1911, Chevrolet is Born
After leaving GM in 1910, Billy Durant started yet another new car company in cooperation with the most famous of his former Buick race car drivers, Louis Chevrolet, who had emigrated to the U.S. from Switzerland. With Louis giving his name to the brand and Billy in charge of management and product development, the first Chevrolet car, the Classic Six, priced at $2,500, was a market failure . . . but Durant remained undaunted in his hopes for the brand.