Cultural Significance of the Holden Commodore
The Holden Commodore: A Cultural Analysis
Figure 1 - First print advertisement for the new Holden Commodore, Wheels Magazine, December 1978
Introduction:
There are few products in Australia that have such a cultural following as the Commodore, made by the American-owned General Motors-Holden. When Prime Minister Ben Chifley launched the first Holden in 1948, he exclaimed, “She’s a beauty!” This most Australian of introductions set the tone for the representation of Holden in the media as ‘Australia’s own car.’ The Commodore nameplate was launched in 1978 with the unfortunately-named VB model – it is hence we begin our cultural analysis of the Commodore. We will examine its representation, its cork-hat-and-hotdog identity, and the apathetic culture of production in GM-H factories. We will examine the consumption of the Commodore, and how its surrounding discourse is regulated. Through this analysis we will see clearly the myths for what they are.
But first, I ask, is the Commodore deserving of its fan base? Is its identity created by Holden’s PR department, or by its fans? And most importantly, is the Commodore a true icon of Australian culture?
I. Identity
GM-H has succeeded in creating Holden tribalism that can be equated to football fandom. At V8 Supercar races, Holden ‘supporters’ dress in red, just as Essondon F.C. supporters do at an AFL match. Holden has created this strong identity for Commodore fans through clever marketing. It is omnipresent; as an Australian, if a conversation turns towards automobiles, you will most probably be abruptly asked, ‘Holden or Ford?’ That is, by definition you must be either a ‘Holden Man’ or a ‘Ford Man;’ such is your consumer identity:
I had become a ‘Holden man,’ and with that realization came the responsibility, blind loyalty and fervent faith in the brand that had addicted so many before me – and so many since.
Bedwell has labelled himself a Holden Man, thus he is a subject of the GM Holden
Figure 1 - First print advertisement for the new Holden Commodore, Wheels Magazine, December 1978
Introduction:
There are few products in Australia that have such a cultural following as the Commodore, made by the American-owned General Motors-Holden. When Prime Minister Ben Chifley launched the first Holden in 1948, he exclaimed, “She’s a beauty!” This most Australian of introductions set the tone for the representation of Holden in the media as ‘Australia’s own car.’ The Commodore nameplate was launched in 1978 with the unfortunately-named VB model – it is hence we begin our cultural analysis of the Commodore. We will examine its representation, its cork-hat-and-hotdog identity, and the apathetic culture of production in GM-H factories. We will examine the consumption of the Commodore, and how its surrounding discourse is regulated. Through this analysis we will see clearly the myths for what they are.
But first, I ask, is the Commodore deserving of its fan base? Is its identity created by Holden’s PR department, or by its fans? And most importantly, is the Commodore a true icon of Australian culture?
I. Identity
GM-H has succeeded in creating Holden tribalism that can be equated to football fandom. At V8 Supercar races, Holden ‘supporters’ dress in red, just as Essondon F.C. supporters do at an AFL match. Holden has created this strong identity for Commodore fans through clever marketing. It is omnipresent; as an Australian, if a conversation turns towards automobiles, you will most probably be abruptly asked, ‘Holden or Ford?’ That is, by definition you must be either a ‘Holden Man’ or a ‘Ford Man;’ such is your consumer identity:
I had become a ‘Holden man,’ and with that realization came the responsibility, blind loyalty and fervent faith in the brand that had addicted so many before me – and so many since.
Bedwell has labelled himself a Holden Man, thus he is a subject of the GM Holden