William Durant did not think much of ‘horse-less carriages.’ In fact he made his first million investing in a horse-drawn carriage company. He felt the public would hate the stink of fuel and the smoke from automobile engines. Rather than depend on government regulation, he decided to jump in and create a car company that produced cleaner products.
He acquired the foundering Buick Motor Company, and soon rolled in other manufacturers including Oldsmobile, Cadillac, Pontiac (Oakland) and others. He then partnered with engineer Louis Chevrolet on another brand consumers know today all under the umbrella of ‘General Motors.’
Durant’s philosophy differed from Henry Ford’s. Ford created only one model of car in ‘any color you want, as long as it’s black.’ GM produced many models of cars and in different colors. He had the vision to create what we call car dealerships today. Finally Durant introduced the idea of buying a car on credit.
The visionary also created parts manufacturing companies. This vertical integration guaranteed a supply of components for General Motors. For example there was a radiator company, a bearing company and Dayton Engineering Laboratories (Delco).
During WWI, William Durant, as president of GM, refused to build war supplies. This alienated powerful people around him, and set him on a course where he would be replaced as top guy in the company by Alfred Sloan.
He then went on to start another automobile company, Durant Motors. It did not perform as well as GM, now the largest carmaker in the world. As Black Tuesday arrived Durant, with the Rockefellers, dumped a ton of money into the Market to show confidence. It was for naught and he was financially ruined.
Picking himself back up, in the late 1930s, he opened a bowling alley/restaurant in his home in Flint, Michigan. He even worked in the kitchen. He felt it could grow into a profitable chain, but it never materialized.
Durant’s machinations are part of the sprawling story of Speaker of the Street.