‘Born and bred Holden’: investigating the impact of holden on Australian sporting culture

Abstract

The Holden brand has been a part of Australian society ever since it produced its first car in 1948. However, Holden’s impact on Australian society and Australian sport has yet to be fully investigated. As such, this study analyses the impact of Holden on Australian culture, sport and on society. Through the use of an online survey of 106 participants, this study was able to identify the impact that Holden had on the lives of Australian communities and individuals, how these Australians interacted with the Holden brand and to what extent Holden automotive culture and Australian motorsport culture, impacted their lives. Using thematic analysis, three themes uncovered in this research are further explored, namely patriarchal influences on fandom, Holden as a foundation for communities and families in Australia and Holden as a sporting powerhouse, through their motorsport activities, sport sponsorship and sports fandom associated with the brand.