Nor a successful manager like the creator of Chrysler. He was an ordinary racer. All he had was his name, whose fame others took advantage of. They took advantage of it - successfully for themselves and cynically in relation to its owner
Although Chevrolet is a purely American car, the person who gave it his name was never an American. Louis Chevrolet was born in Switzerland, graduated from school in France, and got a job at the Mors automobile company there. In cars, Louis appreciates speed most of all, so he soon becomes the company's official racer. Then he moved to Canada, and from there in 1900, as a representative of the French car factory De Dion Bouton, he made his first trip to America.
For five years he has been participating in many American races. Chevrolet does not earn much popularity, but in the end it is awarded the right to participate in the prestigious Vanderbilt Cup race, for the American Millionaire Vanderbilt Cup. But here's the annoyance, on the seventh lap his car crashes.
“It doesn’t happen to anyone, but the guy is good,” perhaps the head of Generals Motors, William Durant, who is present at the ill-fated race for Chevrolet, thinks so. The car magnate takes note of Louie. In 1909, Durant invited him to become a Buick branded racer, by that time a division of GM. Here in the life of the racer begins a high-speed lane: he wins three important victories, takes an honorable 11th place in the Vanderbilt Cup competition. They talk about him. His name becomes famous.
Ten years ago, European markets appeared Chevrolet Lacetti- a car that has become a bestseller in a number of countries. But this event, like many others, could not have happened if the founder of the brand, Louis Chevrolet, had not been born just over 100 years ago.
Louis-Joseph Chevrolet was born on December 25, 1878 in the quiet Swiss village of Neuchâtel. Being one of the many children of a master watchmaker, he was supposed to inherit his father's craft. Therefore, it is not surprising that from an early age, Louis-Joseph literally registered in the workshop and enthusiastically examined the intricate mechanisms. The boy was fascinated by the beauty and accuracy of the instruments that came out from under the hands of his father, and he began to learn with pleasure the basics of the profession of a watchmaker and mechanics as such.
In 1886, the family decided to move to France, which at that time was one of the most technologically advanced countries. It was there that they became widespread latest achievements transport technology- a bicycle, and then a car. When it came time to look for work, Louis-Joseph got a job in a bike shop. And since the fashion for bicycles in the 90s of the XIX century was rampant, he himself did not escape this hobby. The young man not only assembled and repaired bisiclets, as these mechanisms were then called, but also participated in competitions. Endowed by nature with a tall stature and a strong physique, Louis won about three dozen major French races and became famous in sports circles. Yes, and prize money was by the way, helping to support parents and a large family.
In 1899, a young man came to Paris and became interested in another technical innovation- by car. Then the city was considered the automobile capital of Europe, and more there were no workshops and garages anywhere in the world. Louis got a job at Mors, one of the most successful automotive companies of his time, where he quickly figured out all the intricacies automotive technology. Then he acquired the skills of driving a car and even began to try himself as a racer. Spinning in automotive environment, Chevrolet was well aware of the beginning of the rapid development of the automotive business overseas, and therefore, having assessed its prospects in this area, decided to move to America.
in the new world
The calculation turned out to be correct: a young mechanic who arrived in the USA in 1905 did not remain without work. At first he sold wine pumps of his own design, then he worked in small garages, then as a hired driver. At the same time, he participated in local car races, many of which he won, and eventually made a name for himself. He began to be considered a worthy opponent of the great Barney Oldfield, the most famous American racing driver. High sports results and Chevrolet's driving style - impudent and at the same time prudent - attracted the attention of specialists. One of them was William Crapo Durant, founder of the company. General Motors. It was he who, in 1908, offered Chevrolet a place as a driver in the Buick factory team.
However, in the new place, Louis worked for a relatively short time. His patron left GM with a scandal, however, even after leaving the company, he did not forget about his protégé and suggested that the racer create ... a new automobile company. The name was determined immediately: Chevrolet Motor Car Company. Durant calculated everything correctly, because turning his name into a brand and designing cars was Louis's long-standing dream. In addition, it fueled the pride of the athlete.
