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| | Encyclopedia: William C. Durant |
 | | William Crapo Durant (December 8, 1861-March 18, 1947) was a leading pioneer of the United States automobile industry, creating the system of multi-brand holding companies with different lines of cars. |
 | | In 1921 he established a new Durant Motors company, initially with one brand but later, as he had with General Motors, acquiring a range of companies whose cars were aimed at different markets. |
 | | The cheapest brand was the Star, aimed at the person who would otherwise buy the obsolescent Model T Ford, while the Durant cars were mid-market, the Princeton line (designed, prototyped, and marketed but never produced) competed with Packard and Cadillac, and the ultra-luxurious Locomobile was the top of the line. |
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