The independent-reporter. [volume] (Skowhegan, Me.) 1909-1955, 1922-03-30
DURANT 1855 DEL|V'
Erred
Wizard OF Industry Brings Out Fine
Line OF Cars

In year of startling events for
the automobile industry, none has
been more spectacular than the rise
Of Durant Motors, Inc.
January, 1921. perhaps the WORT
month in the business depression
eriod, saw the beginning OF the new
company. William {. Durant, plo-
neer in the automotiYe field and the
directing genius behind the Buick,
Cadillac, Chevrolet Oakland and olds-
mobile companies, severed his con-
necton with the General Motors Cor
roration, of which he was the organ
izer and president, and announced
his intention of building car that
would bear his name. That name was
to be a guarantee that the Durant car
would embody the erystalized expert
ence OF Mr.. Durant's thirty-tive years
as the leading manufacturer OF Fehl-
cles in the country The Durant as
play at the Automobile Show bears
wing testimony to the truly wonder
fdl accomplishment OF Durant MO
tors, Inc. in the short apace OF year.
1t is significant that the feat has been
accomplished in what is considered
an off year in the automobile IN
Gustry. That is characteristic ". O.
Burant. His greatest achievements
have made in time OF business de-
preston.
Before entering the automobile
business in its infancy, Durant was
one of the largest manufacturers OF
carriages in the tnitel States. In
1914 he took over control of the Buick
Automobile Company. which was Just
starting. At the time, ju.t sixteen
machines had been produced bearing
Buick names. In 1907 came buSl-
ness panic with its subsequent period
" depression. Yet in that year, he
vas able to put back into the Buick
liant a million dollars out OF the
previous three years earnings. He
put on a firm foundation the company
that was later to be the backbone Of
General Motors Corporation.
Following the panic Of l907 when
many bus ness men We're in dire imam
cial straits. Mr.. Durant had SUFFICIENT
capital to buy out of Cadillac Com
panv. the Oldsmobile Company, the
Oakland Motor Car Company and
%orthway Motors. In 1903 he united
these companies with the original
Buick Company to form General MO-
tors Corporation.
The next business depression came
IN 1910 and 1911. During that period
lie organized the Chevrolet Company
qnl stqrted manufacturing in 1912.
Nv 1916 Chevrolet Moor Company
had assets of $97274713.
The newest business venture of W.
{. Durant has been no exception to
the rule. BY July the first car was
ready for inspection at the Long
Island plan'. There is no record of
any other automobile company get
ting into actual production in such a
short time Surprising as was the
mechanical "a Pect of the undertaking,
il hardly surpasses the sales record
hv Durant Motors. Inc
N. b. Leahy was appointed general
sales manager of the Durant Motor
COMPANY of New York, Inc. in Nav,
192I A sales organization was built
ND in les, than two months, and on
August the first Durant car was
,l2ccd on exhibition in New York
CIV. The announcement of the new
oar had been given wide circulation
in newspaper advertising columns.
tic result was startling. During the
Grst three DAYS over $1,000 people
visited the Durant showrOoms to in
snoct the new car, and this ut time
of year when interest in automobiles
was at low cbb. In that short space
Of time cars were sold amounting to
s!5nO00 and applications for the right
IN sell the car were received from
lanrc than a hundred New York deal
trs.
Dcrnc !. Greene, representative,
Skowhegan, Maine