Chevrolet: Story of a Global Brand - Episode 1
Louis Chevrolet and the Legend of Beaune
Like many inventors and pioneers, Louis Chevrolet (1878-1941), the racing driver and automobile designer, represents a challenge for any historian or biographer. Myths and legends surround him and his life. Numerous anecdotes have been told about his career. Today, it has become very difficult to differentiate between fact and fiction.
Chevrolet's childhood and youth are well documented. In 1878, he was born on Christmas day in the town of La Chaux-de-Fonds in the French-speaking part of Switzerland. He spent his early childhood nearby in the sleepy little village of Bonfol. Even today, Bonfol remains a small town where the only reminder of its famous son is a memorial plaque on Place Louis Chevrolet.
When Louis was nine years old his family moved to Beaune in France. There, Louis' father owned a watch store, but the venture was not successful. As a result, Louis started working at the age of eleven to support his family. He found employment in the Robin bicycle workshop, where he learned the fundamentals of mechanics. He repaired coaches and bicycles, until one day he was sent to the "Hôtel de la Poste" to repair a steam-driven tricycle belonging to an American.
This must have been the moment when Chevrolet fell in love twice. He fell in love with automobiles, and also with the idea of emigrating to America. The American, whose tricycle Chevrolet had skillfully repaired was none other than the multimillionaire Vanderbilt. Taken with the talent demonstrated by the young mechanic, Vanderbilt encouraged Louis to come to America: "We have work for you there!"
The truth in this rumor cannot be confirmed. However, the young Swiss did follow the call from across the Atlantic to fulfill his very own "American dream".
In next episode, we will share with you how Louis Chevrolet fulfilled his American dream.
