 On November 3, 1911, Chevrolet co-founded the Chevrolet Motor Car Company with Durant and investment partners William Little (maker of the Little automobile) and Dr. Edwin R. Campbell, son-in-law of Durant and friend of Samuel McLaughlin of the McLaughlin Car Company of Canada Ltd.The company was established in Detroit.One story tells the choosing of the company's logo as a modified Swiss cross, to honor Chevrolet's homeland.