The company was registered on November 6, 1911. It was formed mainly with Durant's money, although Chevrolet also contributed. In addition, he designed cars for production at a new enterprise. So the racer became the chief designer of Chevrolet. Products new brand was inexpensive, completely perfect and unpretentious, so it was a success with customers. The creation and production of cars available to the mass buyer has become the main goal of the Chevrolet designer. But Durant wanted to bet on expensive models, and as a result, the partners parted ways.
In 1913, Louis Chevrolet left the company in his name and even sold all the shares. The last decision turned out to be wrong. Over time, these papers rose in price so much that they could provide him with a comfortable existence for the rest of his life. But it turned out the way it did. Moreover, the racer left the companion all the rights to the cars designed by him, as well as the right to use his name as a brand. Alas, the business was not strong point Louis Chevrolet, he was more interested in solving technical problems and auto racing.
However, the previous success in motorsport could not be repeated. To build enough fast cars, Louis together with his brother founded new company- frontenac motor corporation. Things went well, the company's products began to win prizes in American races, but business development was suddenly interrupted by the death of his brother during one of them. And since Louis himself did not become a true entrepreneur, the company went bankrupt. Further attempts by the aging rider to establish their own business were not crowned with success.
As a result, in his old age, Chevrolet was forced to take up the old craft of an auto mechanic and work for hire. The irony of fate was that one of his last jobs was General Motors, which already included the Chevrolet brand. In 1938, the former racing driver and businessman retired and moved with his wife to Florida. A couple of years later, he became seriously ill and had to have his leg amputated. Louis Chevrolet never recovered from this operation, dying on June 6, 1941.
The story goes on
Meanwhile, the company he founded continued to live. Durant made her the main one in General Motors, which he managed to briefly return to his control. And even after his repeated departure from there, Chevrolet remained the leading brand of the corporation for many years. Thanks to its products, GM in the late 1920s managed to take first place in the United States in terms of car production, displacing the age-old competitor Ford motor company.
The brand largely retained the spirit of innovation that Louis Chevrolet brought when it was created. It was in this company that after the Second World War, for the first time in the history of the American automotive industry, a small car project was developed, which, however, had to be frozen, since consumers were more impressed by large luxury cars. In 1950, the company was one of the first to massively apply automatic boxes gears, and the most famous post-war Chevrolet model was the only one in America serial sports car Corvette, which was released in 1953. This car became a symbol of its time and largely determined the automotive fashion. At the end of 1958, the brand offered customers a series of cars with completely new original bodies, powerful 6- and 8-cylinder engines and automatic transmissions.
Cars brand Chevrolet today known throughout the world. In 2008 it was the best-selling brand in Russia.
Louis Chevrolet was one of the seven children of a watchmaker in the Swiss town of Chaux-de-Fonds. When he was 10 years old, his family moved to France in search of a good life, where the boy graduated high school.
At that time, France was the world leader in the automotive industry, and almost any smart mechanic tried to build cars in a backyard workshop. To gain experience and knowledge, Chevrolet got a job at the Mors automobile company. Here he became addicted to cars for life and became the official racing driver of this company. Almost none of the sports of that time could do without the participation of "Morsov" in them. One of which was invariably driven by Louis Chevrolet.
In 1909, Mr. Durand, head of General Motors, invited Louis Chevrolet to become Buick's signature racer. After that, the star of Louis Chevrolet shone with unprecedented brightness. In 1909, he won three important victories at once and took an honorable 11th place in the Vanderbilt Cup competition. Prior to the First World War, he was one of the best racing drivers in America.
Louis Chevrolet and William Durand
Enterprising Duran decided to recreate the business in the name of a famous athlete. In 1911, he invited Louis to take up the production of his own car and he accepted the offer. The project of the new car was developed by General Motors specialists, Duran invested a lot of money in the project, and Chevrolet gave the car its name, already well known to most Americans. This was the key to future success. So on November 3, 1911, one of the most famous automobile brands, Chevrolet, was born.
The brand name appeared at the company later - in 1914. The story goes that the famous "cross" or, as it is also called, "bow tie", was part of the wallpaper of the Parisian hotel in which the young Durand lived back in 1908. Having kept a piece of wallpaper in his wallet as a souvenir, he brought it to America and, showing his friends, explained: “This should be the emblem of a car - it will help him move to infinity.”
