Australian
Screen

With the release of upgraded Holden models in the decade after the car’s first release, resale value became an important factor for motorists to consider when purchasing their new Holden. This is reflected in the advertising of the time. Holden sales were strong in the late 1950s – GMH held about 50% of the vehicle market in Australia – and the company counted on its Holden brand’s popularity guaranteeing a good secondary market for used cars. Keeping its existing customer base was as important as attracting new customers, and the guarantee of a high resale value appealed to both groups.