The Citizen, 1986-03-26, Page 19THE CITIZEN, WEDNESDAY, MARCH 26, 1986. PAGE 19.
The man who gave Chevrolet its name
Louis Chevrolet was born in La
Chaux de Fonds, Switzerland, on
Christmas Day 1878. Raised in
France, where his two younger
brothers were born, Louis had a
keen interest in automobiles and
showed signs of an inventive mind
More marketing directed
toward women
Women buyers may soon ac-
count for half the new car
purchases in North America, a fact
that has led Chevrolet Motor
Division to launch the most
comprehensive women's market-
ing effort in its history.
An internal Women's Market-
ing Committee, drawing upon
many disciplines from within the
organization, has been formed to
provide strategic direction for the
effort to increase Chevrolet's
market share among women buy-
ers. Several new marketing pro-
grams directed toward the female
buyer will debut in the 1986 model
year.
The Committee has identified,
through research and focus
groups, some key areas that
heavily influence women in their
auto -buying considerations:
• A helpful and knowledgeable
salesperson is more important to
women new car buyers than to
men.
• Women are more concerned
with personal safety and are more
influenced by a reputation for
quality.
• Credit/financing is particular-
ly important, especiallytofirst-
time female buyers who may be
less familiar with the available
avenues of credit.
"Directing our full attention to
this market and identifying the
needs and concerns of today's
women will help us respond
through our product planning,
advertising and merchandising_
efforts," says Robert D. Burger,
general manager and a General
Motors vice president.
Women now account for nearly
50 percent of Nova and Spectrum,
sales and more than 40 percent for
Chevette and Cavalier Hatchback,
rivaling the penetration of some
Japanese imports. Over the entire
lineup, women now purchase
almost a third of all Chevrolets.
"Women are entering the work
force in greater numbers, are
earning better salaries and holding
positions of greater responsibility -
all of which has had tremendous
impact in the automotive market,"
said Jane Hammond, Women's
Marketing Committee chairper-
son.
"Women buyers have increased
their share of new car sales from 25
percent of total industry in 1978 to
nearly 35 percent in model year
1984," Hammond said: "Last
year, women were the biggest
buyers of four models that were
among the top ten best sellers -
Cavalier, Celebrity, Camaro and
Chevette.
"The Chevrolet Women's Mar-
keting Committee was established
to provide strategic direction and
make specific recommendations in
the initiation and development of
programs in such areas as market-
ing, sales/service, product design,
and finance," Hammond said.
Check tires for wear signs
While most people prepare for
the warm weather by spring
cleaning, packing away heavy
clothes and shedding winter
weight, they neglect to adjust for
the seasonal change in one import-
ant way - their automobiles.
SPRING AUTO ASSESSMENT
Engineers from The Kelly -
Springfield Tire Company suggest
auto owners make a spring assess-
ment of their vehicles and be alert
to the following:
• Tires should have the vehicle
manufacturer's specified air pres-
sure.
• Look for cracks, snags or tears
in the bead area, sidewalls or tread
grooves of the tire. Also, it's
possible to find bubbles or protru-
sions in a tire's sidewall or tread
caused by sliding into curbs.
• Make sure tire valves are tightly
secured to prevent any air from
escaping.
• And, check tread wear for any
indications of vehicle misalign-
ment easily caused by winter
potholes.
If weatherizing a vehicle re-
quires a change of tires, Kelly -
Springfield engineers suggest that
when storing winter treads they be
stacked away from heat as well as
any electric motors, which produce
an ozone gas that can cause
premature tire cracking.
TIRE STORAGE TIP
Also, tires in storage do not
require the standard inflation
specification and therefore, should
be bled to 10 - 15 psi.
Last, motorists should not be
deceived by what they consider
harmless "April Showers". Good
treads on summer tires are as
equally important for traction on
wet roads as the treads on winter
tires for traction on snow and
frozen conditions.
