Chevrolet facts for kids
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Chevrolet dealership in Wallingford, Connecticut, June 2014
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Formerly
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| Division | |
| Industry | Automotive |
| Fate | Acquired by General Motors in 1918 |
| Founded | November 3, 1911 |
| Founder | Arthur Chevrolet Louis Chevrolet William C. Durant |
| Headquarters |
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U.S.
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Area served
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Key people
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Alan Batey (SVP |
| Products | Automobiles Commercial vehicles Trucks |
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| Parent | General Motors |
Chevrolet, often called Chevy, is a famous American car brand. It's a part of a bigger company called General Motors (GM).
Chevrolet was started on November 3, 1911. The founders were Louis Chevrolet, his brother Arthur Chevrolet, and William C. Durant. Durant had also started General Motors earlier. He used the Chevrolet company to gain control of General Motors again.
After Durant left GM in 1919, Alfred P. Sloan took over. He wanted Chevrolet to be GM's main brand. Chevrolet began making cars for everyone, from affordable models to luxury ones. They competed with Henry Ford's Ford Model T. By 1929, Chevrolet became the best-selling car brand in the United States.
Today, Chevrolet cars are sold in many countries around the world. In places like Oceania, Chevrolet returned in 2018 with popular trucks and sports cars. In Europe, Chevrolet was relaunched in 2005. They mostly sold cars made by GM Daewoo from South Korea. However, by 2016, Chevrolet stopped selling most models in Europe. Only special cars like the Chevrolet Camaro and Chevrolet Corvette remained.
In North America, Chevrolet makes many types of vehicles. These range from small cars to large commercial trucks. Because Chevrolet is so well-known, people sometimes use "Chevy" to mean any General Motors vehicle.
Contents
History of Chevrolet
The Chevrolet Motor Car Company officially began on November 8, 1911. It was founded by Louis Chevrolet, a Swiss race car driver and engineer. His brother Arthur Chevrolet and William C. Durant were also founders. Other partners included William Little and James H. Whiting.
Durant had been forced out of General Motors in 1910. He had founded GM in 1908. Before that, he owned the Buick Motor Company. Durant hired Louis Chevrolet to race Buick cars to promote them. He wanted to use Louis's racing fame to start his new car company.
The first Chevrolet factory was in Flint, Michigan. It was located on Wilcox and Kearsley Street. This area is now known as "Chevy Commons".
One important feature of early Chevrolet cars was their engine design. They used an "overhead valve" engine from the start. This design was more efficient than older engines. Buick, another company Durant owned, had patented this technology.
The first Chevy car was the expensive Chevrolet Series C Classic Six. Etienne Planche designed it, following Louis Chevrolet's ideas. The first test car was ready before the company officially started. However, the first cars for sale were 1913 models. They were shown at the New York International Auto Show.
Chevrolet first used its famous "bowtie emblem" logo in 1914. It appeared on the H series and L series models. Some say Durant got the idea from wallpaper in a French hotel. Others believe it came from a "Coalettes" coal company logo. Another idea is that it's a styled Swiss cross, honoring Louis Chevrolet's home country.
Over the years, Chevrolet used different versions of the bowtie logo. Sometimes it was blue for cars and gold for trucks. In 2004, Chevrolet decided to use the gold bowtie for all its vehicles. This helped make the brand look more unified. It also helped them stand out from rivals like Ford (with its blue oval logo).
Louis Chevrolet sold his share of the company to Durant in 1914. They had different ideas about car design. By 1916, Chevrolet was doing very well. Sales of the cheaper Chevrolet Series 490 were a big success. This allowed Durant to buy back control of General Motors. In 1918, Chevrolet became a separate division within GM.
In 1919, Chevrolet started rebranding GMC commercial trucks. They used Chevrolet car chassis to build light-duty trucks. These trucks looked very similar to GMC products.
Chevrolet's main office moved to Detroit in 1921. At one point, GM considered closing the Chevrolet division. But Alfred P. Sloan Jr. argued to keep it. He brought in William S. Knudsen to improve production. In 1925, a plant in New Jersey started preparing car parts for overseas assembly.
Through the 1920s, 1930s, and 1940s, Chevrolet competed with Ford. After Chrysler started Plymouth in 1928, these three were called the "Low-priced three." In 1929, Chevrolet introduced its "Stovebolt" six-cylinder engine. This gave them an advantage over Ford, which still used a four-cylinder engine. During the Great Depression, cars like the Chevrolet Master had a sleek, modern look.
