Logo
Globally recognized today, the Chevrolet bowtie logo was introduced by company co-founder William C. Durant in late 1913. But how it came to be synonymous with the brand is open to wide interpretation.
Durant’s version of how the logo came into existence is well known. The long-accepted story, confirmed by Durant himself, was that it was inspired by the wallpaper design in a Parisian hotel.
According to The Chevrolet Story of 1961, an official company publication issued in celebration of Chevrolet's 50th anniversary:
“It originated in Durant's imagination when, as a world traveler in 1908, he saw the pattern marching off into infinity as a design on wallpaper in a French hotel. He tore off a piece of the wallpaper and kept it to show friends, with the thought that it would make a good nameplate for a car.”
History
Chevrolet was founded by Louis Chevrolet, Arthur Chevrolet, and William C. Durant on November 3, 1911, in Detroit, Michigan. The company was initially called the Chevrolet Motor Car Company and began producing cars that were designed to compete with the Ford Model T. After a series of financial struggles, Durant used Chevrolet to acquire a controlling stake in General Motors, with a reverse merger occurring on May 2, 1918.
Under the leadership of Alfred Sloan, Chevrolet became the volume leader in the General Motors family, selling mainstream vehicles to compete with the Model T. The Chevrolet International overtook Ford as the best-selling car in the United States by 1929. In the following years, Chevrolet expanded its product line to include a range of vehicles, from subcompact cars to medium-duty commercial trucks.
Chevrolet-branded vehicles are sold in most automotive markets worldwide. In Europe, Chevrolet was relaunched in 2005, primarily selling vehicles built by GM Daewoo of South Korea with the tagline "Daewoo has grown up enough to become Chevrolet". However, GM reversed this move in late 2013, announcing that the brand would be withdrawn from Europe from 2016 onward, with the exception of the Camaro and Corvette. In Oceania, Chevrolet was represented by Holden Special Vehicles until 2021, and General Motors Specialty Vehicles took over the distribution and sales of Chevrolet vehicles starting with the Silverado.
Today, Chevrolet remains a significant division of General Motors, offering a wide range of vehicles to customers around the world. The brand is known for its innovative designs, performance-focused vehicles, and affordable pricing.
