Where Holden’s heroes are now
By James Cleary · 14 Mar 2026
At the end of 2020, after 160 years in existence, owner General Motors made the decision to retire the Holden brand following the US automotive giant’s move to discontinue supply to right-hand drive markets.Due in no small part to the then Australian Government’s call in 2013 to end ‘co-investment’ with local car manufacturers and the brand’s consistently shrinking market share, after close to 69 years and nearly 7.7 million cars built, local Holden production had finished in 2017.With former GM brands Opel and Vauxhall having already been acquired by PSA Group earlier in 2017, long-term ‘in-house’ access to a RHD imported (ZB) Commodore donor, via the Opel Insignia, was also to become a dead end, while potential alternatives from Buick and Chevrolet were deemed cost prohibitive.General Motors was digging itself out of a financial hole around this time, and with Holden sales struggling across its now pure-import range, on February 17, 2020 the official announcement was made that Holden would be no more from October that year.So, who were the key players within Holden at that tumultuous and emotional time when the ‘Football, meat pies, kangaroos and Holden cars’ music stopped and where are they now?David ButtnerDavid Buttner AM, raised eyebrows across the Aussie automotive industry when, after more than 30 years with Toyota Australia (the last three and half as President), he came out of retirement to take on the role of Holden’s Chairman and Managing Director in August 2018.At the time Buttner was bullish about Holden’s prospects as a pure-importer, telling CarsGuide in late 2018, “The facts are we can draw on a fantastic stable of SUVs and trucks.”But just over a year later he had pulled the pin on his time at Holden, according to a GM statement for “personal reasons”. But a 30 per cent year-on-year slump in sales (Holden had dropped out of the top 10 sellers list) may well have played a part.And surely by the end of 2019 Buttner had a clear take on what was to come down the pipe from Detroit only a couple of months later.Today he’s a freelance mentor and coach, positioning his work under the banner ‘Coaching from Experience’, leaning into his strategic ability and appetite for innovation.Kristian AquilinaKristian Aquilina was Holden Australia’s final Executive Director of Marketing, taking over the role in April 2018. Following David Buttner’s departure (see above) and the announcement that General Motors was axing the Holden brand, Aquilina served as interim Managing Director, overseeing the transition to closure, leaving the position on November 1, 2020.At the time he said, “The brand will work towards a dignified wind down of operations”, which is arguably what happened.After stints as Managing Director of Cadillac International Operations and Cadillac Middle East, Aquilina joined GM Canada in early 2024, serving as President until his appointment as Global Vice President of Cadillac late last year. Based in Detroit, it’s the position he holds currently.Richard FerlazzoA key player in Holden’s design team for more than three decades, Richard Ferlazzo was the brand’s Design Director for seven years from late 2013 to closure.Ferlazzo is best known to many as the father of Holden’s dramatic Efijy concept car that dropped jaws around the world in 2005. But his work on global design projects and GM advanced concepts was even more significant.Having had input into the Commodore line-up from VN in the late 1980s, his time as Chief Designer included a lead position on exterior design for the breakthrough VE Commodore, as well as fine-tuning the next-generation VF, which proved to be the best and last locally made Holden.Today, Richard Ferlazzo Design Consulting works across multiple disciplines including transport (which takes in military vehicles), architectural concepts and product design.Peter KeleyAt the time of the closure announcement Holden had 185 dealers in Australia, 31 in New Zealand and Peter Keley (former MD of Holden NZ) was the brand’s Executive Director of Sales.Of course, unpicking that historical retail knitting would have been traumatic and potentially a legal minefield.With around 1.6 million Holdens still on the road, shell-shocked dealers were offered the option of becoming an authorised service and parts outlet and over 90 per cent of them had finalised compensation and separation packages by mid-2020.Today, Keeley is still in the motorised four-wheeler business as Victoria General Manager for Melbourne Tractors, retailing New Holland and other brands through multiple outlets across the state, with a focus on construction and agricultural equipment. Rob TrubianiRob Trubiani was Lead Vehicle Dynamics Engineer at GM Holden, and famously the guy who punted a VF SS-V Redline Ute around the Nurburgring in mid-2013, setting a new commercial vehicle record for the iconic German circuit at an indecently rapid 08:19.47. Over a 15-year career at Holden he achieved guru status, tuning the final-generation VE/VF Commodore’s Zeta platform to such a fine point that it could hold its head confidently high globally.Continuing his focus on brake, chassis, vehicle dynamics and technical integration he worked through the import-only era, tweaking the Opel Insignia-based ZB Commodore and other models before departing as waves of staff redundancies began in early 2020.After a stint as Senior Mechanical Engineer at global automotive engineering specialist Segula Technologies, Trubiani joined GWM Australia in early 2025 as, you guessed it… Product Engineering Manager.George SvigosWith the benefit of 20/20 hindsight it was probably telling that when Holden’s Director of Communications, Anna Betts resigned in late 2018, it was George Svigos, then GM International’s Director of Communications for Asia-Pacific, took on the accountability.From that point the Holden comms team in Melbourne reported to Svigos who operated out of GM’s regional office in Bangkok, Thailand.But almost in parallel with the closure announcement in early 2020, Anna Betts’ predecessor as Holden Director of Communications and then Director of Marketing, Communications & Customer Experience, GM Southeast Asia, Sean Poppitt stepped in to take on the tricky role of managing corporate comms as the company moved towards shutdown. For the record, Anna Betts (now Anna Tassone) is Associate Director, Communications - Operations at RMIT University, Sean Poppitt is Executive Director - Global Buick & GMC and GM Global Design Communications in Detroit and George Svigos is Executive Director Communications, Global Markets General Motors, also based in Detroit.Lang Lang Proving GroundOpened in 1957, the 877-hectare Lang Lang Proving Ground, located roughly 85km south-east of Melbourne, was part of GM’s global research and development network for over 60 years.Retained by GM beyond the end of local Holden manufacturing in 2017 it was ultimately sold to Vietnamese EV manufacturing specialist Vinfast in late 2020.The iconic circular track, ride & handling loop, as well as various specialist off-road trails and test labs remain intact with Chinese giant GWM securing ‘permanent resident’ status in a long-term agreement finalised in July, 2025.Which of course means Rob Trubiani (see above) will once again be drifting around the skid pan and generally making best use of the facility to adapt the dynamic performance of Havals, Tanks, Cannons and Oras for local conditions.