Chevrolet greatly influenced the American car market in the 1950s and 1960s. In 1953, they launched the Chevrolet Corvette. This was a two-seater sports car with a fiberglass body. In 1957, Chevy offered its first fuel-injected engine. By 1963, one out of every ten cars sold in the U.S. was a Chevrolet.
During the 1960s and early 1970s, the Chevrolet Impala was one of the best-selling cars ever. Other successful models included the mid-sized Chevrolet Chevelle and the affordable Chevrolet Nova. These cars came as family sedans, station wagons, and sporty coupes.
As small, fuel-efficient imported cars became popular, Chevrolet introduced the Chevrolet Vega and Chevrolet Chevette. By the mid-1980s, these models were being phased out.
Chevrolet then started importing Japanese models and selling them as Chevrolets. Cars like the Chevrolet Sprint and Chevrolet Spectrum competed with popular Toyota and Honda models. Chevrolet also made its first front-wheel-drive cars, like the Chevrolet Citation and Chevrolet Cavalier. In the 1990s, Chevrolet partnered with Toyota to create the Geo/Chevrolet Prizm. They also offered the Chevrolet Corsica.
The basic Chevrolet small-block V8 engine has been made since 1955. It's one of the longest-produced engines in the world. Modern versions have many improvements, like aluminum parts and electronic controls. This engine design has also been used in cars from Pontiac, Oldsmobile, Buick, and Holden.
In 2000, Chevrolet brought back the famous Impala. This time, it was a mid-sized, front-wheel-drive sedan. It was made until 2020.
In 2005, General Motors relaunched the Chevrolet brand in Europe. They used cars made by GM Korea, which were originally Daewoo models.
Chevrolet recovered well from the economic problems of 2007–2010. They launched new vehicles and improved existing ones. GM focused on making more fuel-efficient cars and trucks. In 2010, they started making the plug-in hybrid Chevrolet Volt. The Volt won many awards, including North American Car of the Year. It became the world's best-selling plug-in electric car in 2012. By October 2015, over 100,000 Volt cars had been sold worldwide.
In 2016, GM began making the Chevrolet Bolt EV. This was the first affordable all-electric car that could travel over 200 miles on a single charge. The Bolt EV also won many awards. On February 14, 2021, Chevrolet showed off the updated 2022 Bolt EUV and Bolt EV.
Chevrolet Around the World
| Rank in GM |
Location | Vehicle sales |
Market share (%) |
|---|---|---|---|
| 1 |  United States |
1,175,812 | 36.9% |
| 2 |  Brazil |
632,201 | 13.3% |
| 3 |  China |
595,068 | 12.5% |
| 4 |  Russia |
173,485 | 3.6% |
| 5 |  Mexico |
162,461 | 3.4% |
| 6 |  Canada |
150,540 | 3.2% |
| 7 |  Argentina |
133,491 | 2.8% |
| 8 |  Uzbekistan |
121,584 | 2.6% |
| 9 |  India |
111,056 | 2.3% |
| 10 |  Colombia |
105,783 | 2.2% |
| Location | Vehicle sales |
|---|---|
| United States |
1,437,604 |
| Brazil |
242,108 |
| China |
229,600 |
| Mexico |
118,969 |
| Canada |
108,786 |
| Uzbekistan |
> 100,000 |
 South Korea |
54,292 |
 Chile |
38,657 |
| Colombia |
34,624 |
 Kazakhstan |
> 28,500 |
As of 2010, Chevrolet operated in over 140 countries. In 2011, they sold a record 4.76 million vehicles worldwide.
North America
Chevrolet sells a wide range of vehicles in North America. These include small cars, SUVs, and large trucks.
Mexico
Mexico sells many Chevrolet models. These come from different GM brands and countries. For example, some models are from Chevrolet USA or GM Korea. Mexico also has its own unique Chevrolet models.
Asia
China
In 2009, China became Chevrolet's third-largest market. By 2010, Chevy sold over half a million cars there. The Cruze was their best-selling model in China. In 2018, 673,376 Chevrolets were sold in China.
India
Chevrolet officially started selling cars in India on June 6, 2003. They sold many models, including the Chevrolet Cruze and Chevrolet Spark. In 2017, GM stopped making and selling Chevrolet cars in India. However, they still provide service for existing customers.
Indonesia
In 1999, Opel cars in Indonesia were rebranded as Chevrolet. Chevrolet stopped selling and making cars in Indonesia by March 2020.
