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Transcription

CENTENNIAL TIMES
September 2011
TIME TO TRAVEL?
Chevrolet makes European time
travel possible – from Switzerland
to Flint in Michigan U.S.A., via the
Moon.
Page 3
http://media.chevroleteurope.com
CHEVROLET’S very own
ROCKET MAN
How a rocket scientist has helped
develop extended range
technologies for electric vehicles.
Page 17
ARTIFICIAL HEARTBEAT
OF AMERICA
VOLT RE-CHARGES GULF
OF MEXICO
Page 34
Page 45
How GM scientists go beyond
developing new cars and
trucks – from solar cells, GPS
systems for NASA to world’s
first mechanical heart.
Chevrolet recycles oil
from Gulf of Mexico clean-up
to make electric cars.
3
Chevrolet Centennial Times
Chevrolet
Makes Time Travel
Possible!
As of today you can take a journey which
starts in Switzerland and goes
to the Moon via Flint in Michigan, U.S.A..
B
efore you wonder how we’ve managed to
extract enough power from a small-block
Chevrolet V8 to allow you to travel faster
than the speed of light, pause for a moment and think how Louis Chevrolet made it
happen in just 100 years.
Bicycle racer to Moon Shot
The motorcar was barely two decades old
when the Chevrolet Motor Company came into
being 100 years ago. Most vehicles were large
and luxurious machines, bought by the fortunate few who could afford this new-fangled

means of personal transport. And that’s how
Chevrolet started out.
American businessman William C. Durant
became friendly with renowned Swiss-born
racing driver and talented engineer Louis
Chevrolet and teamed up with him in 1911 to
design a luxury six-cylinder car, in collabo
ration with Louis’ friend Etienne Planche.
It all begins with the Classic Six
The result was the prestigious and advanced
Classic Six, on which the Chevrolet name was
bestowed to capitalize on Louis’ considerable sporting fame. On November 3, 1911, the
Chevrolet Motor Company was incorporated in
Flint, Michigan, U.S.A. Production of the Classic Six began the following year.
Chevrolet developed cars that quickly ear
ned reputations for performance, durability
and value and those traits remain at the core of
Chevrolet, which is the world’s fourth-largest
automotive brand.
From the very start, Chevrolet brought technology and features typically reserved for more
expensive cars to its line-up of affordable cars
and trucks. The first Chevrolet – the Series
C Classic Six – offered an electric starter and
electric headlamps at a time when both were
rarities among even luxury cars.
In the decades that followed, innovations
such as safety glass, fuel injection, anti-lock
brakes and electronic stability control systems
were used on Chevrolet models at the same
time as more expensive vehicles. As one of the
largest-selling brands in the industry, Chevrolet’s early adoption of landmark technologies
fundamentally changed the way they were applied to new vehicles.
Chevrolet innovations have also had impact
in many areas beyond their traditional scope of
developing new and better cars and trucks from
paint and gasoline to solar and hydrogen fuel
cells, to building guidance systems for NASA’s
Apollo moon program and humanoid robots for
the International Space Station.
100 years young
Chevrolet celebrates its first 100 years with
the same values it has always had; dependable technology, expressive design and great
value. And, as a birthday present to both itself
and the world, it will tackle the environmental
concerns of today and tomorrow with the innovative Volt, the first electric car with extended
range capabilities.
WD
1861–1947
LC
1878–1941
4
EVENT PROGRAM
Wayne Brannon
President and Managing Director
Chevrolet Europe
As a boy, born and raised in Detroit,
Chevrolet has always been an integral part
of my everyday life. In fact, Chevrolet was
as much a part of growing up in America as
rock ‘n’ roll, baseball and the movies. A
Chevrolet in the driveway was proof positive
that hard work, imagination and a spirit
of optimism were all you needed to succeed.
Lucerne
La Chaux-de-Fonds
C
D
B
A
Bürgenstock
Berne-Belp
The first Chevrolet that I remember in our
driveway was the now classic 1957 Bel Air.
It was more than just a car for us. It was part
of the American dream. We were so very
proud of that car and I have fond memories
of washing and polishing it in the back‑
yard with the family.
In Chevrolet’s centenary year – 2011 – we are
celebrating the iconic successes of the past
and embarking on our second hundred years
with that same can-do attitude. We have a
heritage to be proud of: legendary sports cars
like the Corvette and Camaro that project
driving passion. New ideas like the Suburban
– the world’s first SUV in 1936 – that changed
the way we thought about transportation,
and countless racing victories. And most
recently the 2010 and 2011 World Touring Car
Championship.
One hundred years after the inception of
the company, Chevrolet is one of the bestknown automotive brands, not only in the U.S.,
but around the world. The golden Chevrolet
bowtie still stands for iconic design and the
spirit of optimism that inspired Louis Chevrolet
to emigrate to America more than 100 years
ago.
Today, Chevrolet is sold in more than
130 countries. It is the fourth biggest global
car brand in terms of sales and one of the
fastest growing brands. In fact, every seven
seconds a Chevrolet is sold somewhere in
the world.
In recent years, Chevrolet has introduced a
range of mini, small and compact cars that
are attracting new customers to Chevrolet in
many markets and right on time for its centenary
celebrations, Chevrolet is ready to start a
new era of individual mobility with the Volt, the
revolutionary electric car with extended
range capability. In November 2011, a hundred
years after the brand was established, the
Volt will arrive on the European market – including Switzerland, Louis Chevrolet’s home
country.
Day 1
A
Arrival at Berne-Belp
Day 2
B
Start at La Chaux-de-Fonds
Testdrive to
Testdrive to
la Chaux-de-Fonds Niedermulern
Day 3
D
Testdrive to
Berne-Belp
LUNCH
LUNCH
Grand HOTEL
LES ENDROITS
Start at Bürgenstock
★★ ★★ ★★ ★★
Chevrolet
Centennial Dinner
Testdrive to
Lucerne
Transfer to
the Airport
A
C
Arrival at Lucerne
Visit of the Swiss
Transport Museum
Press Briefing
Transfer to
Bürgenstock by
Boat and
Funicular
HOTEL
Bürgenstock
★★ ★★ ★★ ★★ ★
Arrival at Berne-Belp
5
6
DREAM
1 2
ON
3 4
7
8
FOUR PREMIERES
FOR EUROPE
Chevrolet’s very own “Fab Four” new
models usher in a new generation of iconic cars to
start the next century
1
VOLT
A new era of worry-free
electric driving
⁄ Volt is electrically driven at all times
⁄Over 500 kilometers of driving on a full battery
charge and full tank of gasoline
⁄ Pure-electric range of up to 80 kilometers
⁄Recharging is quick, reliable and safe
⁄ Sleek, refined exterior and futuristic interior underscore
Volt’s innovative statement
⁄Instant torque and aerodynamics to match Corvette
2
CAMARO
A legend reborn
⁄Instantly recognizable modern design expresses Camaro heritage
⁄ Built with European driving styles in mind
⁄ V8 engines produce maximum 432 hp and 569 Nm of torque
⁄Top speed of 250 km/h
3
AVEO 1.3 Diesel
Emits only 95g of CO2
⁄ 1.3 L turbo-diesel Aveo sedan is Europe’s most
fuelefficient four-door notchback with 3.7 liters/100 km
⁄First diesel in a small Chevrolet in Europe
⁄Three variants with standard Start/Stop technology
⁄Engines coupled to 5-speed or 6-speed manual transmission
4
CRUZE HB5
Brings exceptional
value and style to compact
segment
⁄Cruze hatch ready to energize the segment
⁄ Speedy silhouette maintains key Cruze design features
⁄Generous interior space and high level of standard equipment
⁄Comprehensive set of standard safety features
9
10
Time to celebrate:
Chevrolet
turns 100 years
Chevrolet Europe launches seven
new models in 2011
MILESTONES
1911
2011
1911 Classic Six Chevrolet is founded and the Series C
Classic Six is unveiled, priced at $2,150.
1914 “Bowtie” Logo Chevrolet’s iconic “bowtie” logo is used for
the first time. The Model H launches
with a durable four-cylinder engine that
helps build Chevrolet’s reputation as
a dependable car. The engine would power
Chevrolets through 1928.
Chevrolet marks its centennial in 2011 and kicked
off a year of anniversary activities at the
North American International Auto Show, including
the Premieres of seven all-new Models in Europe
as part of THE birthday celebration.
T
he Chevrolet Aveo is among the best-selling of the marque’s nameplates globally
and is one of the seven Chevrolet launches
in Europe during 2011. New entries include
the Orlando family van, Corvette Grand Sport
coupé and convertible, next generation Captiva, a sporty five-door hatch version of the compact Cruze, Camaro coupé and convertible and
last but not least the multiple-award-winning
extended-range Volt electric car.
“With the new Orlando, Captiva, Aveo hatchback and Aveo sedan already at the dealerships
and four more cars, including the Volt extended
range electric vehicle, on the way soon, we are
optimistic that more and more European customers will see the great value and opport unity
in Chevrolet,” said Wayne Brannon, head of
Chevrolet’s European operations.
“What could be better than to launch seven
exciting new cars in our centennial year to start
the next 100 years off right. From Spark to Corvette and from Volt to Camaro, we are entering
new segments and becoming even more relevant across the entire market,” Brannon added.
Worldwide celebrations
Chevrolet fans have gathered in the U.S.A and
Europe to celebrate the life and work of Louis
Chevrolet and also mirroring his personal journal from La Chaux-de-Fonds in Switzerland to
Detroit in Michigan, U.S.A.
In June, a group of Chevrolet enthusiastsgathered 1,000 Chevrolets from all over the
world, dating from 1911 to the present day, seeing more than 30,000 people attend the event
where Louis Chevrolet was born on December
25, 1878, in La Chaux-de-Fonds.
Dream cruisin’ the Motor City
Each August, more than a million enthusiasts
from around the world flock to Detroit’s legendary Woodward Avenue for the motorized equivalent of Woodstock to celebrate the time when
tail fins symbolized American success, and the
rumble of a V-8 engine was the soundtrack for
summer romance – the annual Dream Cruise.
This year, instead of a long parade of classic
cars roaring down Woodward they watched as
a silent legion of Chevrolet Volts drove by as
part of a Chevrolet Centennial Parade – led by
more than 60 Volts, driven there by owners.
Flagged off by NASCAR drivers and fellow
Volt owners Jeff Gordon and Jimmie Johnson,
the legion of Volts took to the streets, signalling
the start of the three-day automotive festival
which this year focused on Chevrolet’s 100.
Also taking part in the Chevrolet 100 were
classic Corvettes, Camaros and Chevelles – led
by a red-and-white 1960 Corvette convertible
with General Motors Chairman and CEO Dan
Akerson at the wheel.
“Our centennial is a chance for all of us to reflect on the passion and the emotion that have
touched the lives of countless Chevrolet owners, families, employees, and fans – people who
know that a car or truck represents far more
than getting from Point A to Point B,” said Chris
Perry, vice president of Chevrolet Marketing, at
the start of Dream Cruise.
More than 200 million Chevrolets have been
sold in the brand’s first century, including 2.3
million in more than 130 countries during the
first six months of the year, with Chevrolet celebrating its formal birthday on November 3.
1915 Model 490 The Model 490 is introduced. It was
named for its $490 price, which was $5
less than the Model T.
1917 General Motors
Chevrolet becomes a
division of General Motors.
1918 first truck
Chevrolet’s first trucks are introduced;
one based on the Model 490 chassis and a
heavy-duty 1-ton chassis.
1929 six-cylinder
A new overhead-valve six-cylinder
is introduced and marketed as “the six
for the price of a four.” Its prominent
slotted-head bolts earned the engine the
nickname “Stovebolt” – a name that
came to symbolize Chevrolet’s toughness
and durability.
1934 front suspension
Chevrolet introduces an
independent front suspension.
1935 Suburban
The Suburban is introduced, offering three
rows of seats and generous cargo space.
It marks its 76th anniversary in 2011 and is
the oldest continually produced vehicle
in automotive history.
1942 World War II
Chevrolet stops building civilian vehicles
and dedicates its production facilities to
manufacturing armaments for World War II.
1953 Corvette
The Corvette is introduced. Only 300 of
the fiberglass-bodied sports cars are
produced that first year, but they launch an
American icon that is still going strong
nearly 60 years later.
1955 V8
The ubiquitous small-block V-8 is introduced
in the redesigned 1955 Chevrolet line,
ushering in a new era of affordable performance and establishing a legacy that
continues to this day in the “LS” family of
small-block V-8s found in Chevrolet trucks,
SUVs and performance cars.
11
1956 Dinah Shore Chevy Show 1986 anti-lock brakes 2007 “Transformers” The “Dinah Shore Chevy Show” launches as
a one-hour TV show, with Shore singing
“See the U.S.A in your Chevrolet” at the close
of each show. The show grew out of Shore’s
earlier 15-minute programs and she was
the first woman to host her own TV show. Shore
had sung “See the U.S.A” since the early
1950s and the song was used in Chevrolet
advertising after Shore’s show ended in 1963.
Corvette is the first Chevrolet with antilock brakes, a feature that would soon spread
to almost all Chevrolet models.
