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{{Short description|Former automobile manufacturer}}
{{Unreferenced|date=February 2007}}
{{Infobox company

⚫ | name = Durant Motors
{{Infobox Defunct Company
| company_name = Durant Motors | logo = Durant logo.jpg
| logo_size = 100px
| company_logo = ]
| slogan = | caption =
| fate = Disolved | fate = Dissolved
| successor = <!--company merged into etc.--> | successor = <!--company merged into etc.-->
| foundation = 1921 | foundation = 1921
| defunct = 1931 <!--date it went bankrupt/merged etc.--> | defunct = 1931 <!--date it went bankrupt, merged, etc.-->
| location = ], ], ] | location = ], United States
| industry = ]<!--types of products or services offered--> | industry = ]<!--types of products or services offered-->
| key_people = ] | key_people = ]
| products = ]<br><!--some of company's notable products--> | products = ]<!--some of company's notable products-->
| num_employees = <!--peak number of employees--> | num_employees = <!--peak number of employees-->
| parent = <!--former parent companies, if any--> | parent = <!--former parent companies, if any-->
| divisions = ]<br>]<br>]/]<br>]
| subsid = <!--former subsidiaries, if any-->
| subsid = ]
}} }}


] ]
]
]
]

'''Durant Motors Inc.''' was established in 1921 by former ] CEO ] (also known as Billy Durant) following his termination by the GM board of directors and the New York bankers which financed GM. '''Durant Motors Inc.''' was established in 1921 by former ] CEO ] following his termination by the GM board of directors and the New York bankers who financed GM.<ref name= "flint">{{cite news |last=Levin |first=Doron P. |url= https://www.nytimes.com/1988/12/09/us/flint-journal-tribute-to-a-1908-durant-in-the-auto-s-future.html |title=FLINT JOURNAL; Tribute to a 1908 Durant in the Auto's Future |work=] |date=December 9, 1988 |access-date=April 29, 2018}}</ref>


==Corporate relationships== ==Corporate relationships==
Durant Motors attempted to be a full-line automobile producer of cars and fielded the ''']''', ''']''', and ''']''' brands which were designed to meet ], ], ] and ] price points. Billy Durant also acquired luxury car maker ] of ] at its liquidation sale in 1922; in theory Locomobile gave him a product that would compete against ] and ]. Durant Motors had a relationship with the ], ] and ] automobile name badges. The '''Rugby''' line was the export name for Durant's Star Car line. The '''Princeton''', a model aimed at the ] and ] price point was planned, but never realized; also planned was the '''Eagle''' car line but it never made it off the drafting tables. Durant Motors attempted to be a full-line automobile producer of cars and fielded the ], ], and ] brands, which were designed to meet ], ], ], and ] price points. Billy Durant also acquired luxury-car maker ] of ],<ref>{{cite web |last1=Evans|first1=Steve|title=Impeccably refined Locomobile |url=https://journal.classiccars.com/2018/06/21/impeccably-refined-locomobile/ |website=The ClassicCars.com Journal |access-date=7 November 2018}}</ref> at its liquidation sale in 1922;<ref name="Naldrett">{{cite book |last=Naldrett |first=Alan |title=Lost Car Companies of Detroit p. 26 |publisher=] |year=2016 |isbn=978-1-6258-5649-4}}</ref> in theory, Locomobile gave him a product that would compete against ], ], and ]. Durant Motors had a relationship with the ], ], and ] automobile name badges. The Rugby line was the export name for Durant's Star car line. However, from 1928 to 1931, Durant marketed trucks in the US and Canadian markets under the badge Rugby Trucks. The Princeton, a model aimed at the ] and ] price points, was planned but never realized; also planned was the Eagle car line, but it never made it off the drafting tables.

]


==Production== ==Production==
Durant co-founded a truck-making subsidiary, ], and also acquired numerous ancillary companies to support Durant Motors. In 1927 the Durant line was shut down to retool for a brand new modernised car for 1928, re-emerging in 1928 with Durant, Locomobile and Rugby lines in place, and dropping the Mason Truck and Flint automobile lines and top-selling Star car in April 1928. In 1929 Locomobile went out of production. Durant co-founded a truck-making subsidiary, ], and also acquired numerous ancillary companies to support Durant Motors. In 1927, the Durant line was shut down to retool for a brand-new, modernized car for 1928, re-emerging in 1928 with Durant, Locomobile, and Rugby lines in place, and dropping the Mason Truck and Flint automobile lines and the top-selling Star car in April 1928. In 1929, Locomobile went out of production.


