 General Motors New Zealand used the "GM" name in advertising, for example, the Holden Commodore was marketed as the "GM Holden Commodore", with the GM name and logo being used at the end of TV commercial instead of that of Holden.However, marketing strategy created little brand loyalty and consumers did not accept "GM" as a brand, probably due to the multiple brands on offer.Prior to GM's partnership with Isuzu in 1971, the Isuzu brand had been well-established in New Zealand through the assembly operations of Campbell Motor Industries in Thames who had assembled the Isuzu Bellett since the 1960s.