“Transformers” is a blockbuster movie
and introduces Bumblebee, a character that
transforms into a yellow Camaro.
1957 Fuel Injection
Fuel injection is offered for the first time.
1960 First victories at NASCAR’s
Junior Johnson wins the Daytona 500 in a
Chevrolet, the first of 21 Chevrolet victories at
NASCAR’s premier race (through 2010) – the
most of any manufacturer.
1962 Beach Boys record “409” The Beach Boys record “409” – an ode to
Chevrolets powered by the 409 engine, which
were burning up the quarter-mile at drag
strips across the country.
1990 Corvette ZR-1 The Corvette ZR-1 smashes a trio of speedendurance records, including averaging
more than 175 mph for 24 hours (including
pit stops).
1991 Like a Rock The “Like A Rock” advertising campaign
is launched for Chevrolet trucks, with Bob
Seger’s song of the same name serving as
its foundation. The campaign ran through
2004 and is regarded as one of the auto
industry’s most successful.
1994 Jeff Gordon at NASCAR Jeff Gordon wins the inaugural Brickyard
400 NASCAR race at Indianapolis, driving
a Monte Carlo race car.
2008
510,800
Chevrolet sales total Europe reach a record
510,800 cars.
2010 Best ever market share Best ever market share in total
Europe of 2.53%.
2010 Double win! Double win!!! Chevrolet wins the Drivers
and Manufacturers title in the WTCC.
2011 Volt The Volt is launched, ushering in a
new age of electrically driven
automobiles with extended range.
1997 Gen III small-block V-8 1967 Camaro
The Camaro is introduced, offering a wide
range of personalization options, as well
as high-performance engines that would
immediately establish it as a muscle.
1970 Bill “Grumpy” Jenkins Bill “Grumpy” Jenkins won the very first
NHRA Pro Stock race at the Winternationals,
driving a Camaro.
The Gen III small-block V-8 – dubbed
the “LS” family of engines by enthusiasts –
debuts in the redesigned Corvette.
Chevrolet
Re-Launches
in Europe 2005
1975 Apple Pie and Chevrolet The tagline “Baseball, Hot Dogs, Apple Pie
and Chevrolet” is introduced.
Product Range 2011
The next century
The electrically powered Volt drives Chevrolet
into its second century and redefines what individual mobility means. It is the world’s first
electric vehicle with extended range capability,
providing up to 80 kilometers of pure battery
electric driving and a total range of more than
500 km. The Volt thus provides the benefits of
an electric vehicle without the range limitations associated with other electric cars in the
market – expanding the boundaries of performance and efficiency. It exemplifies Chevrolet’s
heritage of making advanced technology accessible.
The forward-looking philosophy that nurtured Volt from concept to production is also
responsible for cars such as the Cruze and
Spark, whose success stories are validated by
critical praise, third-party recommendations
and the growing number of customers who
are new to Chevrolet. Similarly, the Camaro
and Corvette continue a six-decade heritage
of offering high-performance values, bring
ing racetrack performance and advanced
technology to affordable sports cars.
Cruze, Aveo and Spark are among the new
cars that underline Chevrolet’s growing global
presence. Indeed, the Chevrolet “bowtie” insig-
nia is seen on vehicles in more than 130 countries and Chevrolet is leveraging those worldwide links to develop products tuned for local
tastes and needs, while delivering the brand’s
values.
Shared development procedures with engineering and design centers around the globe
also help deliver better-performing, safer and
more efficient vehicles. Chevrolet enters its second century with great momentum. The next
100 years will see Chevrolet remake the automobile to complement the needs of evolving
societies and changing resources – all with its
iconic style, performance and value.
12
WHAT’S IN YOUR
HANDBAG?
New Chevrolet research reveals The Top Six Things every
woman in the world carries in her bag
Chevrolet reveals that the once secret contents
of a woman’s handbag show you truly are what you
carry with you all day.
invited to evaluate new models by sitting in vehicles and treating them like their own car.
A
“Before we let anyone near a car, we ask
them what’s in their pockets and use the top six
items to influence the way that we end up designing the vehicles. Amazingly, no matter
wherever you’re from, this list of six items almost never changes.”
While creating the Aveo family sedan, Chevrolet spent two years interviewing women in
China, the U.S.A and Europe to discover the everyday items that are important to them.
While there are subtle differences between
regions that Chevrolet takes into consideration
when designing a global car, ultimately consumers are showing us the increasing role technology plays in our daily lives but also that, in
essence, we are creatures of habit.
clutch bag says you’re a jet-setter while a
tote shows you’re ready for anything life
throws at you. A Chevrolet survey of more
than 1,500 women from around the world
reveals there are six items that the vast majority
of women carry with them.
“If you check your jacket or bag, right now,
you’ll most likely find you have a mobile or
smart phone, a purse or wallet, a pen, a bottle of
water, a lip gloss and a box of mints.”
From Europe to Asia, at all times we need
these items close by and they give Chris a
unique insight into global consumers, creating
an inventory which influences the look of new
Chevrolet models.
Your handbag, our inspiration
When designing any new car, “urban road testers” from a range of demographic groups are
Briggs adds: “Aveo is a global car but there
are market-specific needs. In northern Europe,
buyers travel with MP3 players or smartphones
so Aveo has USB and auxiliary device outlets.
While in South Korea, there are lots of toll
charges, but people carry virtually no loose
change, so we design vehicles with slots for toll
change or charge cards in the dashboard. And
cup holders are an absolute must for US car
buyers.”
“A handbag is the last thing you might think
would inspire a car designer, but we’ve discov-
ered that far from six degrees of separation, you
are very much related to your neighbour, boss
or even a perfect stranger who you’re sharing
your journey to work with through what’s in
your handbag or your pockets,” concludes
Chris Briggs.
Chris BriggS
Global Vehicle Line Director
Kathy, 30
Marketing Manager
Ben, 43
Business Owner
Samantha, 26
Journalist
13
14
The all-in-one
man
Men love him, Women adore him!
Robonaut 2
15
16
Bulging beef cake bicep muscles, chiselled good
looks, follows your instructions to the letter and
doesn’t talk back or complain. For Cathy Coleman,
she lives very closely with the world’s perfect
man and their relationship has only just begun.
A
lthough they’ve never been to the movies
together and dinner is always a ready meal
in a bag, she adores the way the new love of
her life does all the jobs she hates – including the cleaning.
In fact getting to the movies or nipping out
for a litre of milk was a bit of an issue for Cathy
until May 2011 she was 425km (264 miles)
above the earth on board the International
Space Station and her dream man is was humanoid robot created through a unique partnership between NASA and Chevrolet.
Robonaut 2, or R2 as he is better known,
is designed to assist astronauts on the International Space Station with everyday
tasks while also helping Chevrolet develop leading-edge control, sensor and vision
technologies used to create safer cars and
places to work.
“We live in an amazing time and robots
are changing the world in a more commonplace way. Cutting-edge robotic technology holds great promise, not only for
GM, Chevrolet and NASA, but for everyday
men, women and children. R2 offers us the
chance to develop a wide range of practical applications with his unique technology,” said
Marty Linn, Principal Robotics Engineer for
GM/Chevrolet.
The R2 program is also pioneering research
into the future design of prosthetic limbs and
even exo-skeletons for injured service men and
women across the globe or people with restricted mobility, possibly using advanced sensors
similar to those found in reverse parking systems. The engineers are also looking at ways of
helping production line workers who lift massive weights.
Blast off
The robot, which travelled to the ISS on STS133
Space Shuttle Discovery in February 2011, was
’power washed’ (remotely switched on) by
handlers at Mission Control in Houston in August to test the robot’s main computers, buried
inside R2’s stomach, in addition to another 30
processors embedded in his arms and controlling joints. Thankfully, everything worked perfectly, signalling a new chapter in Space research.
universities researching human bone and joint
disease. “R2’s arms and hands have a jointed
skeleton similar to a human,” says Linn, “although the thumbs have four degrees of freedom, instead of a human’s three, so we could
see the technology adapted and used in medical research.”
“Those electrons feel good! One small step
for man, one giant leap for Tinman kind,” R2
posted in a statement to Twitter. “Sure wish I
could move my head and look around,” he added.
Linn adds: “Polishing a door handle in the
kitchen, cleaning a wine glass or screwing on
the top of a plastic bottle may seem mundane,
but each time you do it you use hundreds of
tiny bio-mechanical movements. This combination of dexterity of movement with precise
manipulation and a certain amount of force for
each task are key issues for robots. Not enough
movement and the wine glass being washed-up
won’t dry. Too much force and it will smash.”
During the first two-hour test, astronauts
Michael Fossum (US) and Satoshi Furukawa
(Japan) positioned R2 on his fixed pedestal
on the ISS and then watched on as ground controllers took over. The four visible light cameras
“Those electrons feel
good! One small step for
man, one giant leap
for Tinman kind.”
R2
Statement to Twitter
that serve as R2’s eyes were also turned on in
his gold-colored head, as did an infrared camera, located in the robot’s mouth used to calculate depth perception.
“Mr” Muscles
Daily tasks such as cleaning dishes or buttoning a shirt are things we do without thinking, but for R2’s engineers, these tasks really interest them. R2 is the most dexterous robot ever
built because of his very human-like hands. All
of the tools and equipment aboard the space
station were designed for use by real people
and R2 has to be able to perform tasks in the
same way that his companions would.
R2’s mechanical hands work very much like the
human hands on which they were modelled,
including a similar range of motion and precise
control of both position and force – giving new
hope to those designing prosthetic limbs and
“Working with NASA’s scientists and engineers we are confident we have created
the most technologically advanced robot
in the world offering us flexibility in future
manufacturing in the workplace and real
world benefits, elsewhere.”
Linn says that although he’s a robot, R2
takes on a personality of his own. “Women
see R2 as the perfect man, who’s good
looking and does as he is told, while guys
similarly see their perfect partner. In reality R2 is given a personality by each person
who meets it – from kids who see a best friend
to grandparents who see a helping pair of
hands.”
Chevrolet’s Moon Shot
The R2 NASA partnership with GM is one of a
long line of science and technology programs
that date back to the legendary Apollo lunar
missions to the moon in the 1960s.
GM engineers designed and built the guidance
computer (GPS) and inertial instrument platform that got man on the moon, in addition to
the silver-zinc battery which powered the Apollo descent module.
A later addition to the lunar program, the solar
battery-powered Lunar Rover which transported astronauts on the moon 40 years ago, is inspiring the 2011 Chevrolet Volt EV.
?
DID YOU KNOW
THAT...
⁄ The ISS is home to six crew astronauts
27,743.8 km/h (17,239.2 mph), completing 15.7
orbits a day and takes 91 minutes to orbit earth
⁄ The ISS has its own time zone on board
Coordinated Universal Time (UTC).
⁄ The ISS experiences 16 sunrises and sunsets a day and can be seen from Earth with the naked eye
⁄ The program holds the current record
for the longest uninterrupted hUman presence
in space
⁄ Power is provided by 16 solar panels which are as long as the wings of a Boeing 747 aircraft
⁄ You can sleep floating freely in space
but it’s avoided because of bumping into equipment.
⁄ All waste liquids are recycled into
drinking water
⁄ Most of food eaten by station crews is frozen, refrigerated or canned
as of 9 March 2011, crews have consumed
a total of 22,000 meals.
⁄ The sense of taste is reduced in orbit because of fluid shifting to the head
so spicy food is a favourite of many crews.
⁄ Drinks are sipped from plastic
bags with straws, while knives and forks are attached to a tray
Chevrolet’s
Very Own Rocket
Man
Jon Bereisa proves to make the Volt
“it’s not rocket science”
(three Russians and three Americans)
⁄ The station travels at an average speed of 17
with magnets to prevent them
from floating away.
⁄ The station gym has two treadmills and a
stationary bicycle; each astronaut spends at least two hours per day exercising on the
equipment and use bungee cords to stop from
floating away
⁄ The International Space Station has
received 297 visitors
Ever heard the phrase, “it’s not rocket science”?
In most cases, it’s usually not. However, there
are significant benefits of having a rocket scientist working to develop extended range electric
vehicles (or EV’s as the techies call them) like
the Chevrolet Volt.
“It doesn’t take rocket scientists to build an
EV, but it certainly has helped,” says Jon Bereisa, Chevy’s very own real-life rocket scientist
who has been with the company for the last 40
years. The ties between the space race and the
legendary car company are stronger than you
might think, but how does a rocket scientist
end up at an automotive company?
Bereisa, Chevrolet’s Director of Fuel Cell
Propulsion System and Advanced Engineering
and Technology Development has not only
helped put a man and a car (well, ok, a lunar
rover) on the moon, but has also assisted the
European Space Agency and NASA reach Mars.
“In 1970, I landed my dream job and found
myself working on the Mars Mission program
which saw the development of electric drives
that were so impressive we developed the technology for civilian products: electric vehicles.”
Lunar Rover
“It was then that I was bitten by the EV bug and
have had electric fever ever since,” adds Bereisa. “Since 1974, General Motors has been a leader in electric vehicles. But what many don’t
know is that GM’s EV program starts with the
lunar rover that astronauts drove on the moon
40 years ago which was powered by GM’s electric drive and batteries. GM also designed batteries that powered the Apollo descent module,
while a GM guidance computer and inertial instrument platform got them there.”
