Willliam C. Durant

After being ousted from GM in 1910, William Durant gathers the resources to start a new automobile empire. The first thing he would need is a leadership team of experts to design and build the new cars. The thing that ties this team of three men together, is Buick. Durant started GM with Buick, Louis Chevrolet raced for Buick, and William Little, managed Buick.

William H. Little

William Little had been general manager and plant supervisor for David Buick in Flint, and he had worked in Bridgeport, as a manager at Locomobile. Durant had intended to launch two brands within his new empire, A high line Chevrolet, and an affordable car badged Little, to compete with Ford. Little was to oversee production, while Durant found financial backers.

Louis Chevrolet

Louis Chevrolet, a well known race car driver and mechanic, was recruited by Durant to be in charge of the engine design and construction. Though Chevrolet was Swiss born, Durant thought the name sounded French and liked it very much, so a deal was made to use the Chevrolet name for a new car.

Louis Chevrolet and Buick Racing Team.

On March 5th 1909, Louis was hired by Buick to join the Buick Race Team. This would be his link to Durant and the history that was about to unfold.

March 13, 1911

On March 13, 1911, space is rented above the D.M. Schulte garage on Grand River Avenue in Detroit for Louis Chevrolet to work.

July 31, 1911

On July 31, 1911, Durant established the Mason Motor Company to build engines for the new cars. This was the same factory that manufactured several thousand Whiting Runabouts during the previous two years. The new Mason operation would build engines and transmissions.

October 30, 1911

Durant makes a deal for the Flint Wagon Works Building. On October 30, 1911 and the Little Motor Car Company is incorporated. November and December of 1911, horse drawn vehicles were built until the parts on hand were used up. No cars were built in 1911. The less expensive Little car was to begin production in 1912. Since there is no dealer network yet, a deal was struck with Republic Motor Company to distribute the Little.

November 3, 1911

On November 2, 1911, Durant signs incorporation papers, making November 3, 1911 the official incorporation date of Chevrolet. Louis Chevrolet is still working on the prototype. Production of the "Little" automobiles would begin in 1912, as soon as the inventory of wagon parts were depleted.

1912 Little Four Roadster

The little cars were produced in 1912 and 1913, and sold through the Republic Motor Company of Detroit Michigan. The Little Motor Company would be merged into Chevrolet on June 10, 1913, and the Little name would be dropped.

Chevrolet Purchases Imperial Wheel Factory

Michigan Manufacturer industry news reports in the June 28, 1913 issue, that Chevrolet purchased Imperial Wheel, and will have two Chevrolet factories operating by August.

1913 Factory Workers

This photo was taken in 1913 of the Chevrolet assembly workers in the Flint Plant. You can see a few cars in the background. This is the factory that was the Flint Wagon Works.

1913 Little Four Roadster

Louis Chevrolet Returns to Racing

The decision to delete the Little line, and make Chevrolet a low price vehicle did not set well with Louis Chevrolet. In late 1913, Louis Chevrolet parted company with Billy Durant, surrendering the rights to build vehicles using his name. Louis moved to Indianapolis, and returned to racing with his younger brothers, Arthur and Gaston.

Frontenac Race Car

In 1916, Chevrolet and his brothers started the Frontenac Motor Corporation, and raced the cars successfully. Since he sold the rights to his name, his new company could not carry a Chevrolet name badge. He took the name Frontenac from the racing bicycles he once designed and built.