FEATURE – 1973 Holden HQ Monaro GTS 350

Words: Mike Ryan

Photos: Pete’s Classic Car Sales, SA

This car is for sale – see the end of the article for details.

For Holden, the HQ Series that launched in 1971 was a revolution, bringing an all-new design and significant engineering changes. The Monaro was part of that massive change and would experience its own revolution a couple of years later.

It seems hard to fathom now, but the HQ wasn't immediately embraced by the Aussie public when it debuted in July, 1971. For some, the HQ’s different shape was thought to be too different and not reflective of the big square cars that had defined Holden for most of the previous decade. Buyers warmed to the HQ, though, and it would continue until late 1974, making it the second longest production run of any Holden up that point - only the 48-215 (aka FX) was on the market for longer.

Of course, the HJ, HX and HZ evolutions would continue through the 1970s and into the ‘80s for some models, so the HQ legacy lasted for almost 15 years. 

But getting back to the HQ’s debut, while the shape was fresh and major changes had been made to the chassis and suspension, some carryover elements softened the shock of the new. These included model names, with the familiar Belmont, Kingswood and Premier retained. The Monaro carried over, too, and like the HK-T-G Series that preceded it, was only available as a two-door coupe – at least, initially.

Open to Four

Even before launching the HQ Series, GM-H were concerned about the sales performance of the Monaro. The original HK Monaro had been good for Holden in terms of racetrack success and dealership traffic, but never sold in anywhere near the same numbers as the Kingswood and Belmont sedans. Sporty two-doors had always been a tough sell in the Australian market, arguably reaching their peak even before the HQ arrived.

Holden were looking for a way out, but didn’t want to lose the halo effect of the Monaro. Even when Chrysler Australia launched the Valiant Charger in August, 1971, followed by Ford’s XA Falcon hardtop a year later, the die had been cast to - slowly - phase the two-door Monaro out and shift Holden buyers into something that had the same appeal, but more practicality.

The first toe in the water was the ‘SS’, which took the base Belmont sedan and added a 253 V8, dual exhaust, four-speed manual transmission, 10-bolt diff with 3.36:1 ratio, radial tyres and stiffer suspension. The ventilated front guards, sports wheels and blackout grille from the Monaro gave the SS a sporty look, as did unique SS decals and stripes. Inside, the Monaro’s instrument cluster, steering wheel and sports bucket seats with cloth inserts were added to the bare bones Belmont trim.

Many of the elements that would define the SS had been trialled earlier on a Premier-based show car. Positive reception to that convinced GM-H to go ahead with the SS.

Billed as a limited-edition and “super sporty heart starter” from the outset, the SS was announced in August, 1972, and went on sale soon after. Aided by a low price of $3,295 (when a similarly equipped Monaro cost $3,720), the initial run of 1,600 units soon sold out, prompting a further 1,200 to be built before the end of 1972 and giving the concept of a four-door Monaro the green light.

By comparison, just 78 units of the top-spec GTS 350 coupe were built in all of 1972. And according to Norm Darwin’s excellent book on the HQ (The Holden HQ HJ Story, available from Hand Publishing), only 402 GTS 350 two-doors were built across the entirety of HQ Series production.

Family Hot Rod

Announced in March, 1973, the Monaro four-door applied much of what had been fitted to the SS, but with a higher standard of interior trim overall, befitting the higher-priced Monaro. The four-door Monaro would only be offered in GTS spec, alongside the slow-selling two-door GTS equivalent. This meant a V8 as standard, with no six-cylinder offered.

The base engine was the 253, with the 308 and imported 350 from the preceding HG Series optional. This was matched to a four-speed manual or optional three-speed Trimatic auto, both with floor shifters, although choosing the 350 engine meant a stronger Muncie manual or GM TH400 auto was fitted.

Unlike past versions of the Monaro, Holden didn’t really push the 350 with the HQ. There were a few reasons for this, but the major one was to replace this imported engine and related transmissions with the locally-developed 253, 308 and Aussie-built transmissions. The cost differences between the two was a big factor, with the GTS 350 almost $1,000 dearer than a GTS – $3,766 versus $4,690 at launch. This was a significant amount in 1970s Australia when inflation began to hit hard.

