The iconic bowtie is synonymous with Chevrolet, and this year it celebrates its centenary in style by appearing on 25 new products being launched across the world.
Chevrolet founder William C. Durant was the one who introduced the famous Chevy bowtie, on the 1914 Chevrolet H-2 Royal Mail and H-4 Baby Grand, resplendent at the centre of both models.
Since then, 215 million Chevrolet vehicles have proudly worn the badge – including 60 million that are still on the road. According to their press office, a Chevrolet car, crossover or truck is sold every 6.39 seconds across the word. The 140 countries that sell Chevrolets have helped the brand to achieve a sales record this year of 2.5 million units in the first six months.
It has mysterious origins – it may have come from a wallpaper design that Durant saw in a hotel in Paris, a newspaper advert spotted in Hot Springs, or a sketch drawn at the dinner table. His widow remembers Durant spotting a design that would be a good logo in 1912 – but there’s no actual record of what motif he saw.
Regardless of where it came from, the bowtie emblem has endured and will now be seen on the new Chevrolet Trax SUV amongst other new launches.
Chevrolet Chief Marketing Officer Tim Mahoney claims, "The Chevrolet bowtie is recognized around the world and has become synonymous with American ingenuity. Whether you're pulling thousands of pounds through rocky terrain in a Silverado pickup or commuting in a Spark EV, Chevrolet's bowtie will always be at the very front of your travels."
The first recorded use of the bowtie by Chevrolet was in October 2nd, 1913, in an edition of the Washington Post: “Look for this nameplate” appeared above the symbol.
Find out more about the new Chevrolet Trax here, or search our full range of new and used Chevrolet cars below.