You guessed it. Co-founder Louis is the source of the name Chevrolet. According to some theories, the word Chevrolet used to seem exotic and foreign, giving the otherwise domestic brand a little flare. But Chevrolet joined General Motors just seven years after they started. Since the company's inception, there haven't been any name changes, but Chevrolet is still a part of the GM family. Chevrolet's value propositions include cutting-edge designs and reasonable prices. Chevrolet has been successful in appealing to consumers' emotions in a sector where reason and logic predominate (price, safety ratings, and mileage remain to be the top priority for customers).