Initially, Durant Motors enjoyed success based upon Billy Durant's track record at General Motors where he assembled independent makes Chevrolet, Oakland, Oldsmobile, Buick and Cadillac. However when sales failed to meet volumes sufficient to sustain Durant Motors holdings, the firm's financial footing began to slip. As a result, Durant Motors began losing market share and dealers. The final models, produced under the Durant brand, rolled off the assembly line in 1931 but continued in Canada as Durant Frontenac. Initially, Durant Motors enjoyed success based upon Billy Durant's track record at General Motors, where he assembled independent makes Chevrolet, Oakland, Oldsmobile, Buick, and Cadillac. However, when sales failed to meet volumes sufficient to sustain Durant Motors holdings, the firm's financial footing began to slip. As a result, Durant Motors began losing market share and dealers. The final Durant-branded models rolled off the US assembly line in August 1931 at Lansing, but continued in Canada into 1932 under Dominion Motors, which also built the Frontenac.<ref name= "leaside">{{cite news |last=Bradburn |first=Jamie |url= https://torontoist.com/2007/04/vintage_toronto_13/ |title=Vintage Toronto Ads: Sound Policies and Quality Products from Leaside |work=] |date=April 30, 2007 |access-date=April 29, 2018}}</ref>


==Subsequent history== ==Subsequent history==
The ] Durant plant on Verlinden Avenue opened in 1920. After the demise of Durant, it remained closed until GM purchased it in 1935. It restarted production for GM's ] division, later becoming the Buick-Oldsmobile-Cadillac factory. It was finally combined with another Lansing plant to become ]. That factory was closed on ], 2005. The ], Durant plant on Verlinden Avenue opened in 1920. After the demise of Durant, it remained closed until GM purchased it in 1935. It restarted production for GM's ] Division, later becoming the Buick-Oldsmobile-Cadillac factory. It was finally combined with another Lansing plant to become ]. That factory was closed on May 6, 2005.


Durant's ], factory was bought by the Fisher Body Division of General Motors, and built mostly Buick bodies until its 1987 closure.<ref name= "flint"></ref><ref name= "fisher">{{cite news |url= https://www.latimes.com/archives/la-xpm-1987-06-09-fi-5933-story.html |title=GM's Famed, Old Fisher Body Plant Is Slowly Fading Into Auto History |work=] |date=June 9, 1987 |access-date=April 29, 2018}}</ref>
Billy Durant died nearly broke at age 85 in 1947, the same year as Henry Ford, age 83.

Durant's ], plant, located at the northeast corner of East 14th Street (now International Blvd.) and Durant Avenue (also the boundary between Oakland and San Leandro), later became a General Motors parts warehouse. Part of the plant survives as loft apartments and the Durant Square shopping center.<ref>{{cite web |title=Durant Motors - Oakland |url=https://localwiki.org/oakland/Durant_Motors |access-date=21 October 2021}}</ref>

The company's Canadian ], plant later became a factory for the Canadian Wire and Cable Company, though it was later demolished and is now a neighborhood shopping center.

Durant's former plant in ], housed one of the first supermarkets in the 1930s, and then was used as a cookie bakery by ] for many years. It was in use as a warehouse when it was destroyed by fire in December 2011.<ref name= "fire">{{cite news |last=Nutt |first=Amy Ellis |url= http://www.nj.com/news/index.ssf/2011/12/elizabeth_fire_claims_a_storie.html |title=Elizabeth fire claims a storied building |work=] |date=December 25, 2011 |access-date=April 29, 2018}}</ref>

Billy Durant died nearly broke at age 85 in 1947, the same year as ], aged 83.<ref name= "general">{{cite news |last=Niemeyer |first=Glenn A. & Flink, James J. |url= https://www.americanheritage.com/content/general-general-motors |title=The General Of General Motors |work=] |date=August 1, 1973 |access-date=April 29, 2018}}</ref>


==Production model specifications== ==Production model specifications==
* ] *]


==See also== ==See also==
]
⚫ * ]
* ] *]
* ] *]
⚫ *]
*]
*]


==Sources== ==References==
{{reflist}}
⚫ Tad Burness, ''1920 - 1939 Car Spotters Guide'', Motorbooks International

==Further reading==
⚫ *Tad Burness, ''1920–1939 Car Spotters Guide'', Motorbooks International


==External links== ==External links==
* *


{{Durant Motors}}
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Latest revision as of 21:30, 8 December 2024

Former automobile manufacturer
Durant Motors
IndustryAutomobile
Founded1921
Defunct1931
FateDissolved
HeadquartersLansing, Michigan, United States
Key peopleWilliam C. Durant
ProductsVehicles
DivisionsDurant
Flint
Star/Rugby
Mason Truck
SubsidiariesLocomobile Company of America
Durant touring car 1923
Durant touring car 1923
Share of the Durant Motors, Inc., issued 6 March 1925

Durant Motors Inc. was established in 1921 by former General Motors CEO William "Billy" Durant following his termination by the GM board of directors and the New York bankers who financed GM.

