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2006 was a red-letter year for Holden as a succession ofnoteworthy events ticked over on the historical odometer. Holdenis one of Australia’s most trusted brands and has now been associated with transport in this country for a remarkable 150 years. In 1856, when James A Holden established the J.A. Holden and company saddlery and harness manufacturingbusiness in Adelaide, South Australia, hebegan a ‘horses to horsepower’ companysaga that gathered momentum as thenation grew and today continues toaccelerate. 2006 also marked the 75th anniversary of the formation of General Motors-Holden’sin 1931 and the golden anniversary of the‘New Look’ sensation of 1956, the FEHolden. The Holden brand has carried a special resonance for successive generations ofAustralians who continue to consider itpart of the fabric of their society. Few other automotive companies in the world could trace their brand name backso far and chart its progress side by sidewith the history of a country through 150years of innovation and achievement. For many people, the fundamentally Australian character of the Holden brand gives it a unique and meaningful point of difference and significantnumbers follow the company’s fortunes with an abiding and genuineinterest. Holden takes a great deal of pride in its heritage and in the strong bonds of loyalty which have been forged through its ability to understand implicitlywhat it is Australians want from their cars.