Bereisa became chief engineer for the EV1 electric vehicle propulsion system, advanced engineering director for hydrogen fuel cell propulsion systems and was the system architect for
the Chevrolet Volt extended-range electric vehicle – critical milestones in reaching GM’s EV
development.
“As a technological achievement, the Volt is
light-years ahead of where we were when I arrived at GM in the 1970s, but new technologies
and breakthroughs in battery chemistry make
it an exciting time and continue to lead EV development.”
18
The curious city of La Chaux-de-Fonds
WHERE
IT ALL BEGAN
La Chaux-de-Fonds may be the
birthplace of Louis Chevrolet, not to mention
Le Corbusier, but this small francophone
city is better known as the heart of the most Swiss
of industries.
W
atchmaking took root in the late 18th
century and transformed the city, along
with nearby town Le Locle, into an undisputed capital. Chevrolet’s father was
in fact a watchmaker and had relocated to La
Chaux-de-Fonds in 1876, two years before the
birth of his most famous son. As the story goes,
Chevrolet’s father took great pride in repairing
every clock and appliance in the house, and his
skill may have contributed to his son’s passion
for mechanical objects.
Today, watchmaking continues to define La
Chaux-de-Fonds for both high-end manufacturers and watch aficionados, who flock to the
acclaimed Musée internationale d’horlogerie
or simply dare to dream. Yet, despite being
equated with Swiss craftsmanship, La Chauxde-Fonds is not your typical Swiss city. For
one, La Chaux-de-Fonds lies in the Jura mountains, which are decidedly unlike the majestic,
picturesque Swiss Alps. While the city has
been ranked as Europe’s highest (at 1000 m),
only the hardiest of travelers come for the view
and surrounding landscape – which is scattered with villages that go by unofficial names,
such as the Siberia of Switzerland, due to their
harsh conditions.
The actual city looks different than its
neighbors, too. A devastating fire in 1794 led to
reconstruction with only one purpose in mind:
Louis Chevrolet
the growth of industry. The transformation of
La Chaux-de-Fonds began in 1835 and was
based on the grid system of urban planning – a
first for Switzerland and a point of interest for
Karl Marx in Das Kapital. Order and function
triumphed over more traditional winding
streets and nooks. Be it cause or effect, watchmaking thrived, and the city’s contributions
and scope were recognized (with Le Locle) as a
UNESCO World Heritage Site in 2009.
All of this means that La Chaux-de-Fonds is
unique, but with its Art Nouveau architecture,
landmark Espacité tower and famous native
sons, it is fascinating, too.
La Chaux-de-Fonds
Chevrolet factory in Switzerland
The spell of Lucerne
LAKESIDE
BLISS
It takes only a few minutes in Lucerne to
understand why this unassuming city in the
middle of Switzerland ranks as one of the world’s
favorite travel destinations.
19
S
ituated on a pristine lake, against dramatic mountains that alternately shimmer
and break through mist, Lucerne boasts
of an ideal location – and then there is the
city itself.
With its medieval squares, frescoes and historic bridges, Lucerne does not have to work
hard to charm. A closer look, however, reveals
a complex history. Lucerne traces its origins
back to an 8th-century Benedictine monastery, and later thrived upon the opening of the
St. Gotthard alpine trade route in the 13th century. But what makes Lucerne what it is today
may have more to do with its defiance of
Habsburg rule, regional alliances that ushered
in the Swiss Confederation; and loyalty to the
Catholic Church during the Protestant Reformation. In other words, beneath the city’s elegant, small-town feel lies a strong sense of
identity and mettle.
Today, Lucerne offers visitors the chance to
savor its culture, old and new. Apart from historic architecture – notably the covered wooden Kapellbrücke (Chapel Bridge) and the
churches and guildhalls dotting the streets –
the stunning Jean Nouvel-designed KKL convention center warrants a visit. The city makes
use of its myriad treasures, too, and hosts top
music festivals and the most raucous Fasnacht
(Carnival) celebrations in the country. And at a
short distance from the center, the Verkehrshaus or Swiss Museum of Transport is the
most frequented museum in the country,
thanks to its awe-inspiring and entertaining
exhibits.
Yet, for all of the action, the ultimate Lucerne experience may not be on land. If you
can, enjoy a lakeside promenade along the Vierwaldstättersee (Lake Lucerne) and hop on a
steamer. From the decks, you may come to understand why nearly five million people descend on Lucerne each year.
Lucerne
Lion monument Lucerne
20
Chevrolet:
The
First 100 Years
A brief history from the early
beginnings to today
The motor car was barely two decades old when
the Chevrolet Motor Company came into being
100 years ago. Most vehicles were large and luxurious
machines, bought by the fortunate few who could
afford this new-fangled means of personal transport.
And that’s how Chevrolet started out.
It all begins with the Classic Six
T
he result was the prestigious and advanced
Classic Six, on which the Chevrolet name
was bestowed to capitalize on Louis’ considerable sporting fame. On November 3,
1911, the Chevrolet Motor Company was incorporated in Flint, Michigan, U.S.A. Production
of the Classic Six began the following year.
Billy Durant, however, realized the best way
to expand was to focus on high volume, lowpriced cars, as Henry Ford was proving with
his Model T. Louis disagreed and departed the
company in October 1913 after severe arguments with his partner Durant. That left Durant free to push ahead with the more downto-earth four-cylinder H-series of cars, the first
to wear the Chevrolet bowtie emblem. Their
success allowed the company’s first steps on
the path to expansion beyond the U.S.A., with
a Canadian factory founded in 1915. The same
year, Chevrolet went head-to-head with the
Model T with its small economy 490 model.
The name was chosen because, at the time, the
Model T was priced at $490.
In 1917, Chevrolet introduced its first V8 engine, a configuration that would become closely associated with the brand from the 1950s
onwards. A year later, the company became a
division of General Motors, introducing its first
light truck at the same time. These moves assisted it in becoming the second largest motor
firm in America by 1919. It achieved its millionth vehicle milestone in 1922.
Global Expansion (1920 – 1930)
The company turned its eyes to Europe in the
1920s, a move inspired by its Danish-born president William S. Knudsen. It’s no surprise that
Denmark was the choice for GM’s first European factory, with its initial vehicle – a chevrolet
truck – built early in 1924. Demand soon outstripped supply though, and the General Motors Continental plant in Belgium put together
its first Chevrolet in 1925.
The plant was actually set up in an old abbey, and could only build 25 cars a day! Further
plants followed in Switzerland – rather fittingly,
given it was Louis Chevrolet’s home country –
as well as Poland, Germany and the United
Kingdom. With other manufacturing outposts
in South America and Australia, the company
established itself as a worldwide force during
the 1920s. Small wonder then that in 1927, it
toppled Ford from the top of the sales charts,
building one million cars in that year alone. Yet
the company wasn’t even 20 years old.
An important arrival for Chevrolet in 1926
was Harley Earl, heading up General Motors’
new Art & Color styling and design studio. His
ideas would go on to transform Chevrolet looks
through to the end of the 1950s and the man
himself became recognized as one of the most
important car designers of 20th century.
The world’s first SUV (1930 – 1940)
The 1930s were difficult years for the automotive industry – indeed, the world as a whole –
because of to the global depression. Chevrolet
weathered the storm though, at a time when
many of its rivals struggled badly or went bankrupt. It even introduced a number of innovations such as independent front suspension in
1934 and the first station wagon (estate), the
Suburban Carryall- the first SUV ever, in 1936.
By the end of the decade, all Chevrolets had received a fresh and exciting makeover, with
streamlined styling that kept them among the
best-looking of any cars from anywhere. Following the hiatus of the war, this trend contin-
ued, with “Fastback” (sloping rear) and “Bustle‑
back” (large boot) looks helping lead the way in
international car design.
A decade of dramatic design and innovations (1950 – 1960)
Automatic transmission was another significant introduction in 1950. But the best was yet
to come, in the form of arguably the greatest
Chevrolet of them all, the Corvette. Inspired by
European roadsters, Harley Earl’s Corvette was
the first real sports car to emerge from a major
American manufacturer and featured a thennovel glass-reinforced plastic body instead of
steel. Despite its many attributes, the Corvette
initially struggled to find buyers and was almost dropped. It was only with the introduction of a V8 engine in 1955 and a slick restyle in
1956 that the Corvette truly took off. And it
hasn’t looked back since; it remains the only
continuously-produced US sports car, with the
sixth generation model built and sold around
across the planet today. The small block V8 engine spread to other Chevrolets, too, becoming
one of the most significant and best-loved power units of all time. It’s still manufactured today, having been around longer than any other
mass-produced engine.
Chevrolet’s most flamboyant year was 1959,
when the “fins and chrome” era of design
reached its zenith, as typified by the Impala, an
imposing machine that had taken Chevrolet
up-market when launched in 1958. Its design,
with folded-over rear wings, was little short of
extraordinary. The following decade saw this
fashion toned down, with Chevrolet again at
the forefront of the move away from extravagance.
Chevrolet production
Corvette and Camaro: Two legends gain
their credentials (1960 – 1970)
Its answer for those seeking economy in a compact package was the Corvair in 1960; a distinctly European-flavored model much smaller
than previous Chevrolets and featuring a rearmounted engine. It was a radical break from
the norm for the company and showed how it
was reflecting ideas from around the world. But
for those who still like a dose of the extreme,
the restyled Corvette Sting Ray of 1963 was
enough to satisfy, with its razor-sharp angular
styling a complete departure from the previous
incarnation. The brand’s next major model of
the decade was the Camaro of 1967; a compact
and affordable performance model that would
become one of the more iconic “pony cars”, so
much so that Chevrolet has successfully reintroduced it, after the model name was dropped
in 2002.
Small is beautiful (1970 – 1990)
The 1970s was a tough decade for car makers,
with increasing government regulations, fuel
crises and financial recessions making it a
challenging time. Big was increasingly out,
small was in, and Chevrolet was ready with its
Vega model. At the other end of the spectrum
though, the Caprice provided Chevrolet a premium offer for those who wanted it. Under the
bowtie, there really was a car to suit everybody.
A year to celebrate was 1979, when the company achieved the epic landmark of its 100th millionth vehicle.
As the auto industry rallied in the 1980s,
Chevrolet used 1983 to update its Corvette for a
new generation, pointing the way into the future with increasing use of electronics. The
21
model celebrated production passing one million in 1992, the same year the Camaro celebrated its 25th birthday. However, those hoping
for a sexy new revamp of the Corvette had to
wait until 1997, when the C5 version gave the
sporty Chevrolet almost supercar looks.
The re-launch of Chevrolet in Europe
An ongoing triumph for Chevrolet in the 21st
century is its re-emergence in Europe. While
the cars had always been available outside of
their core American market, sales volumes
were rather low in Europe. General Motors’ acquisition of Daewoo Motors in 2001 allowed it
access to an already-established European retailer network and a strong manufacturing
base. At the start of 2005, the Chevrolet brand
was re-launched in Europe, offering a range of
small cars based of the former brand’s products. Since then, an entire new range of cars has
been introduced to a growing customer base.
Manufacturing has also returned, with the
opening of a brand-new assembly plant in St
Petersburg, Russia and several joint-ventures in
Eastern Europe and Poland.
The future begins now
Chevrolet celebrates its first 100 years with the
same values it has always had; dependable
technology, expressive design and great value.
And, as a birthday present to both itself and the
world, it will tackle the environmental concerns of today and tomorrow with the innovative Volt, the first electric car with extended
range capability.
22
“YOU ROCK, WE ROLL”
The Top 10 songs that are scientifically-proven
“audio-dynamite” to your vehicle’s hi-fi.
Whether it’s the boring daily commute to the
office, a weekend pilgrimage to a favourite backof-beyond country retreat, or a trip to see the
grandparents with the kids in the back, there is
only one perfect accompaniment to any driving journey – music.
“Road trip” and “mixtape” (although these days
it should probably be “playlist”!): two words
that were made for each other. Who hasn’t
rocked-out to their favourite anthem to celebrate the end of the working week, sobbed
along to a heart-breaking ballad after a gutwrenchingly painful break-up or merrily chorused with a bunch of mates on the way to the
beach? Given the eternally powerful combination of an empty open road and an all-time favourite song, it should come as no surprise that
car manufacturers take the subject of vehicle
acoustics very seri
ously indeed. Matt Kirsch
works for Chevrolet (itself included in over 600
songs) as lead audio engineer. In
principle, Matt’s
job is to fit a dynamic soundstage
that works for
every kind of
music genre into
a space not much
bigger than the
average recording
booth.
“In our work we need to be certain that the
infotainment system can cope with the hardest
“power” chords, singers with a broad vocal register, as well as instrumental tracks with a deep,
thumping bass.”
In terms of playback technology, times are
changing. While CD purchases still account for
nearly three-quarters of U.S. music sales in
2010 alone**, a massive and growing amount is
being downloaded – some 31 percent globally
(11 percent in Europe***). Because of this, Matt’s
team has the additional challenge of ensuring
digital signals sound equally as good as other
formats when owners connect their music via
MP3.