Corporate relationships

Durant Motors attempted to be a full-line automobile producer of cars and fielded the Flint, Durant, and Star brands, which were designed to meet Buick, Oldsmobile, Oakland, and Chevrolet price points. Billy Durant also acquired luxury-car maker Locomobile of Bridgeport, Connecticut, at its liquidation sale in 1922; in theory, Locomobile gave him a product that would compete against Cadillac, Rolls-Royce, and Pierce-Arrow. Durant Motors had a relationship with the Dort, Frontenac, and DeVaux automobile name badges. The Rugby line was the export name for Durant's Star car line. However, from 1928 to 1931, Durant marketed trucks in the US and Canadian markets under the badge Rugby Trucks. The Princeton, a model aimed at the Packard and Cadillac price points, was planned but never realized; also planned was the Eagle car line, but it never made it off the drafting tables.

A 1929 Durant sedan

Production

Durant co-founded a truck-making subsidiary, Mason Truck, and also acquired numerous ancillary companies to support Durant Motors. In 1927, the Durant line was shut down to retool for a brand-new, modernized car for 1928, re-emerging in 1928 with Durant, Locomobile, and Rugby lines in place, and dropping the Mason Truck and Flint automobile lines and the top-selling Star car in April 1928. In 1929, Locomobile went out of production.

Initially, Durant Motors enjoyed success based upon Billy Durant's track record at General Motors, where he assembled independent makes Chevrolet, Oakland, Oldsmobile, Buick, and Cadillac. However, when sales failed to meet volumes sufficient to sustain Durant Motors holdings, the firm's financial footing began to slip. As a result, Durant Motors began losing market share and dealers. The final Durant-branded models rolled off the US assembly line in August 1931 at Lansing, but continued in Canada into 1932 under Dominion Motors, which also built the Frontenac.

Subsequent history

The Lansing, Michigan, Durant plant on Verlinden Avenue opened in 1920. After the demise of Durant, it remained closed until GM purchased it in 1935. It restarted production for GM's Fisher Body Division, later becoming the Buick-Oldsmobile-Cadillac factory. It was finally combined with another Lansing plant to become Lansing Car Assembly. That factory was closed on May 6, 2005.

Durant's Flint, Michigan, factory was bought by the Fisher Body Division of General Motors, and built mostly Buick bodies until its 1987 closure.

Durant's Oakland, California, plant, located at the northeast corner of East 14th Street (now International Blvd.) and Durant Avenue (also the boundary between Oakland and San Leandro), later became a General Motors parts warehouse. Part of the plant survives as loft apartments and the Durant Square shopping center.

The company's Canadian Leaside, Ontario, plant later became a factory for the Canadian Wire and Cable Company, though it was later demolished and is now a neighborhood shopping center.

Durant's former plant in Elizabeth, New Jersey, housed one of the first supermarkets in the 1930s, and then was used as a cookie bakery by Burry Biscuits for many years. It was in use as a warehouse when it was destroyed by fire in December 2011.

Billy Durant died nearly broke at age 85 in 1947, the same year as Henry Ford, aged 83.

Production model specifications

See also

1930 Durant sedan

References

  1. ^ Levin, Doron P. (December 9, 1988). "FLINT JOURNAL; Tribute to a 1908 Durant in the Auto's Future". The New York Times. Retrieved April 29, 2018.
  2. Evans, Steve. "Impeccably refined Locomobile". The ClassicCars.com Journal. Retrieved 7 November 2018.
  3. Naldrett, Alan (2016). Lost Car Companies of Detroit p. 26. Arcadia Publishing. ISBN 978-1-6258-5649-4.
  4. Bradburn, Jamie (April 30, 2007). "Vintage Toronto Ads: Sound Policies and Quality Products from Leaside". Torontoist. Retrieved April 29, 2018.
  5. "GM's Famed, Old Fisher Body Plant Is Slowly Fading Into Auto History". Los Angeles Times. June 9, 1987. Retrieved April 29, 2018.
  6. "Durant Motors - Oakland". Retrieved 21 October 2021.
  7. Nutt, Amy Ellis (December 25, 2011). "Elizabeth fire claims a storied building". NJ.com. Retrieved April 29, 2018.
  8. Niemeyer, Glenn A. & Flink, James J. (August 1, 1973). "The General Of General Motors". American Heritage. Retrieved April 29, 2018.{{cite news}}: CS1 maint: multiple names: authors list (link)

Further reading

  • Tad Burness, 1920–1939 Car Spotters Guide, Motorbooks International

External links

Durant Motors
1921–1932 Historic vehicles
Durant
Affiliated with
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