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100 years of Chevy: An improbable journey to American icon

21.11.11

DETROIT — Chevrolet. Later just Chevy. Even, sometimes, Shivalay or Shivvy. By any name, it's a brand with a remarkable history. Begun in 1911, based on a car by Swiss-born race driver Louis Chevrolet , Chevy now is so insinuated into American culture that ads comparing it to hot dogs and apple pie go unchallenged.

As Chevy and parent General Motors celebrate its 100th anniversary — the documents establishing Chevrolet were completed Nov. 3, 1911 — it's sometimes easy to overlook how truly remarkable it is that Chevy survived this long, given its early uphill battles with richer Ford, and a century of other trials.

It's much harder to squint ahead for hints whether the old, traditional car brand that makes seven of every 10 GM vehicles sold in the U.S. will be nimble and innovative enough to survive another 100 years.

And it's enlightening to remember why that matters. "Having a popularly priced, made-in-America vehicle is important for the country. Some element of national pride is involved," says Jack Nerad, executive editorial director and market analyst for Kelley Blue Book 's kbb.com.

Source: USA Today