It was back in 1913, that the “Bow Tie” — Chevy’s trademark logo — was designed by William C. Durant. It was a logo, which started off just like any logo (a simple design), yet little did he probably know that it would go on to become an iconic symbol of American ingenuity and performance. Of course, the logo didn’t survive its lifespan without speculation and rumor and, while the colors and fonts used inside the logo may have varied, the shape of the bow tie has remained the same ever since.

So how did this iconic logo take shape? Well that’s a topic with varied roots so I’ll go over some of the more interesting theories and rumors. Many have said that the design of the logo is rumored to have been inspired by a wallpaper design in a Parisian hotel, yet years later, his daughter Margery Durant, in her book, My Father (which was penned in 1929), stated that her father sometimes doodled nameplate designs on pieces of paper at the dinner table. She goes on to say, “I think it was between the soup and the fried chicken one night that he sketched out the design that is used on the Chevrolet car to this day.”

Decades later (in a 1968 interview) Durant’s widow, Catherine, said the bow tie design originated from a hot springs vacation in 1912. While reading a newspaper in their hotel room, Durant spotted a design and exclaimed, “I think this would be a very good emblem for the Chevrolet.” Unfortunately, Mrs. Durant never clarified what the motif was or how it was used.

Yet whichever origin is true, the fact remains that the bow tie has emerged as the definitive face of Chevrolet while retaining its stigma as one of the most recognized and respected emblems in the world today. In the same breath, the bow tie runs parallels with “lowriding” in some similar ways. The shapes of our classic cars never change, while the content of what’s inside may (drivers, engines, interiors, gauges,etc.). At least for the still married ones…our wives always seem to have the last word.

But all joking aside, lowrider stylized cars have iconic shapes that we prefer and our cover car is a great example. The ’65 Bow Tie convertible is a class act and its owner, Jose Beltran, went to great lengths to bring this beauty back to life. After massaging out all the wrinkles and dents, he drowned the body in gallons of flakes, candies, and pearls, and then buffed it out to perfection to help accentuate its sensual lines.

In short, this ’65 is a stellar example that gets you lost in the details and a vehicle that’s design has no shelf life. To think that these vehicles are some 50 years old is amazing and even more impressive is that they’re timeless designs that have won the world over not just in lowriding, but in all aspects of the automotive arena.


So here’s what we’ve been up to. The Lowrider Tour recently did a stop-over in Texas at the El Paso County Coliseum. It was there that roaring crowds and hundreds of cars rallied at Saturday’s show in hopes of landing a trophy or quite possibly a spot at the Vegas Super Show.

To hear about the El Paso lowriding scene is one thing, but it’s a whole other thing to experience in person. The El Paso lowrider way of life is something everyone should come out to experience. The passion is incredible, their zest for the lifestyle impeccable, and after spending time with them it’ll give you a better perspective as to the reach and power of the lowriding community and what our founding fathers created back in the ’70s.

Once you’re done reading this issue, you’ll notice that we have at least nine traditional lowrider car features in this magazine. Unlike magazines in the past, half of the mag is about those special features and inside we’ve got many other segments and special sections dedicated to things such as car clubs, artists, as well as the scene in general. We’ve also got big-wheeled cars and before you say anything, understand that we’ve got to pay homage to them as well because their designs and paint schemes were influenced by the culture that we all push, live, and breathe.

The segmentd of our community that’s gaining in popularity are the bombs and trucks. In recent years they’ve found a stronger following and the “Brothers Truck of the Month” section features all types of truck builds.

Also inside…I’d also like to mention the tech articles. For the rest of you DIY guys and wrench heads, we’ve got a cool selection of tech articles that cover everything from custom car covers from Coverking, 350 engine intake upgrades from Edelbrock, as well as a special visit with TCI — the fellas responsible for making custom truck frames for your ’47 to ’53 truck. In all, we’re trying to put together more comprehensive and well-rounded coverage of articles that fit all budgets.

So check it all out and pay even closer attention to the magazine because we’re making constant changes to help improve the way we chronicle our scene as well as our industry. As always, you can always send your ideas, rants, and raves to

Joe Ray