“It’s definitely not an easy job. We spend a
huge amount of time tuning sound systems for
ambiance and clarity, so that sitting in a car
like the Chevrolet Cruze sounds like sitting in
the front row at a concert hall. Test driving
the sound system when you’re car shopping is
an important “buy button’ that can be as key to
your long-term satisfaction as checking out how well
the vehicle handles. We set out to
deliver a far better
audio experience,”
says Matt.
“When buying a used
car, punch the buttons on
the radio. If all the
stations are rock and roll,
there’s a good chance
the transmission is shot.”
This view is backed
by professional audio judges from
the Mobile Electro“While of course
nics Competition
it’s an enjoyable
Association (MECA)
backdrop to the
who highly rated
Larry Lujack,
ride, music is acthe Cruze audio
a well-known American DJ
tually a proven
system’s acoustic
way to take the
credentials in their
stress-out of driving,”says Matt. “There are 2010 Sound Quality League competition.
studies* which show that listening to music
while driving sharpens the senses, keeps the
“Audiophiles believe that rating audio perdriver alert and even reduces tiredness.”
formance requires critical listening as well as
measuring output,” said Steve Stern, MECA
“Therefore, it’s really important that we are president. “Only the human ear can gauge how
able to create an environment that perfectly natural and believable the listening experience
captures the acoustics and vocals of the music is.”
being listened to, whether through an MP3 device or just the radio, all the while being aware
But ultimately, what really determines the
of the general noises that cars make as well as sound of music? If you think the art of music is
important things going on outside of the vehi- volume, you’d be wrong. According to Kirsch,
cle that the driver still needs to be aware of.”
it’s not how loud you can make it, but clarity
and definition that counts.
Matt spends almost all of his working day
carefully listening to thousands upon thou“Most people think that the best sound syssands of songs through radios, CDs and MP3 tems have to make the loudest noise possible,
players routed through Cherolet’s fleet of vehi- but you should listen for all-round dynamic tocles. Even for the most die-hard music fan, it nality and punchy vocal characteristics to decould be enough to turn one “GaGa”. But it is termine quality – whether you’re listening to a
crucial to the test program, ensuring that what smooth jazzy sound or R&B. From spending
gets played in the car really is music to the ears. years listening to all kinds of music types and
* Source: MSN, 2005
** Source: Recording Industry Association of America
*** Source: International Federation of the Phonographic Industry, 2010
23
styles, we actually have a few trusted tracks
that we always turn to in order to measure the
true acoustics of a vehicle. We think it’s a kind
of “greatest hits” from both a technical and auditory point of view. Of course there is the fact
that they’re all really incredible songs!”
Matt’s top 10 set of songs are not only perfect
for this scientific approach to car stereo design. He
claims that they’re also great for a “private”
audio test drive. Here is Matt’s full list with his
hints and tips on what to listen for to get the best
quality sound reproduction in a motor vehicle:
1. “Packt Like Sardines in a Crushd Tin Box”
by Radiohead
listen for the punch from the percussive
bass, and the ring of the steel drums
2. “Bird on a Wire”
by Johnny Cash
listen for the clarity in Johnny’s
distinctive voice, and his guitar to sound
natural and free of any coloration
3. “Don’t Know Why”
by Norah Jones
listen for Norah’s voice to sound natural,
and centred in front of you
4. “Diamonds and Rust”
by Joan Baez
listen for strong vocals, and for the instruments
to be set across a wide sound stage
5. “No One”
by Alicia Keys
listen for clarity in Alicia’s vocals and
spacious background sound
6. “Hotel California”
by the Eagles
listen for the clarity and dynamic range
during the opening guitar solo, and of course
the powerful drum beat
7. “Boom Boom Pow”
by the Black Eyed Peas
listen for powerful, accurate bass beats,
even at full volume
8. “Rock that Body”
by the Black Eyed Peas
listen to clear, intelligible lyrics over the
powerful, persistent bass beat
9. “Hide and Seek”
by Imogen Heap
listen for the enveloping ambience of the song, building on the openness and dynamic vocals
10. “He Mele No Lilo”
Mark Keali’i Ho’omalu from “Lilo and Stitch”
listen for the ambience and staging as the
children’s chorus is offset by powerful bass
To set up your own personal audio test drive,
Matt’s Top 10 can be downloaded from iTunes
(http://c.itunes.apple.com/gb/imix/matt-kirschs-chevrolet-europe/id429876306)
32
sits on the sideboard. I ask him what his greatest achievement was. But he doesn’t refer to
the trophies. He talks of something else: engineering his first car, the Classic Six.
The design included the first counterbalanced crankshaft, the first gear shift lever in
the middle of the floor, first out-of-the way
handbrake under the dashboard and there
were even plans for fender skirts and running
boards, but the machine shops of 1911 could
not make them.
Louis Chevrolet
Engineer and founder of Chevrolet Motor Company
The Constant
Innovator
EXCLUSIVE: Motor-racing dare-devil and engineer
Louis Chevrolet reveals his greatest achievement to
Chevrolet’s European News Bureau.
Interviews with one of the greatest motor-racing drivers
of all time are rare, and as I sit in his modest Detroit
home, it is hard to believe that it is owned by a man who
sat down at a work bench in 1911 and scrawled a
name on note paper with a stub pencil which has since
been carried to every corner of the world.
I
t has appeared on the automobiles he raced
and created and is synonymous with iconic
designs and an unflagging spirit of optimism. But if you met this big but handsome
man on a street corner you’d probably think he
was a retired banker, doctor or other profession
and certainly not internationally-renowned
Swiss engineer, Louis Chevrolet.
The dark hair has aged with time to a shimmering grey and his once famous handle-bar
moustache is now trimmed a little more these
days, but peering through horn-rimmed glasses and pointing with one of his famous yellow
pencils into a scrap book, you get a glimpse
into a spectacular life and pioneering age that
we will never see the likes of again.
“We race because it’s where we started. It
fuels our love for competition and we remain
“That was a beautiful car that was ahead of
its time. It was equipped with many safety and
design innovations we take for granted and
was within the reach of new and cost-conscious motorists for the first time. It really is
one of my biggest achievements. The Classic
Six set the benchmark for things to come.”
New age of innovation
“I was very much inspired by my father who
was a watchmaker in La Chaux-de-Fonds in
Switzerland. He showed me that you could offer a customer significantly more value than
the volume leader, while selling for only little a
bit more money,” adds Chevrolet, “This is a
principle the company adopted and continues
to offer.
“The Baby Grand and Royal Mail are perfect
example of cars that offered a lot for the money
– valve-in-head engine, electric starter and
headlights – and were successful with buyers
because they were affordable and simply intuitive to use.
in racing for two basic reasons: to win on the
track and win in the marketplace,” says Chevrolet as he leafs through the scrap book.
“While on the track I was celebrated as ‘the
dare-devil Frenchman’, after spending something like three years of my life in hospital beds
following various accidents, I decided that the
cars I built would be made of the strongest materials and would feature many of the innovative safety innovations that were being developed at the time.”
He spots a picture of himself chatting with
the legendary Frenchman, Marshall Foch, at
the Indianapolis race track and admires the
headline “Louis Chevrolet Breaks World’s Record” as he re-traces a lifetime of memories.
“Judging by the many safety awards Chevrolet
has won with its Cruze, Orlando, Aveo and
Malibu around the world, I believe the company’s engineers listened to me properly,” adds
Chevrolet.
“I was planning a campaign for 1911,” Chevrolet tells me, “and needed a car. That was
when I met William Durant, with whom I incorporated Chevrolet Motor Car Company on
November 3, 1911. I closely watch Chevrolet
motorsport as it is my passion. I am heartened
to see the Yvan Muller/Alain Menu-Swiss/
French driving partnership doing so well in
the Cruze as they are places and people close
to my heart and remind me of myself and places of my childhood.”
From the 1930s to the present, Chevrolet has
been responsible for many important automotive inventions, including (to name but a few)
hydraulic brakes, column gear shifts and independent front suspension. The company also
introduced us to yet another forward-thinking
idea with the Suburban sports utility vehicle
(known to many now as the SUV) in 1936.
We walk through a room where the Harkness Trophy (won at Sheephead Bay in New
York where he beat Ralph de Palma and also
set a new world speed record of 111 miles per
hour) and the Fort Dearborn Trophy of 1917
My time with Chevrolet is coming to an end
and he is anxious to get out of the house, as he
has been glancing at my 2011 Volt that’s on the
street outside. He expresses how eager he is to
learn, first-hand, how its battery and range-extending technology is about to make the petrol
pump almost redundant for the first time in 150
years.
“I am regularly quoted as saying ‘let nothing
stop you’ as we cannot let innovation and progress stand still. The new era of individual mobility, that started with our advanced family
vehicle for 1915 with overhead valve technology, continues with the Volt, and there is a place
in the future for a revolutionary electric car.
“The 1915 Chevrolet Baby Grand is the product of experience and similar to the Volt in many
Legendary cars
and iconic ads that
made Chevrolet
During the telecast for this year’s Superbowl the cast
of Glee burst onto the television screens of over
111 million people in a television commercial for the
range-extending Volt EV, featuring a rendition
of the 1950s jingle “See the U.S.A. in your Chevrolet”.
Aimed at a new generation of Chevrolet owners,
the ad is one of a long line of print and TV commercials that have become as iconic as the cars
they feature. Whether it’s “sweet, smooth and
sassy” in the 1950s, “as American as apple pie,
hot dogs and baseball”, or “the Heartbeat of
America” in the 1980s, they’ve been the signature themes to everything from family entertainment TV shows with Dinah Shore and Pat
Boone to Los Angeles Dodgers game openers
since 1949.
“We go from sell the machine to sell the
dream within 10 years as the Chevrolet brand is
established in America through advertising
and see the birth of suburbia and urban living
in the 1930s where the automobile is an integral
part of everyday living,” says GM Heritage Center Archivist Larry Kinsel.
“From muscle cars to modern suburban
commuter vehicles, since 1911 the constants
that appear in every advert or commercial
whether it’s in print, for TV or online is that
Chevrolet offers durability, quality, value for
money and practicality,” adds Kinsel.
Part of GM’s rich cultural heritage, Chevrolet’s advertising and TV commercial in the
global media archive are used as much today as
when they were created by everyone from Hollywood movie moguls to Chevrolet fans and social historians alike.
ways as it is a game changer. The Baby Grand
was the first car with a magneto starter rather
than a crank handle and was equipped with
electric lights and set the benchmark in terms
of safety and performance.
33
cost-conscious motorists for the first time
while offering significantly more value than
the volume leader. If only I had been involved
in the design…”
“Volt, like the Baby Grand before it, is changing the way we think about transportation and
puts zero emission vehicles, once the preserve
of only the rich, within the reach of new and
“The global media archive in Sterling
Heights houses millions of original photographs and adverts, plus thousands of motion
picture films and video masters from around
the world in Sterling Heights.
“The archivists are frequently called on to
use the collection to match iconic car adverts or
cars to movies or work with production companies to help create retro TV commercials. We
also assist Chevrolet fans and owners on a daily
basis re-connect with their past with an ad for
their office or garage wall – many of the assets
are working harder now than when they were
created,” adds Kinsel.
Some of the original printed adverts in the
GM Heritage global media archive come directly from GM facilities, while others are donated
by individuals, including many former GM employees, whose personal collections contain
items of significant corporate historical value
and are welcome additions to GM's permanent
historical record.
“These one-of-a-kind visual works chronicle
the people of GM and their contributions, documenting the workforce, fashion, culture, and
events of the day,” adds Kinsel. “Advertising reflects each decade not just of Chevrolet but the
evolution of the motor car and how it’s influenced history.”
The first Chevrolet Motor Company adverts
appeared in the early 1900s and as Chevrolet
expanded William Durant turned to advertising agency Campbell Ewald in 1919 – beginning
a partnership with GM that lasted more than 90
years, promoting a very Chevrolet attitude as
much as dependable vehicles.
The first color print adverts appeared in
1925, reflecting the paint and trim options
available in the Chevrolet range at the time –
grey, plum and black and show the growing use
of the car for leisure pursuits.
The 1930s saw Chevrolet ads reflecting the
austerity of the time following the great depression, highlighting the rugged capabilities of
“knee action” front independent suspension
and “peak economy”. The 1950s record the
birth of rock and roll, the invention of the teenager, use of television as a medium and the
“sweet, smooth and sassy” Chevrolet Bel Air in
which people could “See the U.S.A. in your
Chevrolet”.
Leaping forward to the 1970s Chevrolet in
the U.S.A was as representative of America as
perennial favorites such as apple pie, hot dogs
and baseball… which inspired several regional
variations of the US TV commercial including
‘Braaivleis, rugby, sunny skies and Chevrolet’
in South Africa.
Supporting Chevrolet in the brand's centennial year in Europe in 2011 is an advertising
campaign entitled “Make it Happen”. Developed by G2/Herezie, Chevrolet's lead creative
agency, the new campaign embraces the Chevrolet DNA of “empowerment” and “can-do spirit”. This new generation of ads encourages us
all to make the most of every day and no missed
opportunities – backed by a ZZ Top soundtrack .
