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General Motors Holden – Australia’s Ideal Family Car (c.1957)


This black-and-white television advertisement presents the early model Holden sedan as Australia’s 'ideal family car’. It highlights the car’s new features and shows it undergoing steering tests on the Holden Lang Lang proving ground outside Melbourne, Victoria.

Curator’s notes

For each new model and subsequent upgrade, Holden continually assured its customers that their cars incorporated the most up-to-date technological features and underwent rigorous testing in Australian conditions. This advertisement emphasises the re-circulating ball bearings which facilitate ease and lightness of steering – making Holdens appealing to suburban women who need a car for everyday shopping trips and family outings.