Chevrolet Motor Company founder, Louis Chevrolet. Photo from www.wikipedia.org

On November 3, 1911, popular racer Louis Chevrolet and successful businessman William Durant created the Chevrolet Motor Company.

The Swiss born Chevrolet began racing when he was hired by Fiat. He went on to drive for Buick while he ran his own machine shop in Detroit. It was here that Chevrolet would study car and engine design.

Durant was born in Massachusetts to a wealthy family. Dropping out of school early to work for his family, Durant eventually moved to Detroit where he founded the Flint Road Cart Company. Eventually Durant got involved in automobiles and became one of the founding fathers in General Motors. He lost control of the company in 1910 which led him to enter into a partnership with Louis Chevrolet.

The partnership was started off well enough but in short order, the pair began to disagree. Chevrolet was intent on designing and building impressive powerful cars that he was proud to have represent his family name. Unfortunately, these machines were only within the reach of the very wealthy.

Louis Chevrolet in a Buick he designed, circa 1900. Photo from www.wikipedia.org

Durant wanted to compete with Ford and sell more cars to the public, and make the company a profit by selling volume. Chevrolet and Durant’s relationship was plagued with disagreements after that. Where Durant wanted to sell basic cars to the masses, Chevrolet did not want to sacrifice power and stature for an affordable car.

William Durant, President of General Motors and co-founder of Chevrolet Motor Company. Photo from www.wikipedia.org

Only four years after starting the company, Louis Chevrolet left and sold his shares to Durant. Chevrolet Motor Company later incorporated into General Motors under Durant’s guidance.

Louis Chevrolet went on to form Frontenac Motor Corporation with his brother Gaston but success eluded the racer. He died almost penniless in 1941.

Durant had become one of the most successful businessmen of the day but his path would take a different turn as well. He became GM’s president again in 1916 but lost control for the second and final time in 1920.

Starting Durant Motors in an effort to compete with his former company, Durant lost everything when the stock market collapsed. He lived on a small pension from GM and managed a bowling alley in Flint, Michigan, until his death in 1947.

General Motors and Chevrolet continue to thrive worldwide making that moment in 1911 one of the most significant in the company’s history.