On 16 September 1908, William C. “Billy” Durant incorporated General Motors in New Jersey, establishing a company that would fundamentally reshape the automobile industry. Durant, already successful as a carriage manufacturer, had taken control of Buick and recognised the potential of bringing several automotive businesses under one corporate umbrella. Buick and Oldsmobile formed the foundation of the new General Motors, while Cadillac joined the growing organisation in 1909.
Rather than concentrating on a single mass-market model, Durant pursued a diversified portfolio covering different customers and price points. His acquisition drive soon brought Oakland, later Pontiac, and other automotive and component companies into GM. Within its first two years, the corporation had assembled around 30 companies.
Durant’s expansion ultimately led to his removal from GM in 1910, although he regained control in 1916. His original vision of a multi-brand automotive group, however, became a defining model for the modern motor industry.
