General Motors-Holden's Pty. Limited

HIGHLIGHTS OF HOLDEN EXPORTS 1965-1969 General Motors-Holden's Pty. Limited - • • • • HIGHLIGHTS OF HOLDEN EXPORTS 1965-1969 Page 1 Holden a...
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HIGHLIGHTS OF HOLDEN EXPORTS 1965-1969

General Motors-Holden's Pty. Limited

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HIGHLIGHTS OF HOLDEN EXPORTS 1965-1969 Page 1

Holden a "Manufactured" Vehicle in South Africa . . Exports of Torque Converters

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2

Holden is Assembled in Trinidad

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2

Exports of Nodular Iron Castings

3

100,000th Holden Exported

3

Holden Assembly in Pakistan

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3

Assembly in Malaysia

4

Welding Equipment for Morocco

4

Another Record Year in 1968

5

The Current Outlook

5

Revenue from Exports

6

Holden Export Territories

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7

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HIGHLIGHTS OF HOLDEN EXPORTS 1965-1969 At the close of 1964 General Motors-Holden's Pty. Ltd. had been exporting Holden vehicles and spare parts for just over ten years. At the time 61 territories were listed in dealer and distributor franchise

agreements, and

over

62,000

vehicles had been shipped abroad. This achievement had -

earned for Australia A$68,860,000 in foreign exchange, and for General Motors-Holden's a name throughout the world as a vehicle manufacturer. Although Holden exports for 1964 had established an all-time record, following the new HD model release in January, 1965, it soon became evident that the 1965 results would be even better. By the end of 1965, the previous year's earnings had been exceeded by 41.0 per cent to establish a new level which was not to be surpassed until 1968.



During the calendar year 1965 General Motors-Holden's •

exports

included

19,369

assembled

and

unassembled

vehicles and were valued at A$21,626,000. 1965 also saw many other changes, some of which were to have a very definite bearing on the future trend of Holden export sales. I

Holden a "Manufactured" vehicle in South Africa In South Africa, then Holden s second largest market, the government had been gradually introducing measures to promote a local vehicle manufacturing industry. One of the programmes approved by the government was the progres­ sive manufacture of engines by General

Motors

South

African (Pty.) Ltd., and this involved the building and setting up of an entirely new plant. General Motor-Holden's were already well established in the engine manufacturing business. They had the tech•

nical knowledge and experience and to assist the South African organisation with their new venture, six senior mem­ bers of the General Motors-Holden s Manufacturing staff were transferred to Port Elizabeth with their families for a period of two years. 1

The building of engines by General

Motors South

African (Pty.) Ltd. meant the deletion of engines from at least some Holden vehicle packs with a resultant loss in export earnings per unit shipped. However, this loss was more than compensated for by the increase in volume of orders received. Whilst many other items as well as engines are now manufactured in South Africa, that territory is today General Motors-Holden's largest outlet for vehicles and vehicle com­ ponents and indications are that the value of Holden exports to South Africa will continue to increase as time goes on.

Exports of Torque Converters In 1965, with the demand for automatic transmissions increasing, General Motors-Holden's carried out investiga­ tions to determine the feasibility of manufacturing auto­ matic

transmissions

in

Australia.

Complete

automatic

transmission manufacture was not to be realised until 1969, but the study did show that manufacture of the torque converter component of

the transmission

would be an

economic proposition provided some additional volume was offering. General Motors plants in England and Germany were approached. They signified their willingness to par­ ticipate in the programme, and the first converters were ex­ ported in August, 1966. Over 68,000 torque converters have since been shipped to Vauxhall Motors Ltd., in England and Adam Opel A. G. in Germany.

Holden is Assembled in Trinidad By 1965 Holden vehicles had been assembled in New Zealand for a period of eight years, in Indonesia for seven years, in South Africa for five years and in the Philippines for just over twelve months. In all of these countries except Indonesia where only final assembly was being undertaken, the plants were well established and had been assembling other General Motors makes for many years. It was not a very difficult matter therefore to add Holden models to the existing vehicle range. In Trinidad, however, vehicle assembly had not pre­ viously been considered, but with restrictive import regula­ tions introduced to conserve foreign exchange and create 2

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local employment, it was a matter of either assemble locally or forgo the business. Holden vehicles at the time were not being imported in sufficient numbers to justify the setting up of a separate assembly plant, so it was decided to com­ bine the Holden activity with that for other General Motors makes. The first consignment of Holden un-assembled vehicles left Australia for Trinidad in September, 1966 and the vehicles were assembled early the following year.

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Tool drawings, sample materials and all of the neces­ sary technical information were furnished by General Motors­



Holden's.

