1950 Chevy Truck
Debra and Dave Vanderlaan
Photograph - Photography
On November 3, 1911, Swiss race car driver and automotive engineer
Louis Chevrolet co-founded the Chevrolet Motor Car Company in Detroit
with William C. Durant and investment partners William Little
(maker of the Little automobile) and Dr. Edwin R. Campbell
(son-in-law of Durant) and in 1912. R. S. McLaughlin
GEO of General Motors in Canada.
Durant was ousted from the management of General Motors in 1910
for five years. He took over the Flint Wagon Works, incorporating
the Mason and Little companies.
As head of Buick Motor Company prior to founding GM,
Durant had hired Louis Chevrolet to drive Buicks in promotional races.
Durant planned to use Chevrolet's reputation as a racer
as the foundation for his new automobile company.
Actual design work for the first Chevy, the costly Series C Classic Six,
was drawn up by Etienne Planche, following instructions from Louis.
The first C prototype was ready months before Chevrolet
was actually incorporated.
Chevrolet first used the "bowtie emblem" logo in 1914.
It may have been designed from wallpaper Durant once saw
in a French hotel room.
More recent research by historian Ken Kaufmann presents a case
that the logo is based on a logo of the "Coalettes" coal company.
Others claim that the design was a stylized Swiss cross,
in tribute to the homeland of Chevrolet's parents.
December 22nd, 2012
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