Chevrolet was founded by Louis Chevrolet and Billy Durant in Detroit, Michigan in November 1911. Durant teamed up with several partners to create the new automobile brand and hired Chevrolet for several high-profile and promotional races. Durant believed that with Chevrolet’s reputation as a racer, he would help boost sales and brand recognition. Chevrolet eventually sold his share of the company to Durant in 1914 over differences in design ideas and in 1917, Durant became president of his former company, General Motors. Chevrolet was merged into the company as a separate division. The popularity of Chevrolet in the 1960s and 1970s saw the brand become one of America’s best-selling automobiles.
A well-known brand 100 years on
Since these early years, Chevrolet has created hundreds of cars and trucks and has come to be known as the ‘embodiment of American ingenuity’. Now one of the world’s largest automobile brands, Chevrolet is celebrating over 100 years of worldwide success. In 2010, Chevrolet began work on the electric Chevrolet Volt which, according to en.wikipedia.org/wiki/Chevrolet, was announced as the 2012 North American Car of the Year, the European Car of the Year and the World Green Car of the Year.
According to chevrolet.co.uk, Chevrolet are currently ‘in the midst of the most aggressive product transformation’ of the brand’s 100-year history. With the Corvette Stingray and Silverado 1500 winning the prestigious 2014 North American Car and Truck of the Year award respectively, it is clear to see that Chevrolet still remains on top in the world of automobiles.
Some models produced by Chevrolet are truly iconic, for example, the 1913 ‘Royal Mail’ Roadster, which was one of the first models bearing the Chevrolet bowtie badge. Others include the 1932 Chevrolet Sport Roadster, the 1936 Chevrolet Suburban and the 1948 Chevrolet Pickup, which is well-known for being both versatile and reliable and is still popular today. Many more iconic models are detailed on media.gm.com, which refers to Chevrolet as one of the best-known automotive brands not only in America, but globally.
The Chevrolet bowtie badge
The Chevrolet bowtie badge was first introduced by Durant in 1913. According to an article published on www.chevrolet.com/culture/article/bowtie-history.html, there are many theories as to where the idea for this badge originated. Durant himself claimed that he took the idea from a design on the wallpaper adorning the walls of a Parisian hotel he once stayed in. His daughter claimed that he sketched the logo on a dinner napkin and in an interview with his widow, it was suggested that the emblem was actually inspired by a newspaper ad first released in 1912. Other theorists suggest that it is a stylised version of the Swiss flag. Regardless of its origins, there is no doubt that it is now one of the most recognised logos in the world.