The Holden car brand will be no more, with General Motors opting to dump the name synonymous with Australian motoring by 2021.
After closing the company's local manufacturing operations in 2017, GM said it had taken the "difficult" decision to retire the brand from sales in both Australia and New Zealand after considering numerous options to revive Holden's flagging sales.
"Over recent years, as the industry underwent significant change globally and locally, we implemented a number of alternative strategies to try to sustain and improve the business, together with the local team," GM International Operations Senior Vice President Julian Blissett said on Monday.
"This decision is based on global priorities and does not reflect the hard work, talent and professionalism of the Holden team."
"Unfortunately, all the hard work and talent of the Holden family, the support of our parent company GM and the passion of our loyal supporters have not been enough to overcome our challenges."