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for promotion, Durant was already a successful businessman by the time he first dipped his toe in the infant automobile business in 1904. Largely on the strength of his advertising and marketing skills, his Coldwater Road Cart Company was one of the country top selling manufacturers of horse drawn carriages. But when Durant took his first spin in Nike Legging Pants a motorcar, he immediately realized that the horse drawn carriage would Nike Sportswear Rally Women's Fleece Loose Pants

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100 years of Chevrolet

The success of Chevrolet allowed Durant to regain control of General Motors, but the post World War I recession and boardroom politics resulted in his final ouster from the corporation in 1920. Ever the promoter, Durant would go on to found another car company, this time bearing his name, but his crowning achievement might well have been the creation of that quintessential American brand: Chevrolet.

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Buick was a burgeoning company, and Durant sales genius made it even bigger, turning it into the bestselling automobile brand in the pre Ford Model T era. But that didn satisfy Billy Durant, a man whose dreams were always bigger than the next guy He quickly bought up several other motorcar companies, including Oldsmobile, Cadillac and Oakland, which in the 1920s would morph into Pontiac. In 1908, he named the amalgamation of many car companies General Motors and seemed to be headed for domination of the American car market. But the rise of Ford Motor Company and other factors conspired to end his reign at General Motors just two years later.

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Undaunted, by the end of 1911 he and Chevrolet (the man, not the company) had put together another car company, which was named to capitalize on the French race driver on track exploits. Not that the first Chevrolet was a racing machine. Dubbed the Classic Six, the first Chevrolet sold for $2,150, making it affordable only for the well to do. But at the same time he came to market with the Classic Six, Durant was also keeping an eye on Henry Ford, who was beginning to enjoy unusual success with the low priced Model T.

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soon go the way of, well, the horse drawn carriage. He quickly rounded up a group of investors and purchased Buick Motor Company from its founder, David Dunbar Buick, who was also responsible for the process of bonding porcelain to iron, giving us the modern bathtub.

Chevrolet first attempt at a low priced car was the Series H, which he brought to market in 1914. With a suggested retail of just $750, the Series H was squarely aimed at the Model T. Buoyed by the Series H, Durant decided to continue on that path, creating the Four Ninety, a car named for its retail price of you guessed it $490. In 1916, Chevrolet sold 110,000 Four Nineties. That was just a fraction of the number of Model Ts that were sold that year, but still enough to establish Chevrolet as a key competitor in the low priced market, a position it still holds to this day.

Durant was: always eager to make a deal. And if blowing smoke made the deal all the bigger, he wasn above that either. But in the case of Chevrolet, which he co founded with race driver Louis Chevrolet on Nov. 3, 1911, Durant Nike Crew Neck Sweater

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would have been spot on. The former wagon maker hit the mother lode when he created the brand whose symbol has become famous the world over. But, as with most things in Durant up and down career, it wasn easy.

Tom Ripley is a Driving Today contributing editor who writes about the auto industry and the human condition from his home in Villeperce, France.

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