The Chevrolet Brand
Chevrolet—often referred to as Chevy, and officially known as the Chevrolet Division of General Motors Company—is an American automobile manufacturing division of the U.S. corporation General Motors (GM). Louis Chevrolet and the ousted founder of General Motors, William C. Durant, established the company on November 3, 1911, under the name Chevrolet Motor Car Company. Durant utilized the Chevrolet Motor Car Company to acquire a controlling interest in General Motors; a reverse merger process on May 2, 1918, subsequently reinstated him as the head of General Motors. After Durant was ousted from the company for a second time in 1919, Alfred Sloan—guided by the maxim "a car for every purse and purpose"—positioned Chevrolet to become the highest-selling brand within the General Motors family. This strategy aimed to compete with Henry Ford's Model T line starting in 1919, and ultimately succeeded in surpassing Ford to become the best-selling automotive brand in the United States by 1929.
Chevrolet-branded vehicles are sold in most automotive markets worldwide, with the notable exception of Oceania, where GM is represented by its Australian subsidiary, Holden. In 2005, Chevrolet was relaunched in Europe, primarily selling vehicles manufactured by GM Daewoo of South Korea under the slogan "Daewoo has grown up enough to become Chevrolet." This initiative stemmed from General Motors' broader effort to build a global brand centered on Chevrolet. With the return of the Chevrolet brand to Europe, GM intended to position Chevrolet as a mainstream value brand, while GM's traditional European offerings—Germany's Opel and England's Vauxhall—would move up into higher market segments. However, GM reversed this brand migration process in late 2013, announcing that the Chevrolet brand would be withdrawn from Europe—with the exception of the Camaro and Corvette[5], which were to be phased out by 2016. Chevrolet vehicles would continue to be sold in markets within the CIS countries, including Russia. After General Motors acquired full ownership of GM Daewoo in 2011 to establish GM Korea, the use of the Daewoo automotive brand was finally discontinued in its home country of South Korea and replaced by the Chevrolet brand.
Chevrolet Logo and Slogan
Chevrolet's famous "bowtie" logo was introduced two years after the company's founding. This logo was inspired by a design that its Swiss-born founder, Louis Chevrolet (1878–1941), spotted in an advertisement in a local newspaper—possibly for the coal company Coalettes. The Chevrolet logo consists of a horizontal parallelogram superimposed upon a square to form a cross-like shape. The logo is rendered in gold, aiming to create an easily recognizable association with one of the world's major automotive brands.
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| Logo Chevrolet |
The Chevy logo is often described as a cross or a bowtie in North America. However, in reality, this symbol is unrelated to either a cross or a bowtie. The Chevrolet logo has gained widespread popularity thanks to its simplicity, clarity, and creativity. This symbol is also considered to have had a significant influence on the automotive industry.
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| Logo Chevrolet 2D |
In 2023, Chevy adopted a new slogan, hinting at the Corvette and its large-sized SUVs. Chevrolet is evolving with the times, embracing a new slogan that is more optimistic and adventurous. That slogan is "Let's Drive," and it replaces the previous tagline, "Find New Roads."
Chevrolet broke down the slogan, noting that "Let's" serves as an action word—one that is "active" and focused on "right now." "Together" is described as a "symbol of our partnership." The third and final piece of the puzzle is "Drive," which represents the "internal motivation that energizes the Doer."
**Chevrolet Vehicle Lineup**
After a period of presence in the Vietnamese market, in 2018, GM Vietnam transferred its entire assembly plant and handed over its vehicle distribution network to the Vietnamese automaker, VinFast. Immediately thereafter, GM models assembled locally in Vietnam—such as the Spark, Cruze, Orlando, and Captiva—were discontinued. Only two Chevrolet models, the Colorado and the Trailblazer, remained; these were imported as completely built-up units from Thailand by VinFast for distribution.
In early 2020, GM announced the closure of its Chevrolet assembly plant in Thailand, thereby cutting off the supply of the Colorado and Trailblazer to the Vietnamese market. Consequently, the final remaining Chevrolet models ceased sales in Vietnam from that point forward. Currently, any Chevrolet vehicles available in the Vietnamese market are distributed through private importers or sold as pre-owned vehicles.
**Notable Chevrolet Models:** Colorado, Trailblazer, Cruze, Spark, Blazer, Bolt EV, Bolt EUV, Camaro, Corvette, Corvette EV, Corvette SUV, Corvette Z06, Equinox, Equinox EV, Express, Silverado 1500, Silverado 1500 ZR2, Silverado 2500HD/3500HD, Traverse, Trax...