Chevrolet "bowtie" logo (revised in 2010).
Chevrolet was founded by Louis Chevrolet (Swiss-French) and William C. Durant (American). Louis Chevrolet was a race-car driver, and William Durant, founder of General Motors, had been forced out of GM in 1910.
He wanted to use Chevrolet's designs to rebuild his own reputation. As head of Buick Motor Company, prior to founding GM, Durant had hired Chevrolet to drive Buicks in promotional races.
Chevrolet first used its "bowtie" logo in 1913. It is said to have been designed from wallpaper Durant once saw in a French hotel. More recent research by historian Ken Kaufmann presents a compelling case that the logo is based from a logo for "Coalettes".
In 1915, Durant was in the process of setting up Chevrolet production facilities in Toronto, Canada. Later that year, during a luncheon meeting in New York with "Colonel Sam" McLaughlin, whose McLaughlin Motor Car Company manufactured McLaughlin-Buick cars, it was agreed that Chevrolets with McLaughlin-designed bodies would be added to the Canadian company's product line. Three years later, the two Canadian operations (Chevrolet was by then a part of GM in the United States) were bought by GM to become General Motors of Canada Ltd.
By 1916, Chevrolet was profitable enough to allow Durant to buy a majority of shares in GM. After the deal was completed in 1917, Durant was president of General Motors, and Chevrolet was merged into GM, becoming a separate division. In the 1918 model year, Chevrolet introduced the Model D, a V8-powered model in four-passenger roadster and five-passenger tourer models. These cars had 288in3 35 hp (26 kW) engines with Zenith carburetors and three-speed transmissions.
Chevrolet had a great influence on the American automobile market during the 1950s and 1960s. In 1957, Chevy made the first fuel injected engine. In 1963, one out of every ten cars sold in the United States was a Chevrolet.
The basic Chevrolet small-block V-8 design has remained in continuous production since its debut in 1955, longer than any other mass-produced engine in the world, although current versions share few if any parts interchangeable with the original.
The Chevrolet brand is currently undergoing a product restructuring in North America along with all other GM brands in order to fit into the parent company's turnaround efforts.
Much of the material on this website is copyrighted. Original articles appearing herein are subject to copyright. Please don't copy stuff from the site without asking; it may belong to someone! Any trademarks appearing on this site are the sole property of the registered owners. No endorsement by trademark owners is to be construed. The products, brand names, characters, related slogans and indicia are or may by claimed as trademarks of their respective owners. Every effort has been made whenever possible to credit the sources. The use of such material falls under the Fair Use provisions of intellectual property laws.