(ITB Assignment)

NAME: Talha Waseem

REG: 42875
CLASS: (TUESDAY)

BRAND: CHEVROLET

"Find New Roads"

Type Division

Industry Automotive
 Founded November 3, 1911; 106 years ago

Founder Louis Chevrolet

William C. Durant

Headquarters Detroit, Michigan, U.S.

Area served Worldwide (except South Asia, South

Africa, Hong Kong, Macau, North
Korea, Cuba, Iran, Sudan, and Syria; to
relaunch in Oceania July 2018)

Key people Alan Batey, Senior Vice President[1]

Products Automobiles
Commercial Vehicles
Trucks

Vehicle financing
Services
Vehicle insurance
Vehicle repairs
Vehicle sales
Vehicle maintenance

Owner General Motors Company

Website chevrolet.com

Evolution:
Chevrolet, colloquially referred to as Chevy and formally the Chevrolet Division
of General Motors Company, is an American automobile division of the
American manufacturer General Motors (GM). Louis Chevrolet and ousted
General Motors founder William C. Durant started the company on November 3,
1911 [2] as the Chevrolet Motor Car Company. Durant used the Chevrolet Motor
Car Company to acquire a controlling stake in General Motors with a reverse
merger occurring on May 2, 1918 and propelled himself back to the GM
presidency. 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.[3]
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. In 2005, Chevrolet was relaunched
in Europe, primarily selling vehicles built by GM Daewoo of South Korea with the
tagline "Daewoo has grown up enough to become Chevrolet", a move rooted in
General Motors' attempt to build a global brand around Chevrolet. 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.[4] However, GM reversed this move in late 2013, announcing that the
brand would be withdrawn from Europe, with the exception of
the Camaro and Corvette in 2016. Chevrolet vehicles will continue to be
marketed in the CIS states, including Russia. After General Motors fully acquired
GM Daewoo in 2011 to create GM Korea, the last usage of the Daewoo
automotive brand was discontinued in its native South Korea and succeeded by
Chevrolet.
In North America, Chevrolet produces and sells a wide range of vehicles,
from subcompact automobiles to medium-duty commercial trucks. 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.

On November 3, 1911, Swiss race car driver and automotive engineer Louis

Chevrolet co-founded the Chevrolet Motor Company in Detroit with William C.
Durant and investment partners William Little (maker of the Little automobile),
former Buick owner James H. Whiting,  Dr. Edwin R. Campbell (son-in-law of
Durant) and in 1912 R. S. McLaughlin CEO of General Motors in Canada.
Durant was cast out from the management of General Motors in 1910, a
company which he had founded in 1908. In 1904 he had taken over the Flint
Wagon Works and Buick Motor Company of Flint, Michigan. He also
incorporated the Mason and Little companies. As head of Buick, Durant had
hired Louis Chevrolet to drive Buicks in promotional races. 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 43.0086339°N 83.7099114°W, along the Flint River, across the
street from Kettering University.
Actual design work for the first Chevy, the costly Series C Classic Six, was
drawn up by Etienne Planche, following instructions from Louis. The first C
prototype was ready months before Chevrolet was actually incorporated.
However the first actual production wasn't until the 1913 model. So in essence
there were no 1911 or 1912 production models, only the 1 pre-production model
was made and fine tuned throughout the early part of 1912. Then in the fall of
that year the new 1913 model was introduced at the New York auto show.
INTERNATIONAL OPERATIONS:
As of 2010 Chevrolet had operations in over 140 countries, and global sales in
2011 set a record with 4.76 million vehicles sold worldwide.
BRAND: LEE COOPER

Type Subsidiary

Industry Clothing

Founded 1908 (as M. Cooper Overalls)

Founder Morris Cooper

Headquarters London, England,
Great Britain

Key people Andy Dunkley (CEO)

Parent Iconix Brand Group Inc.

Evolution:
Lee Cooper Brand is an English clothing company, operating worldwide, that
licenses the sale of many Lee Cooper-branded items, including denim jeans.
The head office is located in London, England. The company originally produced
workwear for export, and began to specialize in denim jackets and trousers in
the 1930s. Founded in London’s East End by Morris Cooper in 1908, Lee
Cooper is the original British denim brand with an international following of loyal
fans.
HISTORY:
friend, Louis Maister, after they arrived in London from their hometown
in Lithuania (then part of the Russian Empire), having previously spent some
time in South Africa. Operating under the name M. Cooper (Overalls) Ltd., from
premises on Middlesex Street in London's East End, they began production of
workwear, the brand that eventually became Lee Cooper was established in
1908 by Morris Cooper and a having identified a market for it in South Africa.
During the years of the First World War, M. Cooper (Overalls), which by then
employed over 600 people, halted production of workwear and began making
uniforms, kit bags and rucksacks for the British Army. In 1937, a new factory
dedicated to the manufacture of denim was opened in Stratford, with the
business reporting a profit of £1,000 by year end. The outbreak of the Second
World War in 1939 led Morris Cooper to split the business into two: one arm
continued making workwear, while the other concentrated on producing military
uniforms, battle fatigues and flight overalls. M. Cooper (Overalls) eventually
became one of the biggest suppliers to Her Majesty's Armed Forces.
Post-war [edit]
Morris Cooper died in 1940 and his son, Harold Cooper, took over the business
upon his return from active service in the RAF. He set about modernising the
company and building on its wartime success, switching focus to casual wear
and denim production, and taking advantage of the introduction of clothes
rationing to increase competitiveness. As part of a re-branding strategy, the
company was rechristened, with Harold adding a version of his wife's family
name, Leigh, to his own to create "Lee Cooper".
Lee Cooper jeans were adopted by the youth counterculture of the 1950s and
1960s and Harold capitalized on this association by sponsoring a Rolling
Stones tour and working with Serge Gainsbourg and Jane Birkin. The company
caused a degree of moral outrage in 1953 by introducing the zip-front to
women's jeans[7] and commissioned a series of bold publicity campaigns, some
of them incorporating fictitious designers such as the Italian 'Alfredo Angelous' in
order to appeal to subcultures such as the Mods, who favored continental style.
[8]

The late 1970s saw expansion of production, with the company opening
factories in Ireland, France and Tunisia and by the mid-1980s these facilities
were producing between 40,000 and 45,000 garments per week. During this
time, annual turnover grew to more than £100 million. Lee Cooper was also one
of the main pitch side sponsors at the 1984 European Championships in France.
In 1989, the Cooper family sold their majority stake in the business and since
then Lee Cooper has become a 'lifestyle' brand, operating in more than seventy
markets across the world. In 2008, the company celebrated its centenary.
Brand Position :

Men and Women, 18-35 years of age

The Lee Cooper customer is approachable, relaxed and has a laid back attitude
towards life. They like well-cut, hardwearing clothing from a reliable brand which
can transcend seasons. Individuality is integral to their personal style.
40 licensee partners internationally
Operates as a 100% licensing business, present throughout Europe, the Middle
East, the Indian subcontinent, Asia Pacific and Central America.
Sold in over 100 countries worldwide with over 500 Lee Cooper branded stores
Lifestyle categories include apparel, fragrance, footwear, head wear, eyewear
and luggage.