About the GM Heritage Center
GM’s Heritage Center exists to preserve the
past, showcase the present and inspire the future and as well as being the central archive, is
also home to 800 vintage, historic and concept
GM cars built for motor shows and design programs, while the archive houses significant
documents, manuals, brochures, and artifacts
documenting GM's rich first century of history
and innovation.
The Heritage facility in Sterling Heights,
Michigan – bigger than an American Football
pitch – holds 8 million images from original
brochures, manuals and build sheets, to rare
examples of badging and signage, this unique
and growing repository reflects the historical
accomplishments upon which GM is building
its future – with 1.3 million assets accessible via
the web.
Chevrolet Vehicle Information Kits are also
available from the Heritage Center Archive
containing basic specifications and equipment
availability for most Chevrolet vehicles from
1913 to 2007 – all via free web download.
Requests for images and information:
support@gmmediaarchive.com
34
The artificial
of America
On July 3, 1952, Henry Opitek was admitted to Wayne
State University’s Harper Hospital in Detroit
suffering from shortness of breath and chest pains.
He was having a mild heart attack and until
that day the prospects of his survival were slim.
A
little after 80 minutes, Opitek was in the
recovery room and not aware that his
medical procedure, carried out by Dr Forest Dodrill, had just re-written medical
rule books, changing the face of cardio-surgery
and paving the way that made open heart surgery common practice.
Why? Of those 80 minutes a mechanical
heart was used for 50 minutes to keep Opitek
alive while his heart was repaired. Dr Dodrill
was the first surgeon to use a mechanical heart
pump on a patient at Wayne State University’s
Harper Hospital in Detroit and there’s a reason
that the heart pump looks like a 12-cylinder
engine. It was made by General Motors.
Beyond cars and trucks
General Motors scientists and engineers have
had impact in many areas beyond their traditional scope of developing new and better cars
and trucks – from paint and gasoline to solar
cells, hydrogen fuel cells, and even the inertial
guidance system for NASA’s Apollo moon programme.
Believe it or not, one of the lesser known
ground-breaking GM research contributions
was in medical science rather than transportation, and it is housed permanently at the Smithsonian Institution today.
used to take over the complete body function
of maintaining the blood supply of the body
while the heart was open and operated on.”
Dr Dodrill was absolutely confident a machine could be developed to temporarily replace the human heart’s blood-pumping function and make open heart surgery possible.
Several previous devices had been used during
surgery with animals, but the issues of how to
preserve red corpuscles when blood was
pumped through a machine as well as how to
prevent blood clotting and infection had to be
tackled before a machine could be used for
heart surgery on humans.
With parts made of stainless steel, glass,
and rubber, it used air pressure and vacuum
pumps to circulate blood from the 12 chambers through the patient’s body while the heart
was being operated on.
Dr Dodrill and his medical team turned to a
team of scientists and engineers at the General
Motors Research Laboratories in Detroit for
help to develop and then build a mechanical
heart that would address all these issues.
One million lives saved
The result was the Dodrill-GMR Mechanical
Heart, built by the GM Research Laboratories
at no cost, in the public interest. Measuring
25.4 cm by 30.5 cm by 43.2 cm, it resembled a
12-cylinder engine, with six separate chambers that looked like cylinders.
As Dr Dodrill modestly noted in his report
for the Journal of American Medicine, “To our
knowledge, this is the first instance of the survival of a patient when a mechanical heart was
“We’ve come a long way since that first heart
operation in 1952 and it’s estimated that,
worldwide, more than one-million open heart
operations are performed using a heart-lung
machine each year,” said Dr Larry Stephenson,
Wayne State University cardiothoracic surgeon and medical historian. “Without some
form of blood pump or heart-lung machine,
many of the heart operations we routinely do
today would not be possible.”
The success of the Dodrill-GMR Mechanical
Heart began a wave of research and medical
advances that continue to this day. And what
of Henry Opitek? He lived for almost 30-years
after the operation in Michigan.
The Engine is
the Heart of the Car
Chevrolet’s real-life heart surgeon puts
the feel-good factor into Corvettes.
The engine is the heart of the car and maybe
that’s why Dr Jamie Meyer left his study of cardiovascular disease to instead focus on delivering the best Chevrolet aftermarket automotive
engines to race car enthusiasts.
Most of the people in the automotive arena
have engineering degrees, or maybe business
or marketing credentials. But not Dr Meyer. “I
earned a PhD with honours in Anatomy and
Cell Biology from the medical school in Syracuse and have a fellowship from the University
of Cincinnati’s College of Medicine.”
So how do you become the heart and soul of
GM Performance Parts as Product Integration
Manager? “My job was studying cardiovascular
disease and my passion was playing with cars.
So during the nights I was writing for car magazines. On weekends I was announcing drag races. Both careers kind of collided in 2005 when I
was offered and took a position at GM looking
after Chevrolet performance engines. It’s the
position I’m still in today and I’ve been having a
great time since.”
Dr Meyer may love the car business and although his day job is designing and building
super-fast Corvette engines, he still has a soft
spot in his heart for his cardiovascular learning’s, regularly running healthy heart workshops for GM employees on how to look after
their hearts at work.
As well as managing the GM Performance
Parts business, Dr Meyer is a licensed drag car
racer and set up ‘Moms Racing’ in 1995, a foundation that offers people with a safe alternative
to illegal street racing.
Moms Racing stages events at a local drag
strip in New York and introduces illegal racers
to a safe place to go race and hang out and talk
about cars. It still works to keep drivers involved and passionate, while not endangering
other people on the roads.
Dr Meyer wants people to be healthier and
safer and he wants them to enjoy their vehicles.
“I think about cars 24 hours a day. I wake up in
the morning and I think about how to modify
them.”
Even though his career is no longer in the
medical field he still has an interest in the continued research on heart disease and works
closely with American Heart Association in Detroit.
35
36
Iconic ChevROLETS
Illustrated Brand History
Throughout its 100-year history,
Chevrolet has created hundreds of different
cars and trucks for passionate fans
and collectors. Some stand out as iconic –
personifying the spirit, style, and
dependability that have defined Chevrolet.
Showcasing 100 years of innovations from
safety glass to Chevrolet’s electric-powered Volt,
the GM Heritage Center collection
has gathered together 22 of the most iconic cars
in the history of the company.
1911
1914
Chevrolet Royal Mail Roadster 1932
Chevrolet Sport Roadster
The early Suburban was the
grandfather of the modern
SUV. However, the steel-bodied,
truck-based Chevrolet Suburban
“Carryall” originated as a more
robust and accommodating
alternative to “woodie” station
wagons when it was introduced
in mid-1935. Continuing into
1936 with few changes, the first
generation Suburban was
often put to work carrying up to
eight persons, plus their gear
and luggage, to rugged and remote
locations – where work, play,
or the pursuit of adventure
awaited. During the past 75 years,
many of the more than two
million Chevrolet Suburbans built
have continued that original
mission, while others have taken
on new roles, such as serving
as VIP limousines. Along the way,
the Suburban has become
the longest-lived, continuous
production, automotive
nameplate in the United States.
37
In late 1913, just two years
after its founding, Chevrolet
introduced the 1914 Royal Mail
Roadster. It was the first
Chevrolet to wrap almost every
Chevrolet-specific attribute
into one car. Contemporary and
jaunty, the Royal Mail had
great visual appeal. Its reliable
2.8 l 4-cylinder engine had
overhead valves, a premium
design that contributed to its
relatively high power rating. The
car’s moderate $750 list price
included a top, windshield and
speedometer – items that had
been accessories on more expensive
cars just a few years before.
In retrospect, it seems fitting that
the Royal Mail was one of the
first models to carry the Chevrolet
bowtie badge.
Arriving in the midst of the
Great Depression, the 1932
Chevrolets were advertised as,
“The Great American Value.”
The cars’ styling and chrome
accents echoed GM’s more
expensive 1932 Cadillac models.
Priced at a low $445, the Chevrolet
Sport Roadster included a
“rumble seat” for two, built into
the rear deck. Chevrolet’s
6-cylinder overhead-valve engine,
introduced in 1929, provided
smooth, economical power.
Upgrades for 1932 included
a synchromesh transmission that
helped eliminate embarrassing
gear clash. Without a doubt, the
styling of the ’32 helped make
Chevrolet America’s favorite car
that year. Even today, many collectors point to the 1932 Chevrolet
when asked to name their favorite
Chevrolet of all time.
1936
Chevrolet Suburban
38
1948
Chevrolet’s new Advance
Design trucks for 1948 were the
first completely restyled
General Motors vehicles introduced after World War II. From
the start, people loved the
new Chevrolet pickups. (And they
still do – the Advance Design
generation trucks are cherished
by collectors as classics today.)
The new, roomier cabs for ’48
provided spacious three-across
Chevrolet Pickup
During the decades since the
first Chevrolet trucks rolled out
in 1918, some once-common uses
for Chevrolet trucks, and the
special models that served these
needs, have fallen by the wayside.
Open-sided panel trucks called
Canopy Express trucks were once
common, and used for many
types of delivery services. Before
supermarkets came along,
“hucksters” commonly sold fresh
fruits and vegetables curbside
in neighborhoods from such trucks.
The GM Heritage Center collection
has one of the last 1949 Canopy
Express trucks in existence.
In 1952, GM styling head Harley
Earl and a small team of designers
set out to create an American
sports car using innovative fiberglass body construction. Crowds
thronged the resulting roadster –
the Chevrolet Corvette – at the
1953 GM Motorama. A production
version, powered by a warmedup Chevrolet six, followed. A few
years later, GM engineer Zora
Arkus-Duntov, a Russian-born
émigré who knew his way around
European sports car racing, gave
Corvette its high-performance
heart. Duntov massaged Ed Cole’s
elegantly simple and lightweight
1955 Chevrolet small-block
V-8 into a racing engine competitive in most any arena.
By 1956, a Corvette race car with
the right factory authorized
parts could give nearly any car
in the world a good run. And
that was just the beginning.
1955
Chevrolet Bel Air Sport Coupe
seating. The Chevrolet truck
driveline, which had proved itself
in every possible way during
the war, hadn’t needed – or received – much tweaking. Reliable
and versatile, the Chevrolet
half-ton pickup continued as the
farmer and tradesman’s fourwheeled friend. With the advent
of the ‘48s, more families began
to consider a Chevrolet pickup for
a second car.
1949
Chevrolet Canopy Express
1953
Chevrolet Corvette
Occasionally, a new car arrives
at just the right moment – and
history is made. One such standout in the 100-years of Chevrolet
is the 1955 Bel Air. Chevrolet
had a “durable, but dull” image in
the early 1950s that cried out to
be re-energized. The 1955
Chevrolet, especially in top-level
Bel Air guise, did just that.
Debuting just as rock n’ roll was
about to shake America to its
cultural roots, the longer, lower
and often two-toned 1955
Chevrolet exuded American
optimism. A sizzling new
“Turbo-Fire” V-8 – the engine
that launched Chevrolet’s
legendary small-block engine
family – was optional. Chevrolet
ads called the ’55 “The Hot
One,” an allusion both to its
V-8 performance and recordbreaking sales pace.
1957
Chevrolet Bel Air Nomad
1963
Chevrolet Impala
By 1962, the Chevrolet Corvette
had earned global respect for its
performance prowess and was
on its way to becoming the favorite,
if never official, car of America’s
astronauts. Then came the 1963
Corvette Sting Ray. Based on a oneoff sports racer penned by GM
design chief Bill Mitchell, the
Corvette Sting Ray “Split-Window”
Coupe was quite possibly the most
exciting production car America
had yet experienced. Beyond
its superbly tailored form, the Sting
Ray had a new and effective
independent rear suspension,
offered extra-potent, fuelinjected small-block V-8 power,
and, best of all, was surprisingly affordable.
The 1967 Chevrolet trucks
led truck design into a new era.
Leaner and cleaner in every
line, the new models appeared
lower and longer – somehow
managing to look both car-like
and rugged at the same time.
Their large, rounded wheelhouses
added a design touch evocative
of several popular GM cars of the
era. The ’67s were more durable
than ever, and were to their
core tough machines designed
first of all to get the job done.
Many features of the new pickup –
and the Suburban that shared
its styling – were designed to appeal
to the still relatively small, but
growing, number of customers
seeking comfortable and capable
trucks for recreational use or
personal transportation.
39
The strikingly sleek Chevrolet
Nomad of 1955-1957 brought
mid-century modern design to
the utilitarian station wagon.
The Nomad got its name, along
with its unique roofline and
rear body treatment, from a 1954
GM Motorama Corvette concept
wagon conjured up by GM
design chief Harley Earl – father
of the 1953 Corvette roadster.
Encouraged by the show car’s
reception, and mindful that
America’s burgeoning suburbs
were absorbing ever more station
wagons, Chevrolet developed
the Nomad into a premium Bel
Air-level “halo” model for their
1955-57 regular wagon lines. The
Nomad two-door sport wagon
design was produced through 1957.
Each of the three model years
still has its passionate followers –
the original Nomads have never
gone out of style.
The Beach Boys sang harmonies to Chevrolet’s 6.7 l bigblock V-8, rated at a thumping
425-hp for 1963. The hardtop
’63 Impala Sport Coupe, with its
convertible-look roofline, crisply
tailored flanks, and pointed
fenders, beautifully showcased
the big brute of an engine.