Indeed, the emblem Chevrolet became one of the most branded and famous symbols in the advertising business. Over the years of its existence, the brand has gained the love of buyers and the recognition of specialists, and its cars have not only gone down in history - they themselves are history, a living symbol of America and the American automotive industry to this day.
Chevrolet in the period 1911-1934
The first Chevrolet Classic-Six was created on October 3, 1911. Some said that William Durant made the first car of the Chevrolet brand almost alone, while others filmed that he only made the general concept of a new car. It was a traditional American four-seater with a 6-cylinder engine with a capacity of 30 Horse power. But the price - $ 2,500 - was exorbitant for the buyer, and therefore the car did not win laurels. The then popular Ford T cost 5 times cheaper.
Duran realized that the key to success lies not in the exclusivity of the car, but in its simplicity and cheapness. He moved away from the production of chic models and began producing inexpensive 4-cylinder cars - an open passenger car Baby and a sporty Royal Mail.
In 1916, on their basis, the Chevrolet-490 was created, which brought the company great fame. These are cheap but reliable machines became as popular as Fords. They were 4-cylinder engines with a volume of 2.8 liters.
The car turned out to be so successful that it was produced until 1922 and gave life to at least famous model Superior, which lasted until 1927.
The Chevrolet-490 had a simple 3-speed gearbox, both rigid axles were suspended on springs. As in the Fords, everything was simplified to the limit, however, these cars had electric headlights and a starter, which was then a rarity even for expensive cars. It was with the 490th model that Chevrolet began specializing in the cheapest and simplest cars that brought it worldwide fame.
Chevrolet-490, the first truly popular car of the brand, was very simple, but also cheap, which brought him the well-deserved fame.
By forming a new firm and flooding the market with cheap and popular cars brand Chevrolet, Durant made a lot of money and decided, no less, to add automobile giant General Motors to the tiny Chevrolet. And he succeeded. Duran was able to buy out a controlling stake in General Motors and again sat in the chair of the chairman of the board. Chevrolet became part of the concern, and its cars became the main products of the auto giant.
Before joining the General Motors empire in 1917, the company introduced several more models, notably the Little Six and the H series. Well, in the next decade, the division with a cross on the grille became the flagship of GM, selling up to a million cars a year.
In the future, William Durant soon went bankrupt again and was expelled from the General Motors concern he had created. Louis Chevrolet worked in his company for only 2 years and again went into motorsport, and then created a company for the production of racing cars"Frontenak", which he himself rode. He no longer had anything to do with the Chevrolet company, but until the end of his days he was pleased that one of the largest automobile companies in the world bears his name. In his declining years, he fell seriously ill and died in 1941, forgotten by almost everyone.
135 years after the birth of Louis Chevrolet, as a memory of the designer-racer, only the world has remained famous brand cars. They are manufactured by General Motors. These factories located in the USA, Canada, Brazil, Mexico, Argentina in 2002 produced 2 million 263 thousand cars, SUVs, sports cars, minivans, pickups and vans.
Chevrolet today
In 1980, the Citation subcompact was released - the first Chevrolet model with front-wheel drive. In 1981, the first Cavalier appeared.
Cavalier was conceived to exceed all customer expectations imported cars. And so it happened. The Cavalier quickly becomes America's best-selling car in 1984 and 1985. In 1982, modified camaro model voted "Car of the Year" by Motor Trend magazine. In the same year, the S-10 pickup was released.
Chevrolet Citation - first front wheel drive car Chevrolet.
In 1983, the Blazer S-10 was born, quickly becoming the market leader in all-wheel drive vehicles. In the mid 80's production program Chevrolet listed two three-door SUVs named Blazer: the small S/T series Blazer (4.3 meters long) and the large C/K series Blazer (4.7 meters long).
The machines differed not only in size, but also in design. With the Blazer model of the C / K series was unified Chevrolet Suburban 5.57 meters long. Some versions Blazer models the S/T series were named Tahoe and Sport. Only in 1995 it was decided to separate these cars into different niches: the small Blazer S / T was simply called Blazer, and the large Blazer C / K received a new name. Chevrolet Tahoe.
One of the largest and roomy SUVs Chevrolet Suburban.
In 1984 appeared new corvette generations, and in 1985 - camaro car IROC-Z.
