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Due to the prominence and name recognition of Chevrolet as one of General Motors' global marques, Chevrolet, Chevy or Chev is used at times as a synonym for General Motors or its products, one example being the GM LS1 engine, commonly known by the name or a variant thereof of its progenitor, the Chevrolet small-block engine. He also incorporated the Mason and Little companies.
With the reintroduction of Chevrolet to Europe, GM intended Chevrolet to be a mainstream value brand, while GM's traditional European standard-bearers, Opel of Germany, and Vauxhall of United Kingdom would be moved upmarket. Chevrolet vehicles will continue to be marketed in the CIS states, including Russia.
Durant and investment partners William Little (maker of the Little automobile), former Buick owner James H. Durant planned to use Chevrolet's reputation as a racer as the foundation for his new automobile company.
The first factory location was in Flint, Michigan at the corner of Wilcox and Kearsley Street, now known as "Chevy Commons" at coordinates , along the Flint River, across the street from Kettering University.
After Durant's second ousting in 1919, Alfred Sloan, with his maxim "a car for every purse and purpose," would pick the Chevrolet brand to become the volume leader in the General Motors family, selling mainstream vehicles to compete with Henry Ford's Model T in 1919 and overtaking Ford as the best-selling car in the United States by 1929.
Chevrolet-branded vehicles are sold in most automotive markets worldwide, with the notable exception of Oceania, where GM is represented by its Australian subsidiary, Holden; Chevrolet announced a return to the region beginning in 2018 after a 50-year absence.