Indy 500 - Louis Chevrolet's 1915 Cornelian

Louis Chevrolet, the founder of the Chevrolet car company, was born in La Chaux-de-Fonds, Canto of Neuchatel in Switzerland, but he honed his mechanical skills in Beaune, France. In 1900 he emigrated to Montreal, Quebec where he worked as a mechanic. in 1901 he moved to New York where he eventually wound up working for the French auto manufacturer de Dion-Bouton.

In 1905 Chevrolet was hired as a race car driver by FIAT. The arrangement with FIAT apparently didn't work out since a year later he was working for a Philadelphia-based company developing front-wheel-drive for automobiles, but Chevrolet's interest in racing did not wane. In 1909, Chevrolet raced for Buick, participating at the Giant's Despair Hillclimb.

On November 3, 1911 Chevrolet co-founded the Chevrolet Motor Car Company with William C. Durant (ousted founder of General Motors Company), Durant's son-in-law Dr. Edwin R. Campbell,  and William Little (maker of the Little Automobile). They established the company in Detroit  and by 1917 Durant had bought a controlling interest in General Motors and Chevrolet was folded into GM.

During this time Chevrolet continued racing and in 1915 he finished 20th in the Indianapolis 500 in the Cornelian, a car he designed with Howard E. Blood. Though it didn't win, the Cornelian has the distinction of being the only chain-driven car to compete at the Speedway. Chevrolet would go on to compete four more times in the 500, placing 7th in 1919, but failing to earn a spot on the Warner-Borg Trophy. The connection with Indianapolis continued through the family, though and Chevrolet's brothers Arthur and Gaston both competed in the race with Gaston winning in 1920.

Louis Chevrolet died in Detroit, Michigan on June 6, 1941 and is buried in Holy Cross and Saint Joseph Cemetery in Indianapolis. He's memorialized at the entrance of the Indianapolis Motor Speedway Hall of Fame where his bronze bust greets visitors.

Winton the King of Automobiles

This ad for the Winton Motor Carriage Company could fall into the Everything New is Old Again category. Those of us who look at consumer ratings online will be familiar with the sort of fake, hyperbole-filled testimonial featured in this ad. Doubtless Winton's ad agency selected the name Mr. S. L. Schoenfield for its perceived appeal to the target market. "People trust the name Schoenfield," I hear them saying. "Besides, who would think we faked that name?" The ad comes from the October 1904 issue of The Auto Era magazine and, like most automobile ads of its era, isn't very interesting to look at. The Winton itself shows the link between carriage making and automobiles, looking as if it could be pulled by a pair of horses without drawing so much as a second glance from passersby.

As indicated in the ad, the Winton Motor Carriage Company was a Cleveland, OH based manufacturer of early automobiles.The founder, Alexander Winton, immigrated from Scotland in 1896 and decided to change his bicycle business to the manufacture of single-cycle automobile engines. Winton's first cars were hand-built and included gas lamps and B. F. Goodrich tires.

The Winton came to the American market during a time when the public was skeptical of automobiles. To prove the durability of his product, Winton performed an 800 mile road test driving from Cleveland to New York (an accomplishment in the era before highways or even paved roads). In 1898 Winton sold its first automobile and late that same year 21 more were sold. Interestingly one of those 21 Wintons was sold to James Ward Packard who, after complaining about the Winton's performance and being challenged to "do better", would go on to found the Packard Motor Company.

By 1899 Winton had become the largest manufacturer of automobiles in the United States with sales of more than one hundred vehicles. The Vanderbilts became investors in Winton and the following years would see a steady stream of accomplishments (including setting a new land speed record of 70mph and being the first automobile to travel across the United States). As automobile ownership became part of the American dream, competition increased and newer, trendier makers began to eat into Winton's sales. In 1924 Winton stopped manufacturing automobiles, focusing on marine and other engines. In 1930 Winton was sold to General Motors, continuing to manufacture engines (including those used in submarines). In 1937 GM reorganized the company, renaming it the Cleveland Diesel Motor Division of General Motors a moniker under which it made engines for the US Navy throughout World War II.

The Cleveland Diesel Motor Division of General Motors closed in 1962.

GM Main Street

I’m making Sunday’s car ad day and starting off with a two-page spread from General Motors. This little gem comes from the August 1951 issue of Life Magazine, a street scene that reminds me of one of those Where’s Waldo puzzles. Can you spot the model plane? The kid looking at the camera? The man carrying a big stick? The rib roast?

The artist seemed to have a thing for packages. There are no less than nine that I count. Maybe there’s a package liquor store nearby? Maybe this Main Street is less wholesome than the advertizing copy indicates? It is interesting to see what passed for normal in 1951, though: lots of smoking, a fuel oil truck making a delivery, and the ubiquitous guy reading the paper on the street. Does anyone really read the newspaper on the street? And check out the chrome! The black car coming down Main Street looks more like an electric razor gone rogue than anything drivable!