"Serious" modification of the Camaro - chevrolet camaro IROC-Z.
In 1986, Corvette was equipped with anti-lock braking system Bosch ABS II. The Corvette convertible opened the Indy 500 race. In 1988, the Corsica and Beretta models were released. There are also new S/K pickups. In 1990, the two-seater Lumina Coupe - sedan and Lumina APV were introduced.
In 1991, the new Caprice Classic LTZ was released, which was named "Car of the Year" in the Motor Trend magazine competition. In 1992, new four-wheel drive vehicles- Blazer and Suburban. Together with them comes out completely new pickup S/K. The old V8 was updated and entered the 1990s with the LT1, a second-generation compact unit that won numerous awards.
Along with sports Chevrolet models Corvette and Chevrolet Camaro SUVs Blazer and Trail Blazer are popular, at one time they were even produced in Russia at the Yelabuga automobile plant. And today Chevrolet is made in Tolyatti - these are SUVs Chevrolet Niva. By Russian roads there are already more than 25 thousand of these cars, produced by General Motors in conjunction with Russian enterprise VAZ.
There are things that are known to the whole world, and we use their names every day. But, rarely do we know their creators. A prime example of this would be chevrolet cars- known all over the world, and their creator, Louis Chevrolet - whose name is rarely remembered even in the circles of motorists. Louis Chevrolet was one with the car. Nobody could imagine him without this means of transportation. They seemed to merge into one powerful mechanism striving forward.
Biography.
The surname of a famous mechanic, translated from a distorted French means " goat milk". In general, this is not surprising. Louis was born in Switzerland, in big family, in an area famous for its dairy products. The boy's father worked as a watchmaker. This business was not very profitable, and he hardly supported a family in which there were neither more nor less - seven children.
Louis liked his father's work, and from an early age she spent a lot of time in the workshop, studied with her father and helped him. The boy showed no interest in studying. Because of this, parents often worried, and they were only reassured by the fact that Louis was constantly looking for work in order to earn extra money and help the family.
In 1886, when Louis Chevrolet was just eight years old, his family moved to France. This period was special for France - it once stood on the threshold of new discoveries and achievements, many unique inventions that were closely related to technology. That is why it was the perfect time for a teenager who was fond of technology. Louis plunged into the world of spokes, steam engines and wheels. Pretty soon, he gets a job at a bicycle repair shop. Having good teachers, there he improves his level of knowledge in technology, and begins to master cars, or, as they were then called "self-propelled carriages."
But the young Swiss showed himself not only in this. After all, where there are bicycles, there are races on them. Already at that time, the first bicycle races appeared, in which a strong two-meter guy showed himself quite successfully.
In a local French newspaper, even in 1895, an article was published in which it was reported that Louis Chevrolet won first place in a bicycle race that took place in Burgundy. This event was the start for Louis. First, as a racer. For the next three years, he actively participated in races throughout France, won 28 competitions, even "infected" his younger brothers and sisters with his passion for this sport. In addition, it was not only a hobby and passion young man, it was also a good income - bonuses for winnings were enough for the life of the whole family.
This time was marked by another event, which, according to legend, became decisive in the future life of Chevrolet and in his love for cars. One day, the workshop in which Louis worked received a call to repair the steam car. Sent to fulfill the order of Louis. Vanderbilt, the famous American financier and millionaire, turned out to be the owner of the faulty tricycle. And by coincidence - the organizer and sponsor of the races that were held in those days in New York.
The rich American liked the prompt and skillful work of the young Frenchman so much that he personally thanked him and issued truly prophetic words that if Louis moves across the ocean, then unprecedented success awaits him there.
It is not known for certain how much influence that meeting had on Chevrolet's previous plans, but already in 1899 he moved to Paris, trying to be as close as possible to the center of the French automobile industry. Here he changes several auto repair shops, in which he studies the structure of the car, all its features, engines internal combustion, and also saves money for such a coveted "overseas" ticket. At the beginning of the 20th century, he nevertheless went to conquer America. At this time, William Durant is expanding his activities in America. He had already been expelled from General Motors, and he decided to use young talents to his advantage, of which he chose the young Chevrolet as the main one.
