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Share ThisBilly Durant had lost control over Chevrolet and General Motors in the course of the 1920’s depression. His company and personal finances were ruined. He used to say: “Money? What is money? It’s only a passing pleasure. Human beings are born with nothing, and they leave this world with nothing.” Thanks to this attitude he regained courage and reactivated his business acumen and founded “Durant Motors”.
After a turbulent period at the helm of General Motors, William S. Knudsen was able to establish himself as the head of the company. Knudsen had formerly worked for Henry Ford, a cause for concern among GM’s workforce. He had to make assurances not to employ any Ford workers in the Flint plant, and at the same time his task was to vie with his former employer for supremacy in the domestic automobile market.
Despite the rough times the down-to-earth Dane was successful. In 1924, he started production of the “Super Series K Pick-Up”, and the small van immediately hit a market niche. The “K” stands for Knudsen. Knudsen cultivated a very jovial relationship with his staff in contrast to the rigid hierarchy known in American organizations at the time. He used to say: “If you want to see me, come to my office and take a seat”. He signed documents with a simple “K”.
In May 1926, Knudsen announced a 10-million dollar expansion program, which was impressively reflected in that year’s sales figures. In 1926, Chevrolet sold 692,000 vehicles, some 200,000 more than in the previous year. In the same year, Ford had sold 1,550,000 vehicles, down some 500,000 from the year before. Chevrolet had already become a leader in the low-priced segment of the American market.
Chevrolet introduced in 1936 the “Suburban”, a vehicle that fundamentally changed the automobile market. With a focus on functionality, the credo of the new concept was “to carry all”. At long last, the whole family was to find sufficient space in one car – and preferably the fishing equipment too. To build this automobile, Knudsen’s engineers used a conventional truck chassis, but instead of installing a loading floor, as in the case of pick-ups, they had designed a generous passenger compartment in which up to 8 persons found sufficient seating space on three rows of seats. A sound 90 horse- power engine provided the necessary power, and the world’s first station wagon was born. The “Suburban” had changed only very little by the time production was stopped in World War II. After the war , the “Suburban” underwent continuous improvements.
In 1955, the basic model was delivered with a 100 horse-power engine, and in 1956 a V8 became the standard. In 1957, the “Suburban” was available for the first time with 4-wheel drive, which made it a truly practical vehicle. It was no longer defined a station wagon, but a car, and as such the prototype of the SUVs seen on our roads today.
