Part 9/12:
Even after his departure from GM, Durant was not done with automotive ambitions. In 1920, he launched Durant Motors, Inc., leveraging his fame and fortune to produce vehicles under his name and several other brands, including Durant Four and Durant Six. The company aimed to compete directly with GM and Ford, even acquiring luxury brands like Locomobile to diversify its offerings.
Initially, Durant Motors saw promising results, but internal issues and stiff competition limited its market share. Meanwhile, Durant’s attention shifted increasingly toward the booming stock market. By 1928, Durant became an aggressive stock speculator, earning the nickname “Bull Leader” during the late 1920s stock market boom.