On November 3, 1911, Swiss racecar driver Louis Chevrolet and William C. Durant, the ousted founder of General Motors, teamed up to create what would become one of the most iconic car brands in the world — the Chevrolet Motor Car Company.
Durant had previously hired Chevrolet to race Buicks in promotional events during his time as head of Buick. Seeing the value in Chevrolet’s racing fame, Durant envisioned building a new automobile company around the driver’s reputation for speed and skill.
Just a year later, the first Chevrolet — the Classic Six — rolled off the factory floor. With a base price of $2,250 (roughly $76,000 today), it was a luxury car for its time. Only two Classic Sixes are known to exist today: one partially restored at the Reynolds-Alberta Museum in Canada, and one fully restored and running at the Alfred P. Sloan Museum in Flint, Michigan.
The Birth of the Bowtie
In 1914, Chevrolet introduced its now-famous bowtie emblem. The origins of the logo are a bit of a mystery — some say Durant was inspired by wallpaper he saw in a French hotel, while others believe it was based on a logo from the “Coalettes” coal company. Another theory holds that it’s a stylized Swiss cross, honoring Chevrolet’s homeland.
Joining General Motors and Driving Innovation
After General Motors acquired Chevrolet in 1918, the brand quickly became one of America’s favorites. By 1922, Chevy had produced its one-millionth vehicle, and the company continued to lead the industry with practical innovations.
In the 1920s, Chevrolet helped make car ownership attainable for working-class Americans. The 1923 Superior, priced at about $490, brought affordable transportation to millions. By 1927, Chevrolet became the first U.S. automaker to sell over one million cars in a single year.
Chevrolet was also a pioneer in vehicle technology. It was among the first automakers to replace the dangerous hand crank with a self-starter and the first to standardize electric headlamps in affordable cars.
In 1922, Chevy even offered one of the earliest car radios — though it wasn’t exactly compact. The optional $200 accessory came with a roof antenna, large batteries, and bulky speakers. While radios wouldn’t become standard until the 1960s, Chevrolet helped pave the way for in-car entertainment.
The Suburban and the SUV Legacy
In 1934, Chevrolet introduced the Suburban, one of the first metal-bodied station wagons and the ancestor of the modern SUV. It holds the record as the longest-running automobile nameplate in history. Fittingly, in 2019, the Suburban became the first vehicle to receive a star on the Hollywood Walk of Fame, having appeared in over 1,750 films and TV shows since 1952.
The Corvette: America’s Sports Car
The 1950s and 1960s were a golden age for Chevrolet. In 1953, the company launched the Corvette, the first mass-produced car with a fiberglass body. Sleek, sporty, and distinctly American, the Corvette became an instant icon. The model has been in continuous production ever since, making it the longest-running passenger car still in production today.
A Global Brand with American Spirit
Today, Chevrolet vehicles are sold in over 100 countries, and more than 200 million Chevrolets have been built since 1911. From its racing origins to its role in shaping American car culture, Chevrolet remains a symbol of innovation, endurance, and the open road.