REPAIRS
to all makes of
* cars
* farm equipment
* transport trucks
One -Stop Mechanical Repair Centre
B & L Industries
R.R. 1, BLUEVALE
335-3849
ON HURON ROAD 12, 11 MILES NORTH OF HWY. 86
from the beginning of his child-
hood. After leaving school he
served as an apprentice in a bicycle
shop.
Coming to America in 1900,
Louis became an employee of
DeDion Bouton (an automobile
manufacturing company) at age
22. He soon tired of this however,
and joined Fiat, where he entered
their racing program. In 1905
Chevrolet set a new land speed
record of 111 miles per hour and
went on to beat the well-known
Barney Oldfield. Louis had a
daring attitude on the track which
caused him to be quite popular with
the press and public.
In 1907 Louis and his brother
Arthur were hired by William C.
Durant (of Buick Motor Company)
to become a part of the Buick
Racing Team. Always recognizing
a good opportunity, Durant saw
great value in Chevrolet's reputa-
tion.
Years later, when General Mot-
ors was in trouble, Durant turned
to Louis and asked his help in
designing a new car. In order to
supply afacility for production,
Durant took over Flint Wagon
Works for a pormissory note. He
then incorporated the Mason
Motor Company to build his
engines, and the Little Motor Car
Company to build an automobile
that could compete with the Buick
Model 10.4
On November 3, .1911, fourteen
months after falling from power at
GM, William Durant incorporated
the Chevrolet Motor Company in
Detroit, Michigan.
Louis Chevrolet's "Classic Six"
was a large, well built car but did
not satisfy Durant, although he
continued to produce them. He
also manufactured William Little's
smaller automobile in Flint, where
3500 units were assembled at a
selling price of only $650 each,
compared to Chevrolet's model
which sold for $2,150.
In 1913, the Chevrolet Motor
Company bought the Little Motor
Company. The next year, The
Royal Mail Chevrolet (roadster)
and Baby Grand (touring car) were
introduced. Both were designed
more like Little's former car than
Chevrolet's and were probably the
cause of Louis' unexpected depar-
ture from the company.
After leaving the company,
Louis returned to racing. He and
his brother Arthur formed the
Frontenac Motor Corporation
where they designed and produced
performance parts and accessor-
ies.
Louis then began to manufac-
ture the highly acclaimed over-
head valve conversion head for the
Model T Ford, which was making
an appearance on the tracks.
Business improved and even look-
ed promising, but in 1928 Ford
switched to the Model A.
The Chevrolet brothers' com-
pany folded and the men tried
subcontracting, but by 1936, Louis
went back to work at a minor job at
Chevrolet Motor Division in De-
troit.
Louis died in 1941 after many
years of illness. He was a man of
great creativity and independence
who had difficulty assimilating
himself into "the company".
William Durant's apparently over-
whelming personality was a source
of friction between the two and
Chevrolet never received the
rewards and recognition he de-
served.
RO-SNOP ,
Complete
Radiator Service
Cleaned -Repaired
-Recored
GARRY
ELLIOTT
Proprietor
"Free Estimates"
77 Albert St.
Clinton
482-7770
McLaughlin's
Presents
Used Cars
with Two Differences
1
2
- One Owner
- Low Mileage
#1818A
1984 Buick Park Avenue, 18,000 mi. Loaded with
extras, including sliding sun roof. $18,995.
#1792A
1984 Chev Caprice Wagon, 40,000 mi. V8, automatic
and air conditioning. $10,995.
#1805A
1983 Chev S-10 Pickup, 20,000 mi. 4 cyl., 4 speed
transmission plus cap. $6,595.
#1829A
1981 Chevelle Malibu Classic, 48,000 mi. V6
automatic. Exceptional condition.
#1782B
1981 Pontiac Lemans, 40,000 mi. Test drive this one.
$6,595.
$6,495.
McLaughlin
Chevrolet Oldsmobile Ltd.
SEAFORTH 527-1140
AT THE TRAFFIC LIGHT CORNER
Where Service Has Not Became Secondary