Founded in 1911, the Chevrolet brand is the top selling marque within the General Motors family and is the best-known GM nameplate. Chevrolet is virtually synonymous with General Motors. Chevrolet was co-founded by Louis Chevrolet and William C. Durant, the former a race car driver, and the latter the founder of General Motors. Prior to creating General Motors, Durant was head of Buick and in that capacity hired Louis Chevrolet to drive his cars in motor races to promote the brand. Durant’s tenure as the founder of GM was short lived and he found himself forced out of the company in 1910. Keen to re-establish his credibility in Detroit and in the fledgling US motor industry, Durant formed an alliance with Louis Chevrolet to found the company that would make use of Chevrolet’s designs for a new range of vehicles in 1911. Two years later the famous Chevrolet “bowtie” was adopted as the company logo. Two theories exist as to the origins of the logo. One favours the story that it was an adaptation of a pattern featured on wallpaper seen by Durant in a French hotel, while the other suggests that the logo was a stylised adaptation of the cross on the Swiss national flag, paying homage to Louis Chevrolet’s Swiss nationality.
Founded: November 3, 1911
Headquarters: Detroit, Michigan, United States
Official Name: Chevrolet Division of General Motors Company
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