THE axing of iconic car brand Holden is a "sad day for Australia", Mildura Holden's dealer principal says.

Paul Shelley said he was shocked by the announcement, which parent company General Motors (GM) delivered on Monday.

"It did take us by surprise, for sure," Mr Shelly said.

"It's a sad day for Australia. (Holden) have operated for over 160 years in Australia and it's sad to see such an icon...