Japan
From 1995 to 2000, Toyota sold the Chevrolet Cavalier in Japan. This was part of an agreement with GM. In the 2000s, Suzuki imported and sold the Chevrolet TrailBlazer and Optra in Japan. Suzuki also made and sold the Chevrolet MW microvan.
Today, General Motors Japan sells the Chevrolet Camaro and Corvette. They are imported and sold through special dealerships.
Malaysia
Chevrolet entered Malaysia in 2003. They replaced the Opel brand there. In 2018, the company that sold Chevrolets in Malaysia stopped selling new vehicles. They still provide warranty and service for existing customers.
Middle East
In the Middle East, Chevrolet cars, trucks, and SUVs come from various GM locations. These include South Korea, North America, and Australia. The Holden Commodore is sold as the Chevrolet Lumina in the Middle East. The larger Holden Caprice is sold as the Chevrolet Caprice.
Pakistan
Chevrolet introduced its cars in Pakistan with a local partner. Their lineup included the Chevrolet Optra, Spark, and Cruze.
Philippines
Chevrolet has a long history in the Philippines. In the past, they assembled models like the Chevrolet Bel-Air and Impala. GM left the Philippines in 1985 but returned in 2000.
Today, Chevrolet's operations in the Philippines are managed by The Covenant Car Company Inc. They have many dealerships across the country. Their current lineup includes the Chevrolet Spark, Sail, and Colorado. In 2018, the Corvette was added to the list of cars sold. The Camaro also returned in 2019.
South Korea
Many Chevrolet vehicles sold worldwide are designed and made by GM Korea in South Korea. Until 2011, these cars were sold under the Daewoo brand in South Korea. In March 2011, the Daewoo brand was fully replaced by Chevrolet. All Daewoo products were relaunched as Chevrolets. The Chevrolet Camaro, Chevrolet Orlando, and Chevrolet Aveo were released.
In 2015, the Impala was added to the lineup. It was the first time the American-built sedan was imported to South Korea. In 2018, some plants closed, and models like the Cruze and Captiva were stopped. Their best-selling vehicles are currently the Chevrolet Spark and Chevrolet Malibu.
Thailand
The American-built Chevrolet Colorado pickup truck is also made in Rayong, Thailand. From 2003 to 2005, the Holden Commodore was sold as the Chevrolet Lumina in Thailand.
General Motors stopped selling its vehicles in Thailand in 2020. They sold their Rayong plant to another company. However, they still honor warranties and provide service for Thai customers.
Uzbekistan
UzAuto Motors, owned by the Government of Uzbekistan, makes Chevrolet and Ravon vehicles. These are for sale in Uzbekistan and for export. GM Uzbekistan was partly owned by General Motors. In 2019, the Government of Uzbekistan took full control. They renamed it UzAuto Motors.
Australia
Australia has a history of American cars. Chevrolet cars were assembled there as early as 1918. By 1926, General Motors (Australia) Pty Ltd had assembly plants in five states. They produced Chevrolet and other GM vehicles.
In 1931, General Motors (Australia) merged with Holden Motor Body Builders. This created General Motors-Holden. They continued to make Chevrolet vehicles. After World War II, Australian Chevrolets were assembled from parts imported from Canada. The last full year of Chevrolet assembly in Australia was 1968.
Classic Chevrolet models like the Bel Air are still found in Australia. From the 1970s to the 1980s, the Chevrolet name was used on light commercial vehicles. These included the LUV, a rebadged Isuzu truck.
Chevrolet and Holden share many models and names. For example, the Malibu, Colorado, and Cruze. The Holden VF Commodore was sent from Australia to the United States as the Chevrolet SS. Holden stopped production in May 2017.
In 2018, the Chevrolet brand returned to Australia and New Zealand. They launched the Camaro 2SS Coupe and the Silverado 2500HD/3500HD. These vehicles kept the Chevrolet badge. They were converted to right-hand-drive in Australia.
With the Holden brand retired in 2021, GM continues to sell Chevrolet models. They use the "General Motors Specialty Vehicles" network. This network will bring more American models to the region. The Silverado pickup trucks are converted to right-hand-drive in Australia.
In Australia and New Zealand, Chevrolets are often called "Chevs" or "Chevys."
South Africa
In South Africa, Chevrolet was GM's main brand until 1982. Many Vauxhall and Holden cars were built under the Chevy name from 1965. In the 1970s, a famous advertising jingle was "braaivleis, rugby, sunny skies and Chevrolet." This phrase described the ideal lifestyle for many white South Africans.
