sense of residual bitterness beyond those whose livelihoods are being directly affected.

PHOTOS: HOLDEN THROUGH THE AGES

Holden has protracted and at times hysterically overplayed its death scene in way which has divided and embittered the buying public. Apart from the brand's glaring dearth of quality, who now will be well-disposed toward this "Aussie" car company?

A fact never faced by Holden's boosters is that the brand has never competed on a level playing field. The prospect of it doing so in market where some 60 brands compete for your dollar are as remote as the Socceroo's in the World Cup.