Australia's Holden Celebrates its 60th Anniversary

In the Beginning - 1948-1958 - Holden's first Decade of Australian Cars

Holden 48-215

SYDNEY - June 30, 2008: This year, Holden will commemorate the 60th anniversary of Australia’s own car, the 48-215. In the countdown to this significant anniversary, Holden will revisit the iconic models that cemented its place in Australian history, beginning with the first decade of Holden cars built for Australia’s unique conditions.

1948-1958 was a decade which saw Holden complete the challenge of building the nation’s first successfully mass-produced car and rapidly expand to meet the growing order bank. It was also when Holden began its first export program, shipping FJ models to New Zealand.

Sites for the Holden Proving Ground in Lang Lang, Victoria, Holden Service Parts Operations (HSPO) in Dandenong, Victoria, and Holden Vehicle Operations (HVO) in Elizabeth, South Australia, were all established in this era.

48-215 – 1948-1953
On 29 November 1948, 1,200 men and women, including Prime Minister Ben Chifley, gathered around a modest-looking motor car. The ivory-coloured car, which had been waiting behind silver curtains, was revealed to the sound of a 10-piece orchestra. The car was the first Holden, a completely new six-cylinder sedan destined to become Australia’s first successfully mass-produced car.

Holden 48-215 grille

The 48-215 was a four-door, six-seat vehicle adapted from an American design. It was built almost entirely in Australia and included advanced features, such as a unitary construction body.

It was powered by a high-torque 2.15-litre engine and weighed less than 1000kg – an equation that added up to a low-cost family car with excellent fuel economy and performance. It was also highly durable, well sealed against dust and stood up to the job on rough, unsealed Australian roads.

The waiting list for the 48-215 rapidly increased as word spread about its remarkable performance, and Holden reacted by expanding production from modest numbers in the closing months of 1948 to 100 units a day by 1951.

48-215 facts:
• Base price at introduction: $1466/£733
• Total number built: 120,402
• Models: Sedan, Business sedan and utility
• Engine: 2.15-litre six-cylinder
• Dimensions (sedan): Length: 4370mm, Wheelbase: 2616mm, Width: 1702mm.
• Power output: 60bhp/45kW @ 4000rpm
• Transmission: Three-speed manual gearbox

Also in 1948-53:
• Only 112 48-215s were produced by the end of 1948, and the enormous customer demand surprises everyone. Thousands of orders were taken and Holden made every effort to increase production as quickly as possible.

• In 1950, production of 48-215 was lifted to 80 units a day. Holden employed more than 10,000 people at sites around Australia.

• Holden purchased 60 hectares of land in Dandenong, Victoria, for future development. It would later become the HSPO site.

• In 1951, Holden introduced its first utility model, based on the 48-215. In the meantime, strong demand for the 48-215 continued and production reached 100 units per day.

Holden FJ – 1953-1956

Holden FJ - the inspiration for today's Holden Efijy concept car

Even though it was only a facelifted version of the historic 48-215, the FJ Holden was the car which captured the hearts and minds of the Australian public and cemented Holden’s position as the country’s most popular car company. The FJ is now a celebrated Australian icon and has been the subject of songs and a full-length feature film. It is also the inspiration behind the international award-winning Holden EFIJY concept vehicle.

Holden distinguished the FJ with more features, more chrome and a greater range of options. It replaced the vertical grille with an elaborate horizontal chrome design, and fitted new hubcaps, bumpers and bright metal body decorations, including small chrome fins on the rear guards.

Holden FJ

The features that made the earlier 48-215 so successful remained essentially the same with FJ, with a few mechanical refinements. The FJ had excellent ground clearance and ride, a rugged drivetrain, energetic performance, comfortable seating for six, good fuel economy and was low maintenance. The main selling point, however, was its unbeatable value for money.

The accessory list expanded with FJ and the colour range lifted to twelve choices. The new Special model featured armrests and a cigarette lighter and was available with a two-tone exterior paint finish.

The launch of a panel van in 1953 raised production to 200 units per day.

FJ facts:
• Base price at introduction: $2046/£1023
• Total number built: 169,969
• Models: Standard sedan, Business sedan, Special sedan, panel van and utility.
• Engine: 2.15-litre six-cylinder
• Dimensions (sedan): Length: 4408 mm, Wheelbase: 2616mm, Width: 1702mm.
• Power output: 60bhp/53kW @ 4000rpm
• Transmission: Three-speed manual gearbox

Also in 1953-56:
• The first Holdens were exported to New Zealand.

• Holden purchased 870 hectares of land in Lang Lang, Victoria, to establish Australia’s first automotive testing and proving ground.

• The first Holden CKD (completely knock down) kits were shipped to New Zealand for local assembly.

Holden FE – 1956-1958

Holden FE in Fiji

When the FE was unveiled in July 1956, it made front-page news all over the country and the first examples to be parked on city streets were mobbed by crowds of admirers.

With its fully Australian-designed body, the FE introduced a more angular style and was longer, lower, wider and more powerful than the immensely popular FJ model it superseded.

The FE Series was the product of a £4 million investment and four years of design and development work. It introduced the first wagon, or ‘Station Sedan’, in the 1957 and consolidated Holden’s position as Australia’s most popular car.

Holden FE Ute

One of the benefits of FE’s updated styling was better visibility. The glass area was increased by 40 per cent, thanks largely to a curved, one-piece windscreen and bigger rear window.

Engine power was boosted to 53kW, while suspension and handling were improved by such additions as a front stabiliser bar, new springs and better steering. Interiors were also appreciably roomier.

The FE Holden range also featured a fresh new range of ‘single and two-tone fashion colours’, restyled interiors with a more up-to-date dashboard design, a 12-volt electrical system, twin tail and stop lights and electric turn signals on Special sedans and wagons. Optional extras included reversing lights, windscreen washers and front screen demister.

FE facts:
• Base price at introduction: $2284/£1142
• Total number built: 155,161
• Models: Standard sedan, Special sedan, Business sedan, Standard station wagon, Special Station Wagon, panel van and utility.
• Engine: 2.15-litre six-cylinder
• Dimensions (sedan): Length: 4470 mm, Wheelbase: 2667mm, Width: 1701mm.
• Power output: 70bhp/53kW @ 4000rpm
• Transmission: Three-speed manual with synchromesh on second and third. Column mounted shift lever.

Also in 1956-58:
• Holden’s Dandenong(Victoria) body and assembly plant was opened.

• The Lang Lang ( Victoria) Proving Ground began operations.

• Holden passenger cars accounted for almost 50 per cent of total registrations.

• The total number of Holdens produced since 1948 exceeded 500,000.

GM Holden in 2008
2008 is a diamond year for GM Holden which will be recognising a number of key anniversaries. These include: the 60th anniversary of Australia’s Own Car – the 48-215; the 50th anniversary of the founding of Holden Vehicle Operations at Elizabeth; 40 years since the introduction of Monaro; 30 years of the Commodore nameplate; and the General Motors centennial.