Chevrolet: A Brief History
America was exploding with innovation, invention, and technology in the early 1900s which would lay the foundation for the modern age we live in today. The world began to operate on electricity, mankind had conquered flight, and soon everybody would own an automobile. The entrepreneurial spirit of America was in full swing and it brought immigrants from all over the world to pursue a better life. One of these immigrants’ names would become one of the most notable American car companies in American history.
A Swiss Mechanic
In 1878 on Christmas day, Louis Chevrolet was born in La Chaux-de-Fonds Switzerland. He would move to France with his parents as a boy and learned mechanical skills. As a boy, he also grew a deep interest in bicycle racing and later became a race car driver with Fiat and Buick. He made his trip over the Atlantic to explore opportunities to become an automobile mechanic. He worked in Philadelphia developing his mechanical skills and becoming one of the best mechanics of the time for Fiat.
He would soon Race for Buick as he had a deep interest in the overhead valve internal combustion engine. Chevrolet would gain rapid fame in the race car industry becoming the top driver for the Buick team and briefly holding the world's fastest land speed record of 119 miles per hour for a brief time. This got the attention of ousted GM executive William C Durant, who had controlled GM for a brief time but had lost his position due to debt liabilities.
William Durant and Louis Chevrolet
The Chevrolet Motor Company
William C Durant and Louis Chevrolet became friends through the Buick Motor Company. Durant thought that the name Chevrolet had a nice ring to it, and convinced Chevrolet to form a partnership together. The company would go on to be called the Chevrolet Motor company. Using his great mechanical skills, Louis Chevrolet developed a state-of-the-art automobile with a fresh original look, luxurious features, and most importantly to Chevrolet; lots of power.
He used a v6 overhead valve engine modeled after Buick and Walter Marr’s invention to ad considerable horsepower to the market. They both had their differences though, as Chevrolet would sell his shares to Durant and continue building and racing cars. Durant, however, would gain enough money to repurchase a controlling stake in GM, becoming the leader of the corporation a second time, and creating one of the most fierce and dramatic corporate proxy wars in American history.
The Famous Chevy Bowtie
In 1913 the Chevrolet Motor Car Company was in full swing selling the series C classic 6. In 1914 the H series Baby Grand and Royal Mail, as well as the L series model introduced the iconic bowtie emblem to the world. (More iconic logos and emblems here.) There are many myths about where the billion-dollar emblem came from. Many speculate that William C Durant had designed it from the wallpaper in a French hotel room. Others believe Chevrolet himself came up with the design and based it on the Swiss flag to commemorate his homeland.