The sleek 1963 Impala could also
be had with a Chevrolet 283 or
327 small-block V-8 engine, and
was even available as a sixcylinder model. The popular Super
Sport package included special
SS exterior details and front bucket
seats with a console. Collectors
drool over ’63 Impalas today – especially when there is an original
6.7 l V-8 under hood – and the
’63 is also a favorite with hot rodders
and customizers.
1963
Chevrolet Corvette
Sting Ray
“Split-Window” Coupé
1967
Chevrolet Pickup
40
1969
Providing a spectacular grand
finale to the first generation
Camaro (1967 - 69), the freshly
restyled ’69s raced through a year
of unprecedented exhilaration.
Chevrolet’s hot four-seat sportster
was turning up at the head of
the pack everywhere, it seemed.
The Z28 was headed for a Trans
Am racing championship, several
dozen specially produced ZL-1
aluminum-engined Camaro
Chevrolet Camaro
The El Camino “passenger-car
pickup” first appeared in 1959
and was, along with the ’60 edition,
based on the full-size Chevrolet.
Following a three-year hiatus, the
El Camino returned for 1964,
as a derivative of the new intermediate-sized 1964 Chevelle.The
restyled ’68 El Camino was as
sleek as any vehicle with a pickup
bed could be. That same year,
1970
the El Camino was finally available with Super Sport equipment,
and buyers could fully partake
of the additional muscle-car options
offered for the Chevelle SS. The
1970 El Camino SS, stuffed with
6.5 l or 7.4 l Chevrolet big-block
power, is the ultimate El Camino
of the muscle car era.
Chevrolet Chevelle SS
1971
Chevrolet C10
Cheyenne Pickup
coupes were providing thunderous
thrills at drag strips and race
circuits, and a specially detailed
RS/SS 396 Convertible popped
up just in time to pace the 1969 Indy
500. No 1969 Camaro would
ever become just another used car.
The spirit of the now-iconic ’69
is subtly evident throughout the
all-new 2010 Camaro
1970
Chevrolet El Camino SS
The muscle car era peaked
in 1970, and leading the way to the
summit was the SS 454 Chevelle.
Chevrolet’s 7.4 l big-block, the
largest displacement production
Chevrolet V-8 ever, was new
for 1970. That same year, GM first
permitted engines larger than
6.5 l in its intermediate-sized cars.
One result was perhaps the
most legendary of all Chevrolet
Super Sports, the SS 454 Chevelle.
The available 450-hp LS-6 bigblock could launch the SS 454 to
100 mph (160 km/h) in about
13 seconds.
Original, unmodified LS-6 SS
454s are rare collectibles today.
However, many enthusiasts build
their dream Chevelle SS from
Chevrolet’s Performance Parts
catalog – the GM Heritage Center’s
’70, with its modern 505-hp, LS7
7.0 l V-8, is a sterling example.
The trend had been building for
years and in 1971, it became
impossible to ignore: Mainstream
America was falling in love with
Chevrolet trucks. The 1971 trucks
helped Chevrolet set a new car
and truck calendar year sales
record of more than three million
vehicles that year. On a modelyear basis, Chevrolet truck production for 1971 totaled 739,478, also
a record at that point. Of all the
Chevrolet truck models offered for
’71, by far the most popular was
the 2WD C10 pickup, with more
than a quarter million built.
Spurring the half-ton’s acceptance
was the new-for-1971 Cheyenne
premium trim package, which
raised Chevrolet pickup interior
style and comfort to new levels.
1976
Tradition counts in the truck
business, and wise truck
makers stay mindful of the past
while moving ahead. When
Chevrolet launched its smoothsided, double-walled Fleetside
pickup box in mid-1958, it kept
the Stepside box in the lineup
as well. It would remain available,
one way or another, for another
45 years. The classic Stepside
design had a small step – really a
Chevrolet C10
Stepside Pickup
Chevrolet thunder rolled across
Europe in 1989 when 24 pre-production ZR-1 Corvettes arrived on
the Continent for a press tour
in the south of France. The ZR-1,
also known as the “King of the
Hill” Corvette, was powered by a
technically advanced 32-valve,
4-cam, 5.7 V8, developed with Group
Lotus of England. Although quite
tractable at low speeds, the engine
– coded LT5 – had breathtaking
performance right to the red line.
Engine supply delays pushed
the official ZR-1 introduction into
the 1990 model year. In 2009,
Chevrolet resurrected the ZR1
designation (sans hyphen) for a
new supercharged Corvette
model that surpasses the 1990-1995
ZR-1 in performance.
The fourth-generation Camaro,
featuring completely new and
extremely smooth styling, was introduced for 1993 as a coupe only.
The Z28 featured a 275-hp version
of the Corvette LT-1 small-block
V-8 introduced the year before –
making the Camaro performance
model the closest car to a Corvette
available with a rear seat. A Camaro
Z28 paced the 1993 Indianapolis
500, marking the fourth time the
brand had served as the Indy
Pace Car (earlier appearances were
in 1967, 1969 and 1982). As had
become tradition, a Pace Car
Edition package was offered
through Chevrolet dealers.
1993 Z28s were built with the
colourful pin-striped Indy
Pace Car package.
1996
Chevrolet Impala SS
41
vestige of the old-time running
board – mounted ahead of
each rear fender. These were useful
for reaching items collected at
the front of the bed. Convenience
aside, some Chevrolet pickup
buyers just plain liked the look of
a Chevrolet Stepside. The dealeradded paint striping and aftermarket wheels on the Stepside
shown provided an individualized
custom appearance.
1989
Chevrolet Corvette ZR-1
1993
Chevrolet Camaro Z28
Chevrolet closed out its
rear-wheel-drive, full-size sedan
lineage in fine style with the
1994-96 Impala SS. The cars offered
impressive performance – their
260-hp 5.7L LT1 Corvette smallblock V-8 engine could propel the
1,905 kg cruisers to more than
114 km/h in a quarter mile. A sporttuned suspension, extra-powerful
four-wheel disc brakes, and wide
17-inch tires on special aluminum
wheels, were also standard.
Exterior moldings matched the
body color – black-only in 1994,
with dark cherry metallic and dark
grey-green also offered during
1995 and 1996. Inside, leather seating surfaces and a leathercovered steering wheel exuded
luxury.
42
1997
Chevrolet Corvette Coupe
The 2008 Chevrolet Tahoe
Hybrid helped introduce the twomode hybrid green technology
to full-size SUVs. In 2004, GM, BMW
and DaimlerChrysler engineers
set out to jointly develop a twomode hybrid system suitable for
full-size cars and SUVs. A system
developed by GM’s Allison transmission division for use on transit
buses, was the starting point.
The two-mode hybrid system
channels gas and electric motive
power through an electronically
variable transmission, enabling
a significant improvement in
fuel economy, compared to standard gas-engine powertrains.
Chevrolet Tahoe and Silverado
models with the two-mode system
are still the fuel economy leaders
in their segments, with EPA estimated 20 mpg (11.7 l per 100 km)
city and 23 mpg (10.2 l per 100 km)
highway.
The TV commercial that introduced the 1967 Camaro showed it
emerging from an erupting volcano.
For 35 years, an unforgettable
lineup of fun-to-own, fun-to-drive
Camaros emerged from that
metaphoric volcano. In 2002, the
mountain went dormant. Then,
at the 2006 North American International Auto Show in Detroit, a
new Camaro concept emerged to a
standing ovation from the media
and fans packing the convention
hall – and rekindled the passion
of the iconic 1969 Camaro. After
the concept Camaro upstaged
what looked like several volcanoes
worth of pyrotechnics and
special effects in the 2007 film
TRANSFORMERS®*, the pressure
to put it into production intensified. Much to the delight of
Camaro enthusiasts everywhere,
the new Camaro that emerged
onto the automotive scene for 2010
was wonderfully faithful to the
concept design – and to the spirit
of the original. With the recent
addition of a convertible, and soon
an ultimate performance ZL1, the
Camaro revival is just beginning.
2011
Chevrolet Volt
The fifth-generation (C5)
1997 Corvette debuted to global
acclaim. Everything was fresh,
from the taut, yet fluid, styling to
the new LS1 small-block V-8,
refined chassis, and improved
body construction. The transmission was now mounted at the
rear axle, an arrangement that
contributed to a desirable 50-50
front-to-rear weight distribution.
Equipped with an available
6-speed manual transmission,
the 1997 C5 could reach 273 km/h
(170 mph). From its especially
strong hydro-formed box frame up,
the 1997 C5 was designed to be
exceptionally rugged. The C5
convertible, which followed the
coupe into production a year later,
further demonstrated the effectiveness of the new structural design.
2008
Chevrolet Hybrid Tahoe
2010
Chevrolet Camaro
*TRANSFORMERS and all related characters are
trademarks of Hasbro and used with permission.
© 2011 Hasbro. All rights reserved.
The Volt is battery powered for
the first 40 to 80 kilometers and
emits zero CO2. After charging up,
the revolutionary electric-powered
Chevrolet Volt’s petrol-powered
generator seamlessly provides
additional electricity to continue
on for another 500 kilometers or
so, when needed. This extendedrange capability frees Volt owners
from the range anxiety that can
haunt owners of battery-powered
cars. The Volt was named Motor
Trend® Car of the Year for 2011, has
collected Green Car Journal’s Car
of the Year® award, was chosen
Automobile Magazine’s Automobile of the Year, and was voted
2011 North American Car of the
Year by automotive journalists. As
of early July 2011, Chevrolet
estimated that about two-thirds
of the more than two million
miles driven so far by Volts owners
had been on electricity from
the grid.
2012
Chevrolet Corvette
Centennial Edition
The 2012 Centennial Edition
Corvette pays homage to
Chevrolet’s history and racing
heritage, even as its bold,
edgy monochrome appearance
places it firmly in the present.
The Centennial Edition package
can be ordered on any 2012
Corvette model, and is available
exclusively in carbon flash
metallic, with satin-black graphics
and unique Centennial satin black
wheels accented by red brake
calipers. Ever since 1955, when
43
the fledgling Corvette was first
fitted with the new smallblock Chevrolet V-8, Corvette has
personified the passion and
performance of Chevrolet, and it
has held a unique position as
America’s sports car, winning fans
and races worldwide as erstwhile
competitors came and went. Most
recently, Corvette won the GTE
class at the 2011 24 Hours of Le
Mans, beating Ferrari, BMW, and
Porsche.
Chevrolet
is ready
for the next
century
44
Chevrolet
Harnesses Sun
Capacity to charge a dozen Volts daily; excess
energy to supplement dealer’s use as dealerships pledge
to install solar-powered charging stations.
C
hevrolet is installing solar-powered electric charging stations for its Volts at dealerships in North America. The Green Zone
initiative will generate electricity equivalent to 12 full vehicle charges per day and excess electricity created will help supplement
the dealership’s power needs.
“The Chevrolet Green Zone will provide our
U.S. dealers with added flexibility when it
comes to charging their vehicles, while also reinforcing GM’s commitment to renewable energy projects,” said Chris Perry, vice president,
Global Chevrolet Marketing and Strategy.
American Chevrolet in California and Al
Serra Auto Plaza in Michigan are the first U.S.
dealerships to complete their solar charging
capability by installing Green Zones on their
property.
“The question isn’t whether to install a solar
canopy, it’s where and how many,” said Joe
Serra, president of Serra Automotive. “It’s a win
for us because the electricity generated will
help reduce operating costs, and it’s a win for
the environment since solar power helps reduce our carbon footprint.”
Each canopy generates enough electricity
for up to 4,500 charges per vehicle annually.
The proof of concept for the Green Zone project is housed at the Detroit Hamtramck assembly plant, manufacturing home of the Volt.
Chevrolet’s Green Zone Initiative is part of
GM Ventures’ recent announcement to invest
5.2 million ($7.5m) in Sunlogics, a solar panel
manufacturing and development company
that will supply the panels and install the dealer charging stations. Both American Chevrolet
and Al Serra Chevrolet partnered with Sunlogics for installation of their Green Zones.
“Just one of these canopies provides enough
renewable energy to power two to three homes
per year, or more than 25 percent of a dealership’s energy consumption,” said Perry. “Collectively, that will be a lot of power we are putting back into the grid.”
As part of the GM Ventures investment announcement in Sunlogics, General Motors
committed to double its solar output globally –
from 30 megawatts to 60 megawatts by 2015.
The company derives 1.4 percent of its U.S. energy consumption from renewable resources.
GM is the leading user of renewable energy
in automotive manufacturing. It has three of
the largest automotive rooftop solar power installations in the United States, and the world’s
largest rooftop solar installation at its car assembly plant in Zaragoza, Spain. Additionally,
GM has started construction on a new solar
field at its Detroit-Hamtramck facility and
completed construction on a solar array on top
of its Baltimore Operations facility.
The Volt can be charged
at any 240V household power
outlet.
A full charge will take about
four hours. The Volt
can be programmed to charge
overnight, making
use of the lowest possible
electricity rates.
