Chevrolet

The Chevrolet factory was founded in 1911 by car designer Louis Chevrolet together with GMGMUnited States of America, 1998 > present8 models
240 photos
founder William C. Durant, who had previously left GM and now felt the urge to regain its lost reputation in the automotive business.

American car giant FordFordUnited States of America, 1903 > present92 models
2522 photos
11 videos
’s hugely successful Model TFord Model TUnited States of America, 1908 > 19205 versions
41 photos
2 videos
was the main rival targeted by Chevrolet’s entry into the automotive markets and the one that the brand had to compete with in order to achieve success. Chevrolet began this quest with its “Classic Six”, a 5-seat touring sedan launched in 1912 with a heavy 4.9-liter engine.

In 1916 Chevrolet’s co-founder William Durant finally had the necessary means to acquire a majority stake at GM, thanks to Chevrolet’s sales success, regaining some of the power he had lost in the company he had founded himself. A year later, Durant was already at the top of GM, as the company’s president.

Consequently, he had Chevrolet ‘absorbed’ by GM – Chevrolet became a subsidiary brand of the company it formerly held. And if it wasn’t enough, the former producer of luxury large cars (Chevrolet) was transformed into GM’s most cost-accessible car segment.   Chevrolet remained an entry-level brand until the 1950’s and 1960’s, decades in which the brand became quite influencing in the North American car market. In 1963, 10% of all cars sold in the United States were Chevrolet models.   Today, Chevrolet has a much more dynamic and diverse model line-up that includes small, medium and large passenger and commercial vehicles.

 

Chevrolet’s ‘bowtie’ logo was born and registered in 1913, consisting on the well-known metallic golden cross that still represents the brand nowadays, with only very slight retouches made through the years.

This symbol combines two different styling aspects that give the brand an image of acceptance within any social class or population segment: a traditional cross that pleases the more conservative and stability-seeking classes, together with a bright golden colour that will catch the eye of the younger and more adventurous drivers.

There are two different versions of the story that tells the origins of Chevrolet’s symbol. While it is popularly said that William Durant got his inspiration for the logo on a French hotel’s wallpaper, Durant’s wife publicly stated that his husband had seen such inspirational draft on a newspaper from the state of Virginia during a vacation around 1912.