Built in 1912

First occupied in 1912, by Firestone Tire and Rubber Co. and Oldsmobile Co. of St. Louis, then by dealerships for Buick, Nash and Lafayette, this building was a dealership for the Star and the Durant automobiles from 1924 to 1930.

In 1920, William Crapo Durant, the founder of General Motors Corp., lost control of General Motors (for the second time) to his bankers, led by J.P. Morgan. On January 21, 1921, Durant founded Durant Motors, Inc., to compete with General Motors in every price range. The Star, which at one point had 231,000 cash deposit orders, competed with Chevrolet and the Durant competed with Oakland (Pontiac). Other makes introduced by Durant Motors were the Flint and Rubgy. The luxurious Locomobile and Mason Trucks, were acquired by Durant Motors. Financially stretched by rapid expansion, Durant Motors, Inc. was ill prepared for the Depression and liquidated in 1933. Despite losing everything, Durant then 71, tried several smaller ventures, but soon had a stroke. In 1947, the man who founded General Motors Corporation, Frigidaire Appliances and introduced the installment buying of automobiles died, destitute in New York.

Sorry, but we don't have a picture of this historical marker yet. If you have a picture, please share it with us. It's simple to do. 1) Become a member. 2) Adopt this historical marker listing. 3) Upload the picture.

Show me all markers in:  

Cadillac-Chrysler Building
Moon Building
Dodge-Reo Building
Stutz Building
Stearns-Knight Building
Locomobile Building
Nash Building
Ford Building
Cole-Standard Building
Cadillac Building

• GPX
• KML
• LOC

Have you seen this marker? If so, check in and tell us about it.