Originally, Chevrolets were assembled in South Africa from imported kits. Because South Africa used right-hand drive, and the government wanted local parts, Chevrolets were eventually made entirely in South Africa. Larger South African Chevrolets were based on Australian Holden models. Smaller ones were based on Vauxhall cars.
By the 1980s, Opel models replaced Chevrolets. In 1982, the Chevrolet brand name was dropped. GM decided to leave South Africa in 1986. A local group bought GM's operations and renamed the company Delta Motor Corporation. They focused on Opel, Isuzu, and Suzuki cars.
In the 1990s, GM returned to South Africa. In 2001, the Chevrolet name came back. It was used on the Lumina, a rebadged Holden Commodore. Later, it was used on Daewoo cars. Modern Chevrolets (as of 2013) included the Spark Lite, Aveo, Cruze, and TrailBlazer.
In 2017, GM left South Africa again. Their truck division and plant went to Isuzu. All sales and dealerships for the Chevrolet brand ended. GM worked with Isuzu and PSA to ensure customers still received parts and support.
Europe
Before 2005, Chevrolet Europe sold a few models. These were mostly US models changed to fit European rules. Examples included the Chevrolet Alero and Trans Sport. Other models sold were the Camaro, Corvette, and Blazer.
From 2005, all models from GM Daewoo were rebranded as Chevrolet in Europe. In other parts of the world, most Daewoo models had been called Chevrolet since 2003.
In the mid-2000s, the Corvette and Cadillac cars were sold in Europe through a separate company. After that company went bankrupt, General Motors started a new subsidiary. This company relaunched Chevrolet in Europe. It added the Corvette, Camaro, and Malibu models.
From 2016, General Motors reduced its presence in Europe. They only sold "iconic models" like the Corvette. This was to strengthen their Opel and Vauxhall brands. They also reduced their lineup in Russia. As of March 2016, only the US-built Corvette Stingray and Tahoe, and the Russian-built Niva, were sold in Russia.
Chevrolet sales in Western and Central Europe were around 200,000 units per year since 2005. Sales peaked in 2007. In Russia, sales grew steadily. In 2012, Chevrolet was the top imported car brand there. The best-selling models in Europe were the Aveo, Spark, and Cruze.
As of 2022, only the Corvette Stingray is available in most European countries. In countries that were part of the Commonwealth of Independent States, Chevrolet vehicles are mostly from Uzbekistan. These are assembled and sold by UzAuto Motors.
Poland
During World War II in Poland, a resistance group built an armored car called Kubuś. It was based on a civilian Chevrolet 157 truck chassis. This car was used against the German army in the Warsaw Uprising in 1944. The damaged Kubuś is now in the Polish Army Museum.
Between 2007 and 2011, the Chevrolet Aveo was made in Poland. GM sold about 60,000 Chevrolet cars in Poland between 2005 and 2014.
Russia
GM-AvtoVAZ was a joint company between GM and a Russian company. It was started in 2001. They made the Chevrolet Niva, an SUV designed for Russia. This partnership ended in 2019.
General Motors also had a factory in Saint Petersburg, Russia. It opened in 2008. This factory made Opel and Chevrolet SUVs. It stopped production in July 2015. Chevrolet then left the Russian market at the end of that year.
Chevrolet vehicles were also made at the Avtotor plant in Kaliningrad. These included the Lacetti, Aveo, and Tahoe.
As of December 2017, the Chevrolet Tahoe, Camaro, Corvette, and Niva were officially sold in Russia. In early 2022, there were two ways to buy Chevrolets in Russia. One channel sold models like the Tahoe. The other sold more affordable cars from Uzbekistan. Both stopped selling Chevrolet vehicles in Russia in April 2022. This was due to international sanctions.
South America
Historically, many GM vehicles in Latin America were older models from North America or Europe. However, more modern vehicles are now being sold. Besides older models made in Mexico, Ecuador, and Colombia, some countries also get Korean- and US-made Chevrolets.
Argentina
In 1924, General Motors de Argentina started importing Chevrolet cars. They were very popular. In 1925, GM decided to make cars in Argentina to save money. They produced a sedan, a roadster, and a truck chassis. They also made the "Especial Argentino," a model just for Argentina.
During World War II, car production stopped. GM made other items like refrigerators instead. After the war, GM started making cars again. In 1959, they expanded their plants to make cars, pickups, and trucks.
On January 25, 1960, the first Argentine Chevrolet pick-up was introduced. In 1962, the first Chevrolet 400 was made. It was based on the North American Chevy II. By 1969, the Chevy line, based on the American Chevy Nova, was introduced.