Advertised as a car that “makes you enjoy motoring all over again,” the four-door Monaro GTS was defined by bold blackout stripes on the nose and tail. GM-H had deliberately introduced this (applying it to the GTS coupes at the same time) to ensure the sporty new four-door wasn’t mistaken for a Kingswood or, god forbid, a Belmont. At the same time, GTS 350 two-doors lost their identifying decals, replaced with a Monaro badge on the front guards and generic V8 badge on the bootlid. Four-doors got the same treatment.

The arrival of the Monaro GTS four-door co-incided with a new, 14-colour paint palette for both the big Holdens and the Torana. It’s one of these new shades – Mustard - that’s on the car featured.

Straight Outta Queensland

Currently for sale with Pete’s Classic Car Sales in Athol Park, South Australia, this 1973 HQ Monaro GTS 350 is a genuine example, verified by its Holden Historical Services document.

This shows it was built with the 350 and three-speed TH400 automatic, finished in Mustard with black vinyl trim and delivered to Eagers (a long-running Holden dealer) in the Brisbane suburb of Newstead in August, 1973.

The early history of this car is unknown, but it’s believed to have spent most of its time in the Sunshine State before coming to South Australia in 2021. The previous owner, Darren, is an SA native and serious Monaro GTS aficionado, with seven currently in his possession, all bar one of which are in various stages of restoration.

Pete is always looking to help his customers, so knew of Darren’s passion for GTS Holdens and gave him the tip on this car’s availability when making another sale.

Some of the history that Darren was able to glean included around 25 years’ ownership by a past Queensland owner, which included some time in the HQ Racing series; a motorsport category that started in the late 1980s and is still popular today.

That competition history may be the reason why the original engine was replaced with a hotter 350 SBC, along with a larger 3-inch exhaust, lowered suspension and wider GTS wheels – 14x8 on the front and 14x10 at the rear.

These changes aside, the rest of this GTS appears to be factory-spec, including the front disc brakes and what’s believed to be the original TH400 automatic, which has been fully reco’d. But, as mentioned, much of the early history on this car is unknown.

As Darren bought it, the car was good, solid and running well, with only a tune-up and the usual maintenance required in his ownership.

The Holden Historical Services document doesn’t identify any factory options, but the lack of air conditioning or power steering (confirmed by Pete and Darren) suggests the first owner put all their money into the 350 upgrade over a regular GTS!

An aftermarket stereo had been fitted at some time, but has since been removed. Rear speakers in the parcel shelf remain, along with a roof aerial.

The need to focus on his GTS resto projects meant Darren has reluctantly parted with the car and it’s now available through Pete’s Classic Car Sales.

A Rare Beast

With more than 485,000 HQs built between 1971 and 1974, you’d think the Monaro GTS 350 would be available in decent numbers, but that’s not the case. While the SS and special editions like the Vacationer were limited by design, the GTS 350 was limited by its aforementioned high price, meaning few were built and even fewer have survived.

Today, most of the available Monaro GTS four-doors are 253s, while restorers tend to favour the two-door over the four-door. That means a good Monaro GTS 350 four-door is a real rarity these days.

Despite no longer running its factory engine, the car featured is still mostly original, with what’s believed to be the original transmission. There’s no known repaint in the car’s history and the interior appears to be original, too, bar a couple of period changes that are reversible.

This car’s hotter 350 - with Edelbrock alloy heads, an Edelbrock intake manifold and larger carby –is sure to appeal to the enthusiast who isn’t fussed about originality. That, and the handful of other changes, make it a good, solid driver.

Pick up this GTS 350 and you’ll not only have a car to enjoy, you’ll also be keeping a rare piece of Holden history alive.

FOR SALE

This genuine HQ Monaro GTS 350 can be taken in several directions – keep it as is for weekend cruising, restore to original condition or take it down the restomod route.

While the engine is not the car’s factory-fitted 350, the trans and diff are believed to be original. Brakes remain factory spec (front discs) and the suspension has been lowered. Most of the interior is believed to be genuine, too. All the mods are subtle, so this car retains a factory look.

The asking price has recently been reduced to $128,500 ono, so now’s the time to pounce on this rare classic before it goes. Part trades will be considered.

For more details, contact Pete’s Classic Car Sales on 0414 387 444, or click HERE