Although its origin maintains a certain aura of mystery, Chevrolet is celebrating the 100th. anniversary of its emblem “bowtie” with 25 product launches that will serve to show by new roads worldwide.
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In 1913, co-founder William C. Durant Chevrolet introduced the mythical “bowtie” Chevrolet Chevy in H-2 Royal Mail and H-4 Baby Grand, models that were launched in 1914.
Since then, the emblem has looked at more than 215 million Chevrolet models during the last century, of which 60 million are still active.
Chevrolet is present in 140 countries, selling a model every 6.39 seconds. In the first six months of 2013 he broke the record, with 2.5 million units.
The centenary of the “bowtie” coincides with new releases such as the Chevrolet Cruze compact sedan diesel in the US and the compact SUV Trax in 40 international markets.
“The Chevrolet bowtie is famous all over the world and has con”vertido synonymous with American ingenuity,” said Tim Mahoney, director of marketing for Chevrolet.
The mystery of its origin
Although it already has 100 years between us, details about its origin are still not entirely clear.
Several stories are told: since Durant was inspired by the design of the paper on the walls of a Parisian hotel until it was based on a newspaper advertisement for a vacation in Hot Springs, Virginia.
A different version attributes the origin of the design to a stylized form of the cross of the Swiss flag, country of Louis Chevrolet, the other founder of the brand.
Both the widow and daughter of Durant have their own versions.
According Margery Durant-in his 1929 book My Father – the employer sometimes scribbled logo designs on pieces of paper while having dinner.
“I think it was one night, between the soup and the fried chicken when he drew the logo design bearing the Chevrolet until today,” he wrote.
But in an interview in 1968, Catherine, Durant’s widow, said the design owes its origin to a vacation in Hot Springs in 1912.
Durant was reading a newspaper in the hotel room when he noticed a design and exclaimed, “I think this would be a very good emblem for the Chevrolet”. Unfortunately, Mrs. Durant did not clarify exactly what design it was or what use did.
But that figure so valuable inspired Ken Kaufmann, historian and editor of The Chevrolet Review, to investigate its validity. In the edition of November 12, 1911 the newspaper The Constitution, Atlanta, she found an advertisement for the Southern Compressed Coal Company dedicated to their product “Coalettes” a refined fuel for fireplaces. Coalettes logo, according to the announcement, was very similar to the way he would soon have the Chevrolet icon.
Was this the same ad-or similar- Durant and his wife would be a year later, in the state of Virginia?
The date of periodic found by Kaufmann was only nine after the founding of the Chevrolet Motor Company days.
On October 2, 1913, the “bow tie” of Chevrolet made its debut in the Washington Post, with an ad that appeared under the slogan “Look for this symbol.”
Founded in 1911 in Detroit, Chevrolet is the fourth brand of the world’s largest car, with annual sales of nearly five million vehicles in more than 140 countries.
Chevrolet provides consumers with fuel-efficient vehicles with excellent levels of quality, expressive design, good performance and Chevrolet MyLink intelligent connectivity.
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