Exports of Nodular Iron Castings In 1966 a new nodular iron foundry was erected at

..

General Motors-Holden's Fishermen s Bend Plant to produce Holden crankshafts. It was decided to approach Vauxhall

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Motors in England for orders for crankshafts for their engines and the first orders were received from Vauxhall early in 1967.

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Samples were accepted and volume production commenced. To date over 24,000 Australian nodular iron crankshafts



have been incorporated in Vauxhall products, many of which have been exported to countries where General Motors­



Holden's themselves could not have competed with the Holden line.



100,000th Holden Exported •

In March, 1967 General Motors-Holden's produced its 100,000th vehicle for export. The unit was consigned to



Thailand and is now one of more than 3,500 Holdens opera­ ting in that country.



Holden shipments up to that time accounted for 80 per cent of all Australian vehicles exported.

Holden Assembly in Pakistan I

In Pakistan a local General Motors distributor had pur­ chased the assembly plant previously owned by General Motors Karachi Branch and was assembling some European makes. The first un-assembled Holden vehicles were shipped



to Karachi for assembly in this plant in July, 1967. 3

As with Trinidad all of the technical information to enable the product to be satisfactorily assembled was fur­ nished by General Motors-Holden's.

Assembly in Malaysia In February, 1966, to encourage local vehicle assembly, the government of Malaysia announced that high import duties would be imposed on fully assembled vehicles enter­ ing the country after July, 1967. Importers then, for the first time, had protection to support the financial outlay necessary to build assembly plants and six distributors including the Holden distributor applied for and were granted assembly permits for lines they were handling. The assembly tools and fixtures for the Holden models were specially developed by General Motors-Holden's follow­ ing a low cost approach and were manufactured in the company s Woodville plant. Previously tooling for such pro­ jects had been sourced outside Australia. As with the other Holden assembly operations all technical information was furnished to the distributor by General Motors-Holden's. The

first

un-assembled

vehicles

were

shipped

to

Malaysia in July, 1968.

Welding Equipment for Morocco Although market surveys showed that Holden could not be merchandised competitively in Morocco, early in 1969 when a new plant was set up in Casablanca to assemble Opel vehicles, General Motors-Holden's were successful in negotiating orders for the entire electric welding equipment requirements for an Australian supplier. Acting in the capacity of an export merchant, General Motors-Holden's

lodged quotations,

obtained orders, ar­

ranged settlement and shipped the equipment to Morocco. The successful execution of this contract has already resulted in enquiries from other areas and will most certainly lead to additional export business for the supplier concerned. 4

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Another Record Year in 1968 Due to depressed market conditions in South Africa, and the imposition of more stringent import controls in New Zealand, exports of Holden vehicles and vehicle com­ ponent sets declined in 1966 and 1967 to 16,794 and 15,267 respectively. However, in 1968, in spite of the devaluation of Sterling, Holden export sales increased rapidly and by the end of the year 18,132 right and left drive vehicles and vehicle component sets had been shipped abroad. These with exports of spare parts and other items earned for Aus­ tralia that year a record A$21,666,000 in foreign exchange.



This represented a 29 per cent increase on 1967 results.

The Current Outlook The upward trend in sales has continued into the cur­ •

rent year and there seems little doubt that 1969 will be another record year in the history of Holden exports.

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Through August, 1969, export sales of 14,701 vehicles and other items amounting in value to A$15,279,000 were

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recorded and General Motors-Holden's are predicting that the value of their exports for the full year will exceed the

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A$26 million mark. General Motors-Holden's total foreign exchange earn­



ings since Holden was first exported in 1954 now stand in excess of A$162 million and it is interesting to note that



during the last fiscal year Holden exports accounted for 3.9 per cent of Australia's total exports of manufactured goods.



Holden today has 71 export markets to its credit, Burma, Cambodia, Dubai, Grenada, Jordan, Saipan, St. Lucia, Spain,



South Vietnam and Taiwan being added during the last five years. Holden vehicles are now being assembled outside



Australia in seven locations and numerous other possibilities are being considered.

September, 1969. •

NOT E: The figures quoted in the foregoing do not in­ clude shipments to New Guinea, New Britain, New Ireland and the Solomon Islands which are considered by General Motors-Holden's Pty. Ltd. as domestic territories. 5

26 REVENUE FROM GMH EXPORTS

25

Millions of Dollars

24 ---

•••Actual

...,.

____

_,I Forecast ------.1

_ .__

23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3

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2 1 -

0 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69

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Printed in Australia by G.

W.

Green and Sons Ply. Ltd., Melbourne

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