And yet I'm a racer.
Arriving in America, Louis did not yet know what awaited him. He made his first stop at the New York branch of the French car brand De Dion-Bouton. But, after this representative office was closed, Louis had to look for other ways to earn money and he worked either as a mechanic in various small workshops, or as a driver in wealthy families. It was during one of these part-time jobs that he met his future wife, who gave him two sons. A little later, he got a job at a FIAT representative office, and then at a friend, Walter Christie. But all this was for Chevrolet only the basis for his favorite pastime - racing.
At the dawn of the 20th century, driving a racing car required considerable physical fitness and excellent health. Therefore, Chevrolet was suitable for such an occupation as well as possible.
The young guy purposefully participated in all competitions, earning his authority. And once he even took part in one of the most prestigious races in the country, which was organized by the same Vanderbilt. It is worth saying that it was at this race that Louis set a new world speed record by driving 110 km / h. The rather reckless and one might even say illogical driving style of the Chevrolet fell in love with the public, the newspapers called it a "crazy daredevil." It is clear that such madness was not in vain for him, and Louis spent a lot of time in hospitals, recovering from another injury. But such "trifles" (as Louis himself said) could not stop him - he became popular.
In 1909, Chevrolet received an offer from the notorious then William Durant, already expelled from General Motors. Scandalous director invites Louis to lead a racing team Buick. The young man could not refuse such an offer.
It is worth noting that William Durant did not just invite a young racer to his place. He planned, through his already fairly well-known name, to regain what he had lost earlier. And, as it turned out soon - he did not lose. Moreover, there is even a legend that the disgraced businessman offered Louis Chevrolet, who did not even have a formal technical education, to create new engine for "his dream car" (as Durant himself put it). This car was supposed to be based on a prototype seized from General Project Motors, which managed to take Durant before leaving.
Louis immediately agreed and set to work with unprecedented enthusiasm. Very soon, William had a project in front of him. six-cylinder engine with an overhead valve arrangement, and the businessman liked it, because even now he had something to enter the automotive market with. Now it only remained to create a company under whose name new cars would be produced. Durant did not invent much in this case either, and simply suggested that Chevrolet give its name to new cars. Naturally, the guy happily agreed to this proposal. Thus, already in 1911, the Chevrolet Motor Car company was registered. But Louis did not become its manager. He got the position of chief engineer in the new company.
Divergence of interests.
Chevrolet and Durant had very different ideas about what kind of cars to build. The first was aimed at developing inexpensive cars in order to compose worthy competition Henry Ford, who at that time was already walking on automotive market by leaps and bounds, earning the popularity of "Tin Lizzy". While Chevrolet was more inclined towards creating unique and impressive cars luxury class. In this dispute, Chevrolet won for the first and last time. The result was the first model from the newly formed company. The name of the car is Classic Six. The new car was presented as a car for very wealthy people. This model turned out to be really very powerful, large and very expensive. This model was equipped with a previously developed Chevrolet engine - a six-cylinder, with a capacity of 50 horsepower and a volume of 5 liters. He could accelerate to 105 km / h. It was a spacious five-seater sedan with a convertible top, electric headlights, windshield wipers and even an illuminated speedometer. And the optional electric starter became a special top of “luxury” for a car of that time. This was one of the main features of a truly luxury car. But the price for this model turned out to be appropriate - as much as 2150 US dollars, while Ford Model T cost even less than $600. If we take into account the fact that in addition to the Durant and Chevrolet companies, there were almost 300 other car manufacturers in the American market, successful sales did not work out.
Such a senseless waste of money unnerved Durant, who wanted to get rich again as soon as possible and get even with his "offenders" who had so brazenly thrown him out of General Motors. Naturally, he blamed Chevrolet in the first place for the company's failures. To say that he was far from the truth would be a lie, because Louis' desire to make a luxury car was not justified. economic conditions that time. Starting with quarrels based on business, Durant quickly moved to personal criticism and resentment. For example, once at a company meeting, he rather caustically, in front of all employees, reproached Chevrolet for poisoning others with smoke from cheap cigarettes, which a person of his level should not do, and hinted that it was time to switch to better cigars. There was a deeper subtext in this. Durant wanted to hint to Louis that this simple, and rather rude European guy did not fit in at all with the “polished to a shine” atmosphere of car dealers.
