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Concept
Chevrolet
Summary
Chevrolet (ˌʃɛvrəˈleɪ ) (colloquially referred to as Chevy and formally the Chevrolet Motor Division of General Motors Company) is an American automobile division of the manufacturer General Motors (GM). Louis Chevrolet (1878–1941), Arthur Chevrolet (1884–1946) and ousted General Motors founder William C. Durant (1861–1947) started the company on November 3, 1911 as the Chevrolet Motor Car Company. Durant used the Chevrolet Motor Car Company to acquire a controlling stake in General Motors with a reverse merger occurring on May 2, 1918, and propelled himself back to the GM presidency. After Durant's second ousting in 1919, Alfred Sloan, with his maxim "a car for every purse and purpose", would pick the Chevrolet brand to become the volume leader in the General Motors family, selling mainstream vehicles to compete with Henry Ford's Model T in 1919 and overtaking Ford as the best-selling car in the United States by 1929 with the Chevrolet International.
Chevrolet-branded vehicles are sold in most automotive markets worldwide. In Oceania, Chevrolet was represented by Holden Special Vehicles, having returned to the region in 2018 after a 50-year absence with the launching of the Camaro and Silverado pickup truck (HSV was partially and formerly owned by GM subsidiary Holden, which GM retired in 2021). In 2021, General Motors Specialty Vehicles took over the distribution and sales of Chevrolet vehicles in Oceania, starting with the Silverado. In 2005, Chevrolet was relaunched in Europe, primarily selling vehicles built by GM Daewoo of South Korea with the tagline "Daewoo has grown up enough to become Chevrolet", a move rooted in General Motors' attempt to build a global brand around Chevrolet. With the reintroduction of Chevrolet to Europe, GM intended Chevrolet to be a mainstream value brand, while GM's traditional European standard-bearers, Opel of Germany and Vauxhall of the United Kingdom, would be moved upmarket. However, GM reversed this move in late 2013, announcing that the brand would be withdrawn from Europe from 2016 onward, with the exception of the Camaro and Corvette.
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