Do a google search for South African Chevrolet and you’ll likely find old print advertisements for what appear to be Holdens. Re-badged, re-named, re-grilled, and expressly advertised as American cars. What was behind the decision to pass off export Holdens as American? Nothing unusual in that you might think, given that Holdens have sold in the middle east and America with Chev & Pontiac badges in recent times. But when you factor in that even Aussie Chryslers of the 1970s were being sold in South Africa as American - something was going on.

There was nothing sinister behind the move to sell Holdens as Chevs. It was simply a consolidation exercise by GMSA (General Motors South Africa). From 1969 all GM cars sold by GMSA would henceforth be sold as Chevrolet. As the best known and most popular of all the GM nameplates sold by GMSA - it made sense to re-badge the various Opels, Vauxhalls and Holdens to bring them under the Chevy name plate. Where the obfuscation came in was in trying to convince local buyers that re-badged Holdens were really American products. Sure, they may have had a Chev six or a small block Chev V8 under the bonnet, but print advertising really stretched the truth in pushing the American origins of Aussie cars.

When it came to Holden, Australia’s own, the change was simple - add Chevy badges, new grille and name (often an Afrikaans name). After all, Chevrolet had a long history selling cars in South Africa and had a loyal following. Dealers figured they’d trade off Chevy’s excellent reputation for quality. And the dealers knew something else too - they knew Holdens were better equipped to handle the terrible South African conditions than huge Chevy's. Holdens were damn near bullet proof - among the very toughest cars in the world. They had to be - Australia was as tough on cars as Africa. Just as importantly - Holdens were right hand drive so dealers were able to offer more options than the limited range of Chevrolet rhd export models. Long wheelbase Holden luxury cars, wagons, sedans, coupes and pickups (utes in Aussie parlance) all renamed, re-badged, and sold as Chevrolets.

So their local advertising agencies and dealer networks worked out that they’d have much more success selling Australian cars as American products. Let’s face it - Aussie Ford, Chrysler and General Motors Holden were all owned by the American parent company, so it wasn’t too much of a stretch.

South African Chevrolet division went further than merely renaming Holdens and putting Chevy badges on them. To make sure the cars were differentiated from their Holden origins as much as possible - they even grafted on new frontal treatments.

So in South Africa the HT/HG Monaro sold as a Chevrolet SS - with a quad headlight treatment we never saw in Australia. This same frontal aspect was used on the re-badged Brougham - Chevrolet Constantia, while the Premier and Kingswood sedans and wagons were named Kommando (Afrikaans spelling). Kingswood utes (HG/HQ) were given a cheap looking new grille and called El Camino - just like the Stateside Chevy pickup.

As an interesting counterpoint - Kiwis drove Aussie cars without all the silly pretense of them being American - despite the sporting rivalry. New Zealanders loved their Aussie Fords, Holdens and Valiants and accepted them as their own. I guess it would’ve been too obvious to try to palm Australian cars off as American - being such close neighbours and all.

So if you’re an Aussie visiting South Africa, don’t be surprised if you spot the occasional, familiar looking Holden...I mean Chevrolet.

About the author

Raph Tripp is the owner of a 1966 Thunderbird, is a passionate classic car enthusiast and writer, and founder of TunnelRam.net. If you wish to publish this article in part or in whole, please credit Raph Tripp and tunnelram.net . This is an original Tunnel Ram production ©2020 Tunnel Ram. All images remain the property of the original copyright holders.