The companions dispersed pretty quickly. In 1913, Louis Chevrolet resigned, and after a short period he sold his entire share of the shares. This was done under the influence of resentment against Durant, who, during the period of Durant's absence in America, begins a policy of cheapening cars. Naturally, Louis could not then know, and did not even guess that once these papers could make him a multimillionaire. After all, despite all the quarrels, Durant fell in love with his name. And pretty soon, after the reorganization of the auto industry and the start of production of new, but more affordable cars for buyers, with additional zest that Ford cars did not have, Chevrolet Motors becomes extremely successful company. Thanks to Chevrolet Motors Durant still managed to take revenge on the shareholders from his last company. He bought a controlling stake in General Motors, and proudly ascended to the presidency of the company, while giving Chevrolet new status, the company became the leading division of General Motors.
At this time, Chevrolet decided to return to sports and racing. He joins Blood Brothers Machine Company founder Howard Blood, with whom he co-creates a new Cornelian racing car with fewer than 100 built. This car was one of the smallest chain-driven cars ever to conquer racing track. Cornelian's weight was very small - only 500 kg. This car was equipped with a Stirling engine, which belongs to the class of engines external combustion and is able to work from absolutely any heat source. Also this car had an independent rear suspension. At the Cornelian in 1915 at the Indianapolis Indy 500, Chevrolet was able to qualify at 130 km/h in the 500 mile race. But he never managed to finish the race. Due to a broken valve, Louis was only ranked twentieth in the rankings.
At the same time, Chevrolet did not even plan to give up. Together with his brother Gaston, who followed Louis to America, they organized the Frontenac Motor Corporation, and began the production of a line of "advanced" and very fast racing cars, with an engine with an aluminum cylinder block. Louis was finally able to conquer this coveted, most prestigious race on the North American continent. Then Chevrolet, back in 1919, four times completely passes the Indy 500, let's get the best performance. This allowed him to take seventh place. Gaston also participates in the same rally, and next year he even takes first place. But soon a tragedy happens that changes everything.
At one of the races, Gaston loses control and dies. The death of his younger brother hit Louis very hard, and he decides to quit racing forever. After this moment, he will only sit at the helm once, and it will no longer be a car, but a boat. And then he will take first place in the 1925 Miami Regatta. Alas, this victory will not be able to restore his already lost fame.
Since his brother's death, Chevrolet has been working at Frontenac, making race cars. power units for modernized ford cars, which at that time were produced by Fronty-Ford. Alas, having no gift for management, Louis' company quickly went bankrupt. Chevrolet made several more attempts to organize a new car company, but again turned out to be the loser. Louis's inability to manage either people or capital was joined by the Great American Depression. At this point, Chevrolet decides to leave the automobile business for good.
The Swiss-French-American "daredevil" could not sit idle for a long time - after all, he worked with engines all his life. As a result, he takes on the development of aircraft engines, and even opens a new enterprise, which, in other matters, had the same fate as previous Chevrolet enterprises. And then Chevrolet had to return to the long-forgotten business of his youth - to repair watches and repair household appliances. Soon fate laughed at him very much. Without mercy or any moral obligation, in 1934 General Motors condescended to the man who gave the name to one of the now famous automotive companies, and gave him a job as a mechanic with a minimum wage. It became a decisive factor in the life of a young man. He loses faith in life and in himself. Atherosclerosis begins to progress lower extremities- "disease racers." At first, doctors forbade Louis to drive a car. And already in 1938, Chevrolet retired and moved with his wife to Florida, where he lives in a small room. The humid climate only aggravated the disease, and the man's legs were soon amputated. Louis could no longer survive such a blow of fate, and never recovered from the operation, he died. It happened on June 6, 1941 in Detroit. The man was then only 63 years old.
Today, Chevrolet's name is engraved on a commemorative bust at the site of its greatest racing triumph, in Indiana, at the Indianapolis Motor Speedway Museum of Fame. In addition, the same name lives on in thousands and millions of cars that drive on the roads of all countries of the world.
Alas, Louis could not leave a rich legacy to his children, because neither skills, nor knowledge, nor even experience made him rich.
