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Following the acquisition by General Motors in 1918 and under the wing of the parent company Chevrolet developed into one of the most popular companies in the US. In 1922, the one-millionth vehicle was produced. In 1927, Chevrolet sold one million automobiles per year in the United States alone. Chevrolet had become the market leader. The key to this fast upsurge was seen not only in the booming market for automobiles or in the “value for money” philosophy embedded by Durant in the company’s guiding principles. A large share of the company’s success in this period was due to the engineers and designers who provided Chevrolet with a series of breakthroughs and sweeping innovations and who had the courage to introduce these innovations in moderately priced automobiles.
Chevrolet was one of the first automobile manufacturers to replace the awkward and dangerous hand crank with a self-starter. Chevrolet was also the first company to standardize electric headlamps for “low-priced” vehicles.
In addition, Chevrolet offered numerous popular options, such as a built-in car radio (1924), or a brake shoe (1930) connected with a joint to improve the insufficient braking power common in automobiles of the time. In 1929, Chevrolet introduced a six-cylinder engine in commercial vehicles which soon became known as the “cast-iron wonder” due to its performance and durability. In 1934, Chevrolet introduced yet another automotive innovation – the independent front-wheel suspension – which made driving infinitely more comfortable. The real breakthrough for Chevrolet came as a result of a few models that remained uncontested bestsellers for several years, due to the fact that certain ultra-modern concepts in chassis construction had been introduced and implemented consistently. The prime example of this was the development and marketing of the “Suburban”.