Chevrolet celebrates 100 years

General Motors brand Chevrolet is 100 years old.

With its "bow tie" symbol rated among the world's most recognisable car logos, Chevrolet stands alongside the Mercedes-Benz three-pointed star, BMW's spinning propeller, the Ford blue oval and Rolls-Royce's Spirit of Ecstasy.

Australian Chevrolet enthusiasts even adopt the iconic symbol on locally-built Holden Commodores using imported Chevrolet engines – indicating both the brand's status around the world and the fact that Holden remains a US-owned company.

As part of the General Motors empire, Chevrolet became a major cultural identity in the US, an everyman's brand that produced cars such as the fibreglass Corvette and stylistic exercises so successful -- such as the revered 1957 sedan and two-door models -- they have become part of American folklore.

100 years ago, the first Chevrolet was built in a rented Detroit garage by car industry pioneer William C. Durant and Swiss-born racing car driver Louis Chevrolet, with the intent of bringing more affordability, style and standard equipment than competitors – particularly the famous Model T Ford.

Since that first car, Chevrolet has produced more than 209 million vehicles and from an humble origins as a US-centric car-maker it has now become a major exporter. More than 60 per cent of its 4.26 million sales in 2010 took place in other countries including Brazil, China, Canada and Uzbekistan.

This year, the company says it is on track to record the best-ever sales in its 100-year history.

Today the company responds to changing global needs with the likes of the Chevrolet Volt hybrid and the new Malibu Eco model, claimed to improve fuel economy via "eAssist" technology by around 25 per cent when compared to a regular car.

The brand's association with muscle cars continues too, an example being the just announced convertible version of the ZL1 Camaro (pictured) that will debut at the Los Angeles auto show in November this year to supplement the existing coupe version.

The supercharged 6.2-litre, 432kW V8 punches out 754Nm of torque and has its performance contained by Chevrolet's Magnetic Ride Control, Performance Traction Management and high-performance brakes.

The ZL1 Camaro convertible is due to go on sale in the US late in 2012.

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