Chevrolet Volt
Re-Charges Gulf Oil
Spill Waste
Chevrolet recycles 96,388 kg of oil containment
booms used to clean-up the Gulf of Mexico spared
from landfill and used to make electric cars
Oil-soaked booms from the Gulf of Mexico are
providing more than enough recycled material
to make a production year’s-worth of air-deflecting baffles fitted to the underside of the
Chevrolet Volt a positive outcome of the worst
offshore oil spill in U.S. history.
The rubber baffle or “air dam” is a special
aerodynamic feature on the front of the Volt
just under the bumper which reduces the
amount of air travelling under the car, increasing the overall aerodynamic efficiency of the
Volt and overall battery range while also improving airflow into the engine and radiator.
“GM decided to offer assistance by collecting boom material from the Gulf coast until
there was no longer a need,” said John Bradburn, GM’s manager of waste-reduction efforts. “We’re in the process of identifying other
areas where the material we have left can be
used – potentially in our plants – now that we
have a sufficient quantity for the Volt.” Using
the recycled oil containment booms, whose oil
and water was refined or used for energy, allowed GM and its supplier partners to:
/Reuse 365km (227 miles) of the absorbent
boom material
/ Save 109,776 liters of water and oil from the nation’s landfills
/Eliminate 96,388kg (212,500 lbs) of
waste from being thrown out
/ Prevent 149 tons of CO2-equivalent emissions
from entering the air
45
The remaining 25 percent is a mixture of postconsumer recycled plastics and other polymers.
Before GM began the project, the only options for the contaminated boom material
were disposing of it in a landfill or burning it
for energy. While energy conversion was preferable to waiting hundreds of years for the material to decompose, both options end the life
of a material that, if recycled, could live indefinitely.
In 2010, GM facilities worldwide recycled 92
percent of the waste they generated. It uses recycled and bio-based materials such as plastic
bottles, blue jeans, cardboard, carpet, tires, kenaf fibers, balsa wood and soy in its vehicles.
The air dams comprise 25 percent boom
material, 25 percent recycled tyres from GM’s
Milford Proving Ground vehicle test facility in
Detroit and 25 percent packaging plastic from
GM’s Fort Wayne Assembly plant in Indiana.
“We use recycled and bio-based materials
whenever possible both in the vehicle manufacturing processes and plants and are pleased
to be associated with the role we played in
helping the Gulf clean-up efforts,” concluded
Bradburn.
2 MOTOR
A 111 kW/150 hp electric drive unit powers the Volt’s
wheels at all times. Unlike conventional engines, there
are no step gears and instant torque (370 NM) makes
the Volt a lot of fun to drive.
5 Charging Cables
The Volt can be easily charged anywhere at any time with
its portable charging cable. At home, wall-mounted
charging stations in your garage are the most convenient
solution.
1 Range Extender
The range extender is unique and sets the Volt apart
from other pure battery-powered cars. It allows you to
continue your journey once the battery’s energy is
low. The 1.4 l engine serves as a generator to sustain the
battery charge and extends the range to about a total
of more than 500 km
5
1
2
4
3
3 Brakes
The Volt is equipped with an electro-hydraulic brake
system that enables regenerative braking The
system converts G-forces to electrical power, then
stores the energy in the battery pack.
4 BATTERY
The heart of the Volt is the state-of-the-art lithiumion
battery. 288 prismatic cells deliver 16 kWh. A
sophisticated active liquid thermal control system
heats or cools each battery cell for optimum
range and performance. The Volt’s battery management runs more than 500 diagnostics at 10
times per second. You can drive up to 80 km on a
battery charge.
46
EN-V: A Vision
for Future Urban
Mobility
Radical Change in Mobility to Address Growing
Urbanization Issues as Convergence of Electricity and Connectivity
Redefines Automobile DNA
Chevrolet’s bow-tie still stands for iconic design and in our
centenary year we are celebrating 100 years of driving
passion, changing the way we thought about transportation.
F
rom successes of the past such as new ideas
like the Suburban – the world’s first SUV in
1936 that changed personal mobility – we
are now embarking on our second hundred
years.
Propulsion, navigation and safety remain
key to personal mobility, but the future of travel is about to be transformed, even now as we
consider the global environmental impact of
the automobile.
Vision of the Future
By 2030, urban areas will be home to more
than 60 percent of the world’s 8 billion people.
This will put tremendous pressure on a public
infrastructure that is already struggling to
meet the growing demand for transportation
and basic services.
General Motors and its strategic partner,
Shanghai Automotive Industry Corp. Group
(SAIC), are exploring several solutions for tomorrow’s drivers. Among the most promising
is a new vehicle form called EN-V.
A Promising Solution
EN-V, which is short for Electric NetworkedVehicle, maintains the core principle of personal mobility – freedom – while helping re-
move the motor vehicle from the environmental debate and redefining design. EN-V is
a two-seat electric vehicle that was designed to
alleviate concerns surrounding traffic congestion, parking availability, air quality and affordability for tomorrow’s cities.
“EN-V reinvents the automobile by creating a
new vehicle DNA through the convergence of
electrification and connectivity. It provides an
ideal solution for urban mobility that enables
future driving to be free from petroleum and
emissions, free from congestion and accidents,
and more fun and fashionable than ever before,” said Kevin Wale, President and Managing Director of the GM China Group.
Breakthrough Technology
The EN-V concept was inspired by the Personal Urban Mobility and Accessibility (P.U.M.A.)
prototype, which was developed by GM in conjunction with Segway and debuted in April
2009. The motors not only provide power for
acceleration but also control deceleration and
stopping. Turning radius has been dramatically reduced compared to today’s conventional
vehicles, enabling EN-V to “turn on a coin.”
Zero-emission power for the motors is provided by lithiumion batteries currently seen in
Chevrolet’s Volt electric vehicle (EV). Recharging can be done by conventional conductive
charging using household power, allowing
EN-V to travel at least 40 kilometers on a single
charge. EN-V can also improve the efficiency
of the public electric infrastructure since the
vehicle has the capability of communicating
with the electric grid to determine the best
time to recharge based on overall usage.
By combining the Global Positioning System (GPS) with vehicle-to-vehicle communications and distance-sensing technologies,
the EN-V concept can be driven both manually
and autonomously.
Its autonomous operating capability offers
the promise of reducing traffic congestion by
allowing EN-V to automatically select the fastest route based on real-time traffic information. The concept also leverages wireless communications to enable a “social network” that
can be used by drivers and occupants to communicate with friends or business associates
while on the go.
This combination of sensing technology,
wireless communication and GPS-based navigation establishes a technology foundation,
pieces of which could migrate from the EN-V
concept and potentially lead the way to future
advanced vehicle safety systems.
The ability to communicate with other vehicles and with the infrastructure could dramatically reduce the number of vehicle accidents. Using vehicle-based sensor and camera
systems, EN-V can “sense” what’s around it, al-
lowing the vehicle to react quickly to obstacles
or changes in driving conditions. For example,
if a pedestrian steps out in front of the vehicle,
EN-V will decelerate to a slower and safer
speed and stop sooner than today’s vehicles.
“The EN-V concept represents a major
breakthrough in the research that GM has
been doing to bring vehicle autonomy to life,”
said Alan Taub, Global Vice President of GM
Research and Development. “The building
blocks that enable the autonomous capabilities found on the EN-V concept such as lane
departure warning, blind zone detection and
adaptive cruise control are being used in some
GM vehicles on the road today.”
EN-V has been designed for the speed and
range of today’s urban city cars. It weighs less
than 500 kilograms and is about 1.5 meters in
length. By comparison, today’s typical automobile weighs more than 1,500 kilograms and
is three times as long. In addition, today’s automobiles require more than 10 square meters
of parking space and are parked more than 90
percent of the time. EN-V’s smaller size and
greater maneuverability mean the same parking lot can accommodate five times as many
EN-Vs as typical automobiles.
Smaller, Smarter Design
“EN-V incorporates significant technology
and material innovation, which has given the
design team a whole new world to explore,”
said Clay Dean, Director of Advanced Design
for GM North America. “Because of the lightweight structures, materials and integrated
controls, we created unique surface forms not
traditionally found in automotive applications.”
EN-V’s compact size makes it ideal for use in
densely populated cities thanks to its advanced safety and propulsion technologies.
But good things come in small packages, as
witnessed by EN-V’s innovative interior design, which provides maximum visibility to
the world outside. A simple interface for activating Wi-Fi-based technologies keeps occupants connected to the outside world.
“The future of how we move around in urban areas can combine the best of personal
mobility and public transit. There is a better
solution and it is called EN-V. It demonstrates
that we have both the knowledge and the abil-
A Chevrolet
Designer and the
small dream
The 1/64-scale model of his dream car –
Chevroletor – is inspired by a 1930-era racers,
1957 Corvette SS, Batman and a model of movie star Arnold Schwarzenegger as The Terminator from the vast toy collection he drew
upon for inspiration for the Hot Wheels Designer’s Challenge held by toy giant Mattel.
Meet Amaury Diaz-Serrano, a Chevrolet designer with a love
for cars big and small who has just landed his dream job.
Hot Wheels design director Alec Tam said
Hot Wheels have long been inspired by real
cars, such as the Chevrolet Camaro, for their
1:64 scale die-cast models, but for the 40th anniversary of Hot Wheels, car industry designers were asked to do something a little different.
As a kid he dreamed of one day designing
cars for a living while play with Hot Wheels®
die cast toy cars at home, so when he was
asked to design a Hot Wheels® car for GM, he
was beside himself.
“The chance of designing a Hot Wheel is
like going to the moon,” Diaz Serrano said.
“I never would’ve imagined I would have two
cool jobs in my life,” he added, “designing cars
for GM and Hot Wheels.”
ity right now to create a way to move people
that not only ensures a ‘better city’ but also offers people a ‘better life,’” said Taub.
The body and canopy of EN-V are constructed from carbon fiber, custom-tinted Lexan and acrylic, materials that are more commonly used in motorsport, aerospace and by
NASA because of their strength and lightweight characteristics. The ability to work
with such innovative materials provided a
learning opportunity for GM’s design teams to
study the feasibility of future automotive applications.
While EN-V leads the way in terms of efficiency
and technology, it also sets a new benchmark
for vehicle design. For its debut, GM had design teams around the world provide their vision of what future mobility will look like.
By day, Serrano can be found at GM’s legendary Technical Center in Warren, Michigan,
as part of the team behind the Camaro and
Chevrolet car and truck range, but his real passion is designing race cars with a difference.
47
“They took some chances on design and did
things they are unable to do in their day jobs,”
he said. “Hot Wheels is one of the few places
where a car designer can not only be a kid but
can really realize the vision of their design.”
Tam said each car had to capture the Hot
Wheels core values – speed, power, performance and attitude – as well as reflecting the
distinctive look of each automaker. Each car
also had to be able to perform a loop on a Hot
Wheels orange track.
EN-V
Diaz-Serrano, who was given his first Hot
Wheels car in 1968 by his Dad – a blue Camaro
– at a Sears in his native Puerto Rico still collects them today and has more than 3,000 Hot
Wheels, toy garages, and other play memorabilia in his basement.
“I give some of the toys away every year to
needy kids,” he says, “but I always pick up a
new Hot Wheels every time I go shopping. I’ve
been doing fan cars at work and fan cars for toy
companies, so I have no complaints,” he said.
“I get paid to play.”
48
CATWALK TO SIDEWALK
You are what you drive – How your sense of touch, sight
and smell inspires Chevrolet
Erin Crossley is surrounded by coloUr swatches and
textile samples from New York Fashion week, where
supermodel glamour and attitude mixed with beautiful
couture clothing influences everything from Main
Street and the chair you sit in to your cell phone.
W
hether you’re slipping into a beautiful
dress or buttoning up a tailored suit,
your sense of style makes you feel special and cared for. Erin’s job is to help
people experience this with something altogether different, every day.
“A couch, clothing or soft furnishing designer will instantly recognize the colour waves in
the studio as well as words and phrases – there
are other commonalities in colour positioning
and harmonization,” adds Erin, “including the
use of matte and gloss finishes that have to
match side-by-side.”
Like an outfit, cars wrap around their owner
in a protective and decorative shell and embody the ideas and the attitudes of the time in
which we live, offering some prospect of transformation or a new journey, life and glamour.
“Everyone is a style guru. When you get
dressed you are unleashing an inner colour and
texture fashionista without even thinking
about it, simply by choosing the outfit you wear
to the office or for going out,” says Erin, who is
in charge of shaping the future look of Chevrolet car interiors.
“The multiple colour and trim palettes we
recommend have a vital and complex role as
they must grab your attention in the showroom, but be ‘fashion forward’ enough to ensure you still like them two years down the line
and that they remain ‘on trend’.”
If you think couture inspires car design,
you’d be half right, but there’s more to it – the
car you drive is an important accessory which
you also “put on”. It embodies design principles
which create the same human feelings people
experience when wearing a premium watch or
high-end fashion.
“I love seeing how our colour palettes and
trim recommendations are interpreted and
‘blinged’ by customers. It’s also interesting to
see how customers apply and personalize our
colour and texture combinations. There’s always something a little different as they’re a
statement of expression.”
“By adding personalizations such as a silk
scarf or cuff links you tell the world who you are
and make a bold “here I am” statement – and
this follows through inside your home to out on
the street and the car you drive,” says Erin.
