Classic Chevrolet Dealership - Selling The Bowtie

Concocted by auto industry pioneer Will Durant as a means of capitalizing on the name of French race car driver Louis Chevrolet, the Chevy marque has become one of the world's most enduring brand names.

 

Classic Chevrolet Dealerships: Selling the Bowtie, an entertaining look back at an essential slice of automotive history, examines the crucial role played by Chevrolet car dealerships in the construction of the Chevy identity. Author Jon G. Robinson sets the stage with a brief look at Chevy's prehistory before launching into a series of rollicking oral anecdotes told by the people who have worked at some of America's most important Chevrolet dealerships dating back to 1912. Mechanics discuss the challenges presented over the years by Chevrolet engineering, salespeople discuss the marketing of cars during the industry's infancy, and more. Rare photography, much of which hasn't seen print for decades and has been sourced from private collections, is supplemented by modern images depicting significant dealership signage, promotional materials, giveaways, and other memorabilia spanning Chevy's 90-plus years of sales history.