The Durant Guild pays homage to General Motors’ founder and automotive legend William C. Durant.
Durant is the genius who built an innovation-driven mobility empire on the foundation of marques like Cadillac, Chevrolet and GMC.
He thrived on instinct, acumen and boundless ambition, and assembled a guild of fearlessly spirited doers.
The Durant Guild is inspired by William Durant and his legacy.
All it needs now, is you.
Join today.
William Durant, the founder of General Motors, laid the foundation for what the luxury automobile industry has become.
Mr. Durant's legacy and spirit are the inspiration for the Durant Guild and its innovative approach to the lifestyle of mobility.
Factory One, a symbol of GM’s pedigree for innovation, stands as an icon of our epoch-making contributions to the mobility industry.
Driven by your lifestyle, our Community Experts are delighted to develop a unique and personalized experience through one-on-one customer service
We thrive on building a diverse community that celebrates expressive lifestyles and are eager to welcome you to the Durant Guild.
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