You are what you wear
“Craftsmanship and detail make you feel
special whether you are wearing a handmade
jacket, carrying luxury luggage or in a car. One
of my passions is window shopping and I spend
hours looking at tiny details on handbags or
couture clothing lines that will achieve this. I
love to brainstorm how a small buckle on a belt,
the matte finish on a sofa or pattern used in a
catwalk outfit could be used in my work – it can
be very addictive.”
“Despite being so very different, under the
skin, there are many similarities between a
couture fashion, upholstery patterns and the
interior of the latest Chevrolet as each colour or
texture evokes a range of emotions.”
“Most of the skills I use applying colour and
texture were learned as a wall coverings, upholstery and fashion fabric designer. Each material
creates strong feelings – from leather to plastic,
wood or metal. A matte metal is fast and sporty
while a rich or neutral colour is relaxing.”
Consumers make an emotional connection
and have an affinity with a brand, so universally felt emotions play a big role in hitting the
“buy button”. What’s “hot” in terms of colour at
any given time counts whether it emphasizes
value or an opulent display status.
Erin adds: “Consumers naturally look for
friendliness in design whether they are buying
something to wear, for their home or a car.
Classic designs and neutral understated tones
are ‘in’ – something we first noticed in 2009,
where greys and neutral tones were big. People
have been buying to show pride in a smart purchase, but we are seeing more expressive hot
colours appearing for 2012.”
Women also control or influence 85 percent
of buying decisions – including purchasing and
maintaining vehicles – so the look, feel and
“new car smell” is as vital as any safety package
or entertainment system for the most discerning decision makers.
According to the DuPont Global Automotive
Colour Popularity Report, in 2010 silver accounts for 26 percent of cars sold globally, while
black accounts for 24 percent and white/white
pearl and grey hold joint third place with 16
percent each. Red holds a comparatively small
six percent of the market, blue five percent and
brown or beige three percent.
“One thing that has really caught my eye this
year is the increasing use of bold saddle leathers as a material by a spectrum of designers on
furniture and luxury luggage to garments.
We’re also seeing expressiveness with Chevrolet
buyers who are choosing more expressive decorative trims and brighter colours.”
Shaping the future
Most people assume that car design is a guy’s
job in vast studios which create exteriors and
interiors and may not know how a “female
touch” with colour and textures influences the
finished product. You may also be surprised to
discover that the people behind Chevrolet designs have also designed everything from mobile phones and upholstery fabrics to wall coverings.
“One of the best parts of my job is that I get to
research fashion shows and clothing exhibitions. It’s really cool because I see the trends,
colours and textures that will be the next big
thing for the upcoming season, and it allows
me to translate them and apply them to the
Chevrolet products our customers will drive,”
says Erin.
“Everyone in the team spends a considerable
amount of time researching trends on the runway, but they also delve into the world of interior designer and furniture to bring new and innovative ideas into the studio that shapes our
work.”
“It may be a cliché, but not one day is the
same and I get a real kick when I see something
I’ve designed on the streets. They’re a real labor
of love and I very much feel like they are part of
me as I have an emotional connection with
each car from early concept and inspiration
board to the final product.
“I think I have the best job in the world – and
I get paid to know the latest fashion trends!”
says Erin.
FIND YOUR
STYLE
CHEVROLET
FIND YOUR
49
50
Community News
Chevrolet’s social media presence on the World Wide
Web is as innovative as its products, with Facebook
pages for each of our models, the most popular of
which is the Camaro page with 1,836,950 fans.
Whether engaging with customers or just
sharing stories, Chevrolet has more websites
and online fan clubs than any other brand,
creating a lasting affinity with thousands of
enthusiasts and “friends” in our community
around the world.
Chevrolet has gathered a small selection of updates and posts from Facebook pages around
Europe and the rest of the world on 1 September 2011, featuring Chevrolet corporate announcements, events, Chevrolet fan updates
and aspects of our global online presence.
Chevrolet UK
Chevrolet celebrated its 100 year anniversary
at the world famous Ace Café in North West
London by unveiling a very special one-off
model of the Chevrolet Cruze (pictured). The
“Cruzemobile” echoes the look of the famous
“Bluesmobile”, we even had our own version of
The Blues Brothers, The Cruze Brothers who
performed a live set to over 500 guests.
As a follow-up to our earlier post, more than
60 Chevrolet Volts were shipped out this morning from Oshawa, so for Canadian fans, no
need to wait for other electric vehicles that
won’t be delivered for some time. Customers in
some provinces can expect it to arrive soon
and within 12 months, the Volt will be available nationwide in Canada. Check out VoltAge
for details.
Chevrolet Italia
Corvette Engineers Create High-tech Auto Sunscreen
La ricerca di Chevrolet continua! I nostri ingegneri hanno studiato una vernice speciale e
trasparente che protegge, con lo stesso principio
adottato per la pelle dai solari NIVEA, dai raggi
UV le parti in fibra di carbonio che ricoprono lavettura. La carrozzeria della propria auto, come
la vostra pelle, va preservata e Chevrolet-come
NIVEA-ha trovato il modo per proteggere la tua
auto anche sotto il sole più rovente.
In an effort to produce lighter, more fuel-efficient and better handling models, Chevrolet
Corvette features advanced materials such as
carbon fiber. Until now, exposed-weave carbon fiber, one of the coolest looks for fast, hot
cars, was unavailable to consumers because
the sun degrades the material.
Chevrolet España
Chevrolet, campeones del mundo en el campeonato de constructores!
Chevrolet, world champions in the WTCC constructors’ championship!
General Motors
Chevrolet Volt
The Chevrolet Volt Arrives in Canada
www.
chevroletvoltage.
com
Camaro beats the Mustang, Challenger and
370 in August 2011
www.
torquenews.
com
1,836,950
CaMARO
FANS ON FACEBOOK
51
52
Born
to Race
100 Years of motorsport is
ultimate test for safer road cars and
smart technology
1
Chevrolet racing has been at the heart of
everything it does to such a point that it’s more
than company tradition it runs deep in its DNA.
Louis Chevrolet built his first race car in which
he was clocked at 191.5 km/h – yet another
world record.
composite materials are all examples of trackproven technology that you’ll easily find on the
latest Chevy road cars.
A
From Indianapolis to NASCAR, American
Le Mans, World Touring Cars and BTCC to club
sport race, at any given weekend somewhere in
the world a Chevy will be pounding the tracks.
Champions of the WTCC World
“fearless Louis Chevrolet” is first reported
by the “Journal de Beaune” as winning
bicycle races in 1895 and within 10 years,
along with his brothers, he was racing motor cars.
They entered the inaugural Indianapolis
500 in 1911 and in the races that followed the
‘dare-devil Frenchmen’ was setting and breaking motorsport records across America. At one
meeting Louis met a certain William Durant
who asked if he would like to set up a business
building motor cars.
There’s no greater test than a race-track,
rally special stage or quarter mile. From the
punishing heat in Brazil where the Cruze
WTCC team competes or the ultimate test of
reliability and safety for a Corvette at the Le
Mans 24 hours in France, it pushes every part
of the car to the limit in the ultimate test of endurance.
In New York in his first motorized race – the
“Three Miles” – he reached a top speed of
109.7 km/h – a world record. In the same year,
Knowledge such as gained in races transfers
to the showroom from anti-lock brakes, safety
cell crumple zones and the use of light-weight
While the latest models in Chevrolet's product
range, the all-new Aveo, the Cruze HB and
the Captiva SUV, take their cue from classic
Chevrolet designs; exactly 100 years after the
first race successes by the company's founder,
the chevrolet team won again the FIA World
Touring Car Championship (WTCC) 2011.
Chevrolet's manager of motor sports, Eric
Nève, formed a team that successfully established itself in its first season and reached the
podium already in November 2005. The second season saw the newcomer winning two
races and finishing three times on the podium.
Today's international team of drivers includes
Alain Menu from Switzerland, Yvan Muller
The performance characteristics of the smallblock V-8 also helped establish Chevrolet as
strong contenders in the fledging stock car and
drag racing worlds of the 1950s, growing to
dominate them in the next decades. Chevrolet
is the most frequently winning brand in
NASCAR and has collected more NHRA Pro
Stock Manufacturers Cups than any other
brand –with Jeff Gordon and Jimmie Johnson
strong contenders in the NASCAR Sprint Cup
Series in 2011.
RANK +/-
DRIVER
Points
Behind
Starts Poles Wins Top 5 Top 10
1
2
3
4
5
Jimmie Johnson
Kyle Busch
Carl Edwards
Matt Kenseth
Jeff Gordon
873
852
855
834
830
Leader
-21
-38
-29
-43
25
25
25
25
25
+1
-1
+1
-1
+1
0
1
2
1
1
1
4
1
2
3
11
13
11
7
9
17
15
16
14
13
Oschersleben (D)
Valencia (ESP)
4 September
18
25
0
10
0
31 July
0
8
18
0
25
17 July
15
25
18
0
12
15
12
25
18
8
3 July
Donington (GBR)
18
25
8
12
6
19 June
Porto (PRT)
Yvan MULLER (FRA)
Robert HUFF (GBR)
Alain MENU (CHE)
Tom CORONEL (NLD)
Gabriele TARQUINI (ITA)
5 June
Brno (CZE)
1
2
3
4
5
15 May
DRIVER
Budapest (HUN)
RANK
24 April
2011 FIA WORLD TOURING CAR CHAMPIONSHIP — DRIVERS’ CHAMPIONSHIP
Monza (ITA)
TOTAL
18
25
10
0
1
10
12
25
0
8
25
18
0
12
15
25
12
15
18
8
18
25
8
10
6
25
18
15
12
10
25
18
10
12
6
25 10
18 8
10 18
1 12
15 15
25
10
18
15
0
25
18
15
6
12
333
317
253
158
157
18
25
15
12
0
18
15
25
8
10
4 September
43
22
23
6
Valencia (ESP)
30
14
40
10
31 July
43
18
27
6
40
26
22
6
Oschersleben (D)
43
27
18
6
17 July
Chevrolet
BMW Customer Racing Teams
SR Customer Racing
VOLVO Polestar Evaluation Team
3 July
Donington (GBR)
1
2
3
4
19 June
Porto (PRT)
DRIVER
5 June
Brno (CZE)
RANK
15 May
2011 FIA WORLD TOURING CAR CHAMPIONSHIP — manufactures CHAMPIONSHIP
Budapest (HUN)
2011
NASCAR success
2011 NASCAR — DRIVERS’ CHAMPIONSHIP
Monza (ITA)
Chevrolet Drivers’
Points
Standings in
ance racing at the “24 Heures du Le Mans”
was, and still is, Corvette's natural environment and 2011 saw the Corvette racing team
return to France. Since 2001, the Corvette racing team clocked-up seven victories in the
GTS/GT1 class in Le Mans. The current C6 R
race cars are based on the Corvette ZR1 supercar, which is part of the Corvette line-up.
When the Chevrolet Corvette was launched
in 1953, road racing and the world of endur-
Zolder (BEL)
Introduced in 1955, the Chevrolet V-8 transformed the brand, and fuelled American's love
“The Small Block continues to be a success
because it offers customers high performance
and an affordable price, in a compact design
that is easy to modify. The Small Block also
started a wave of innovation – and escalating
performance – that transformed the cars we
all drive on the street and, some of us, on the
track.”
24 April
Test of endurance
“It’s powered Chevrolet's factory racing programs, leading to wins in stock car, endurance,
and Trans Am series. Chevrolet's racing experience in turn led to more potent production
cars, creating legendary names like Corvette,
Camaro, Impala, and Chevelle.”
Zolder (BEL)
Chevrolet also won the British Touring Car
Driver’s Championship in its first full season
racing the Cruze, with Jason Plato behind the
wheel. In 2011, the Silverline Chevrolet BTCC
team – run by the Wellingborough-based RML
Group – returns to the Dunlop MSA British
Touring Car Championship, with 2010 champion Jason Plato again as lead driver supported
by Alex MacDowall, who at only 20 years of age
is the youngest driver in the series.
“The performance of the Small Block transformed Chevy and became the weapon of
choice for grassroots racers on the drag-racing
and sports-car tracks across America and elsewhere,” said Jim Campbell, vice president, GM
Performance Vehicles and Motorsports.”
Curitiba
20 MARCH
So far in 2011, Rob Huff, Yvan Muller have
thrilled WTCC audiences, around the world as
they battle for the drivers crown once again,
closely followed by Alain Menu – ensuring
Cruze dominates on the track. In September
Chevrolet was crowned with the 2011 manufacturer’s title, leading by 144 points with four
races to go.
of performance that continues today – seeing
the 100-millionth Chevrolet Small Block engine produced in 2011.
Curitiba
20 MARCH
from France and Rob Huff from the United
Kingdom. In 2010, Chevrolet became world
champions by winning the drivers' and manufacturers' title in WTCC. Chevrolet won seven
victories and 33 podiums in WTCC in 2010.
53
TOTAL
43
25
20
6
37
33
18
0
43
20
25
6
40
26
22
6
43
22
23
6
43
27
14
10
43
16
23
12
28
37
21
8
43
27
16
8
43
22
23
6
734
430
396
126
43
27
14
10
43
16
27
8
43
25
20
6
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com
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