In the mid-1970s, General Motors' sales in Argentina dropped sharply. Losses were high, so the company decided to stop production there.
The Chevrolet brand returned in 1985. They produced the C-20 and D-20 pickup trucks. In 1995, a new factory was built to make cars for export. This included the Opel-based Chevrolet Corsa. By 2010, the range included cars from GM Korea and Brazil.
Brazil
In Brazil, the Chevrolet Opala was based on the German Opel Rekord. It was made from the late 1960s until the early 1990s. Other smaller Chevrolets in Brazil, like the Kadett and Monza, were based on Opel models.
Chevrolet's product line in Brazil included unique designs. For example, the Celta was based on the Corsa "B." The passenger car range now includes the Cruze, Captiva, and Onix. The latest Brazilian-made car is the Chevrolet Prisma MKII, released in 2013.
Utility and four-wheel-drive vehicles include the S-10 and Blazer. The Montana is a small pickup truck. From the 1960s to the mid-1980s, there was also a large station wagon called the Veraneio.
Chile
Chile sells a mix of Chevrolet models from different GM brands and countries. Chevrolet started production in Chile in 1962. The Chevrolet C/K truck was made in Chile from 1975 to 1988.
Ecuador
Chevrolet has been in Ecuador for 80 years. GM Ecuador sells US Chevrolets and models from GM Korea. They also sell the 1983 Suzuki Supercarry as a Chevrolet. The Isuzu Rodeo was sold as the Chevrolet Rodeo in the 1990s.
Venezuela
In Venezuela, Chevrolet has been operating since 1948. Truck production began in Caracas. In 1979, production moved to a plant in Valencia. Chevrolet assembled over 1,500,000 vehicles in its first 50 years in Venezuela.
Colombia
The Colombian Automotive Factory SA (Colmotores) started in 1956. In 1980, it began making Chevrolet cars. Colmotores now has a large share of the local market. They produce models from GM Korea and Suzuki. The Aveo, Optra, and Spark are especially popular.
Trinidad and Tobago
Chevrolet cars and trucks have been sold in Trinidad and Tobago since the 1920s. The Master Deluxe Sedan was considered a luxury car in the 1930s. All cars were right-hand-drive and imported from Canada and Australia. GM maintained a presence through the 1940s and 1950s.
In the late 1960s and early 1970s, Australian Holden DeVilles were sold as Chevrolet Caprices. The local dealer stopped selling GM cars in 1974. The brand then left the market.
From 1998 to 2001, another company imported the Chevy Monza and Joy. These were based on the Opel Corsa. They were the cheapest new cars available. However, poor quality and service led to them leaving the market.
In 2003, a Renault dealer sold the Aveo and Optra. A later Chevrolet dealer, Lifestyle Motors, had more success. Models included the Chevrolet Colorado, Spark, Aveo, Optra, Captiva, and Epica. In March 2011, the Cruze was added to the lineup.
Vehicle Models
Chevrolet in Sports
Chevrolet enters many cars in sporting events worldwide. They are very well known in NASCAR, IndyCar, and the FIA World Touring Car Championship.
NASCAR
Major teams like Hendrick Motorsports and Richard Childress Racing drive Chevrolet Camaro ZL1 1LE cars. Chevrolet is the most successful manufacturer in NASCAR. They have won many championships and races. Previously, the Lumina, Monte Carlo, and Impala were used.
Chevrolet teams in the NASCAR Cup Series use the Camaro ZL1 1LE. Xfinity teams use the Camaro SS. NASCAR Craftsman Truck Series teams race with the Silverado.
IndyCar
Chevrolet won six Indianapolis 500 races in a row from 1986 to 1993. They also won five CART World Series titles. Famous drivers like Rick Mears and Al Unser Jr. drove for them.
Chevrolet returned to IndyCar in 2012. They had left in 2005. Major teams like Team Penske use Chevy engines. Chevrolet has won several races, including the 2013 and 2015 Indianapolis 500. They have also won three driver championships.
Tudor United SportsCar Championship
The Chevrolet Corvette races in the GT LeMans class. This is part of the Tudor United SportsCar Championship. Corvette Racing started in 1999. They have won many championships. The Corvette also takes part in the French 24 Hours of Le Mans race.
FIA World Touring Car Championship
In 2005, Chevrolet joined the WTCC. They used a version of the Chevrolet Lacetti. In 2009, the Chevrolet Cruze replaced the Lacetti. It won the Drivers' and Manufacturers' championships from 2010 to 2012.
