Chevrolet celebrates a century of car production

Chevrolet built its first car in 1911 in a rented garage in downtown Detroit. Since then it has enjoyed a meteoric rise, becoming one of the world’s largest car brands.

In the last 100 years Chevrolet has produced 209 million cars and trucks, and is currently represented in more than 140 countries, with over 60% of total production going outside America.

Despite recent upheaval and decay within the American car market Chris Perry, vice president, global marketing and strategy, says: “We have great plans for Chevrolet’s next 100 years. Chevrolet starts its second century with its best product line-up ever and strong growth in major markets in Asia, Europe and South America.”

Perry goes on to stay that Chevrolet’s strength lies in its American values. He says the company will embrace these values as they look to further increase their market share around the world. Its list of top 10 markets now includes China, Russia, Uzbekistan and India, a far cry from its traditional strongholds.

Chevrolet has adapted its global strategy to effect this change. It now produces the economical Chevrolet Cruze and a new Malibu will be launched this autumn with the Malibu Eco included in its range.

Chevrolet has innovated throughout the last 100 years, including the Chevrolet Volt (Extended range electric vehicle) and the small block V8, which made V8 performance accessible to the masses in the mid 1950’s.

Whatever the future holds Chevrolet will try to keep the values of its two founders, William Durant and the Swiss-born race car driver Louis Chevrolet. They believed Chevrolet should offer cars with more style than the volume leaders of the time and Perry believes Chevrolet has, and will stay true to their vision.