At the beginning of the development of automotive industry new vehicles often bore the names of their creators. Thus it happened with the Chevrolet brand. Swiss Louis Joseph Chevrolet (1878-1941) was a famous racing driver and mechanic but never was the owner of the company, which bore his name.
Louis Chevrolet was one of seven children of the poor watchmaker in the Swiss town of La Chaux-de-Fond. When he was 10 years old, his family looking for a better life moved to France, where a bright boy was able to finish high school and then got a job in automobile company "Mors". There he became interested in vehicles and became the official racing driver of the company. Actually none of the sport events of that time were hold without participation of "Morse". Louis Chevrolet was one of the drivers of those "Morse". Received good skills in the automotive industry and sport he went to Canada along with his brothers Arthur and Gaston and in 1900 went to the United States. He began his work as a representative of the French automobile plant "De Dion Bouton" in the United States. However, he interested more with racing than with automobile business. Five years Louis participated in all local competitions until in 1905 he got the right to participate in Vanderbilt Cup. But in that cup he was not lucky - in the seventh circle his "Fiat" was crashed. Nevertheless, brave and determined racing driver drew attention of industrial aces of the United States of America. Among them was William Durant who was able to join a number of different automobile companies under the name of "General Motors" by that time. In 1909 Durant invited Louis Chevrolet to become a racing driver of "Buick". He won three important racing competitions in 1909 and became 11th racer among the top racers’ rating at Vanderbilt cup competitions.
Before the First World War he was among the best racers of USA.
In 1911 Chevrolet Motor Cars Company was found in Detroit and it was not the best period of development for General Motors.
Its head - W. Durant - put it on the brink of bankruptcy thoughtlessly buying up unprofitable automobile companies. In addition, he began to lose money on a stock exchange speculation in securities and was forced to find financial resources in banks. Banks decided invest in General Motors 15 million USD in case if W. Durant should leave his position. However, he did not leave hope again to take the reins of the company in his hands. To achieve this goal it was for him to hire Louis Chevrolet – well-known racing driver at that time.
W. Durant decided to do business on behalf of the famous sportsman. In 1911 he proposed Louis leave the racing and to start production of his own vehicle and Louis agreed. "General Motors" experts developed project of the new vehicle, W. Durant has invested a lot of money into the project and Chevrolet gave the vehicle its name that was already well-known to the most of Americans. It served as a guarantee of future success.
Chevrolet first used the "bowtie emblem" logo in 1914. We have all heard the legend how Durant copied the bowtie design from the wallpaper in a Paris Hotel. 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.
Chevrolet emblem has become one of the most popular and powerful symbols in advertising. Over the years, Chevrolet brand rightfully earned the love of customers and well known by experts around the world. It’s a symbol of America and American automobile industry.