British Touring Car Championship
Chevrolet also raced in the British Touring Car Championship with the Chevrolet Cruze between 2010 and 2011.
British Football
In May 2012, Chevrolet became the official car sponsor of the English football team Manchester United. From the 2014–15 season, Chevrolet became the main shirt sponsor. This deal was for seven years and was worth a world-record $560 million USD.
In July 2012, Chevrolet partnered with Liverpool F.C.. Chevrolet became the club's official car partner. This deal ended early in 2014. GM pulled the Chevrolet brand out of Europe. Vauxhall Motors, GM's UK company, took over as Liverpool's sponsor.
Marketing Chevrolet
Chevrolet Bowtie Logo
William C. Durant, a co-founder of Chevrolet, introduced the bowtie logo in late 1913. One story says he saw the pattern on wallpaper in a French hotel in 1908. He thought it would be a good car emblem.
Another story from Durant's widow, Catherine, says they were on holiday in 1912. Durant saw a design in a newspaper and said it would be a good emblem for Chevrolet. Historian Ken Kaufmann found an advertisement from November 12, 1911, for "Coalettes." This ad had a slanted bowtie shape, very similar to the Chevrolet logo. This was just nine days after Chevrolet Motor Co. started.
Some people believe the design is a stylized Swiss cross. This would be a tribute to Louis Chevrolet's home country. The earliest known use of the symbol in an advertisement was on October 2, 1913.
The first bowtie logo without text appeared in 1985. In 2004, Chevrolet started using the gold bowtie for all its cars and trucks globally. Before this, the logo was blue for cars and gold for trucks.
Advertising
Early Chevrolet ads focused on efficiency and low cost. Slogans included "Quality at low cost" (1923) and "A Six for the Price of a Four" (1929). Later, more emotional messages were used.
One of the longest-running campaigns was "See the U.S.A. in Your Chevrolet" (1950s–1960s). In 1949, Chevy sponsored a TV show. The song from that show became famous when Dinah Shore sang it on her show, which Chevy sponsored.
Here are some of Chevrolet's more recent advertising campaigns:
- See the U.S.A. in Your Chevrolet (1950s–1960s)
- Building a better way to see the U.S.A. (early 1970s)
- Baseball, Hotdogs, Apple Pie & Chevrolet (1975; 2006)
- The Heartbeat of America (1987–1994)
- Like a Rock (1991–2004; for Chevrolet Trucks), featuring the Bob Seger song.
- An American Revolution (2004–2009)
- Chevy Runs Deep (2010–2013; United States): These TV commercials showed Chevy as a part of American life.
- Find New Roads (2013–; United States, Canada, Latin America): This slogan replaced "Chevy Runs Deep." It was meant to be used globally. The first commercial for "Find New Roads" showed various Chevrolet cars.
Marketing Agency
General Motors has worked with FutureBrand since 2000. They helped redesign Chevrolet in 2006. In 2010, General Motors changed its advertising agency. They hired Publicis Worldwide instead of Campbell Ewald.
To attract younger drivers (18-24), General Motors hired MTV Scratch. This led to ads showing Chevy cars doing stunts like skydiving.
In 2012, two advertising agencies joined to form a company called Commonwealth. This company handles most of Chevrolet's ads worldwide.
"Chevrolet-only" Naming Attempt
In 2010, a memo was sent to Chevrolet employees. It asked them to use only "Chevrolet" when talking about the brand. This was to make the brand message consistent. The memo even suggested a "Chevy" can where employees would put a quarter if they said "Chevy." The money would be used for team activities.
However, General Motors later said they were not trying to stop customers from using "Chevy." After this, the "Chevy Runs Deep" campaign still used the name "Chevy." But other campaigns like "Find New Roads" used "Chevrolet."
Watches
In 2007, General Motors allowed a company to use the Louis Chevrolet trademark. This was for a line of high-quality Swiss watches. These watches are not made or sold with General Motors.
The watch brand honors Louis Chevrolet, who helped start the car company. His father was a watchmaker, and Louis helped him as a child. The watch collection is called Frontenac. This name comes from Louis Chevrolet's race car company. The watches are made in Switzerland. They have designs inspired by Chevrolet cars.
Branding by Other Manufacturers
In December 2019, a Russian company called AvtoVAZ bought General Motors' share in their joint venture. As part of the deal, AvtoVAZ continued to use the Chevrolet brand for its Niva models. This continued until August 2020, when the Niva models were rebranded as Lada.
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