The Chevrolet company was started by Will Durant in 1911 in Detroit. The success of Chevrolet in its first few years of existence gave Will Durant the power and influence to gradually buy back into General Motors. Within a few short years – by 1917 – he had acquired a controlling interest in General Motors again.
Durant was instrumental in reorganizing General Motors as well as forming a new company in Canada – General Motors of Canada. From that day till the present General Motors has remained an integrated North American company with approximately 20% of its manufacturing capacity located in southern Ontario, Canada.
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In those early days “Chevy” was an innovative brand which had carved out a distinctive niche – to attempt to provide a better alternative to the “everyman” customer who had come to identify with Henry Ford’s early vehicles. As early as 1918 Chevrolet introduced a production V-8 engine, an overhead valve inline six cylinder engine, more advanced carburetors, the three speed transmission, and a five seater touring vehicle. By 1931 General Motors had climbed to the number one position in world wide vehicle sales, a position it would retain until 2007 when Toyota claimed the position.