In its early days after being acquired by General Motors, Chevrolet positioned itself as a low-cost option competing with Ford, vying for consumers looking for basic and affordable transportation. Low-cost automobiles for the masses continued to sustain the brand through to the post-war period, leaving fancier and higher performing cars to its stablemates within the GM hierarchy. However, Chevrolet’s brand image changed the day it introduced the C1 Corvette to dealerships in 1953, and a full transformation concluded after
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