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Durant and investment partners William Little (maker of the Little automobile), former Buick owner James H. Durant planned to use Chevrolet's reputation as a racer as the foundation for his new automobile company.

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Chevrolet eventually unified all vehicle models with the gold bowtie in 2004, for both brand cohesion as well as to differentiate itself from Ford (with its blue oval logo) and Dodge (who has often used red for its imaging), its two primary domestic rivals.

Louis Chevrolet had differences with Durant over design and in 1914 sold Durant his share in the company.

Durant started the company on November 3, 1911 as the Chevrolet Motor Car Company.

Durant used the Chevrolet Motor Car Company to acquire a controlling stake in General Motors with a reverse merger occurring on May 2, 1918 and propelled himself back to the GM presidency.

In 1933 Chevrolet launched the Standard Six, which was advertised in the United States as the cheapest six-cylinder car on sale.

Chevrolet had a great influence on the American automobile market during the 1950s and 1960s.

In 2005, Chevrolet was relaunched in Europe, primarily selling vehicles built by GM Daewoo of South Korea with the tagline "Daewoo has grown up enough to become Chevrolet", a move rooted in General Motors' attempt to build a global brand around Chevrolet.

With the reintroduction of Chevrolet to Europe, GM intended Chevrolet to be a mainstream value brand, while GM's traditional European standard-bearers, Opel of Germany, and Vauxhall of United Kingdom would be moved upmarket. Chevrolet vehicles will continue to be marketed in the CIS states, including Russia.

), colloquially referred to as Chevy and formally the Chevrolet Division of General Motors Company, is an American automobile division of the American manufacturer General Motors (GM).

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