“How Chevrolet uses sponsored theatrical motion pictures to promote its products.”
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Chevrolet (pron.: /ʃɛvrəˈleɪ/), also known as Chevy, is an American brand of vehicle produced by General Motors (GM). Chevrolet was founded by Louis Chevrolet and ousted General Motors founder William C. Durant on November 3, 1911. In 1918 it was acquired by General Motors.
Chevrolet was positioned by Alfred Sloan to sell mainstream vehicles to compete with Henry Ford’s Model T in the 1920s, with “Chevrolet” or “Chevy” being synonymous with GM. In North America, Chevrolet produces and sells a wide range of vehicles, from subcompact automobiles to medium-duty commercial trucks, whereas in Europe, the brand name is used mainly for automobiles produced in Korea by General Motors…
On November 3, 1911, Swiss race car driver and automotive engineer Louis Chevrolet co-founded the Chevrolet Motor Car Company in Detroit with William C. Durant and investment partners William Little (maker of the Little automobile) and Dr. Edwin R. Campbell (son-in-law of Durant) and in 1912 R. S. McLaughlin GEO of General Motors in Canada.
Durant was ousted from the management of General Motors in 1910 for five years. He took over the Flint Wagon Works, incorporating the Mason and Little companies. As head of Buick Motor Company prior to founding GM, Durant had hired Louis Chevrolet to drive Buicks in promotional races. Durant planned to use Chevrolet’s reputation as a racer as the foundation for his new automobile company.
Actual design work for the first Chevy, the costly Series C Classic Six, was drawn up by Etienne Planche, following instructions from Louis. The first C prototype was ready months before Chevrolet was actually incorporated.
Chevrolet first used the “bowtie emblem” logo in 1914. It may have been designed from wallpaper Durant once saw in a French hotel room. More recent research by historian Ken Kaufmann presents a case that the logo is based on a logo of the “Coalettes” coal company. Others claim that the design was a stylized Swiss cross, in tribute to the homeland of Chevrolet’s parents.
Louis Chevrolet had differences with Durant over design and in 1915 sold Durant his share in the company. By 1916, Chevrolet was profitable enough with successful sales of the cheaper Series 490 to allow Durant to repurchase a controlling interest in General Motors. After the deal was completed in 1917, Durant became president of General Motors, and Chevrolet was merged into GM as a separate division. In 1917, Chevrolet’s factories were located at New York City; Tarrytown, N.Y.; Flint, Michigan; Toledo, Ohio; St. Louis, Missouri; Oakland, California; Fort Worth, Texas, and Oshawa, Ontario. In the 1918 model year, Chevrolet introduced the Series D, a V8-powered model in four-passenger roadster and five-passenger tourer models.
Chevrolet continued into the 1920s, 1930s, and 1940s competing with Ford, and after the Chrysler Corporation formed Plymouth in 1928, Plymouth, Ford, and Chevrolet were known as the “Low-priced three”. In 1933 Chevrolet launched the Standard Six, which was advertised in the United States as the cheapest six-cylinder car on sale.
Chevrolet had a great influence on the American automobile market during the 1950s and 1960s. In 1953 it produced the Corvette, a two-seater sports car with a fibreglass body. In 1957 Chevy introduced its first fuel-injected engine, the Rochester Ramjet option on Corvette and passenger cars, priced at $484. In 1960 it introduced the Corvair, with a rear-mounted air-cooled engine. In 1963 one out of every ten cars sold in the United States was a Chevrolet.
The basic Chevrolet small-block V-8 design has remained in continuous production since its debut in 1955, longer than any other mass-produced engine in the world, although current versions share few if any parts interchangeable with the original. Descendants of the basic small-block OHV V-8 design platform in production today have been much modified with advances such as aluminium block and heads, electronic engine management, and sequential port fuel injection. Depending on the vehicle type, Chevrolet V-8s are built in displacements from 4.3 to 9.4 litres with outputs ranging from 111.394 horsepower (83.066 kW) to 994 horsepower (741 kW) as installed at the factory. The engine design has also been used over the years in GM products built and sold under the Pontiac, Oldsmobile, Buick, Hummer, Opel (Germany), and Holden (Australia) nameplates.
In 2005, General Motors re-launched the Chevrolet marque in Europe, using rebadged versions of the Daewoo cars produced by GM Korea.
The Chevrolet division is currently recovering from the economic downturn of 2007–2010…