Holler's sales record was something for Chevy to shout about

To say that Bill Holler had a tough act to follow as Chevrolet general sales manager is one of the greatest understatements in the 100-year history of General Motors.

He took the job in October 1933, succeeding Harry Klingler, who outsold Ford in 1931,1932 and 1933 — and that was the Mark of Excellence for Chevy in those days.

Klingler went on to a distinguished 16-year career as Pontiac general manager. He put the Silver Streak on the Pontiac hood, where it stayed until Bunkie Knudsen yanked it off after becoming general manager in 1956.

And Holler took over only four years after Dick Grant left his Chevy post to become sales vice president for all of GM. That's Dick Grant of the steak and beans dinners. Dick Grant, who outsold Ford. Dick Grant, GM salesman nonpareil.

And the timing was tough, too. It was October 1933, the heart of the Great Depression. What a time to start a job selling a family's second-most-expensive purchase, after a home.

Just as Holler was pulling Chevy out of the Depression, the nation was lambasted by the recession of 1938. A couple of more good years, and then World War II. You couldn't sell cars because you couldn't make cars.

And that was Holler's term, 1933 to 1945.

Three times he surpassed the division's record for car sales, topped by 930,250 in 1936. That mark stood until 1949. Four times, he topped Chevy's pre-1930 record for truck sales, led by 204,344 in 1936. Chevy trucks didn't beat that total until 1948. And Holler beat Ford in 1934 and 1936-41.

In his eight full years as Chevrolet general sales manager (1934-41, not including the war years), Holler's dealers sold 5,676,000 cars and 1,299,446 trucks for a total of 6,975,446. Forget 1942-45; Chevy sold 56 cars in 1943 and 27 in 1944. All were built before production ended in February 1942.

Holler joined Chevrolet in 1925 to help formulate the policies of the newly formed sales promotion department. The following year he conducted the first convention ever held by the Chevy sales organization, and more than 2,000 people attended.

After assignments in Chicago, Los Angeles, Pittsburgh and Buffalo, N.Y., Holler returned to Detroit in 1930 as assistant general manager for the Eastern United States. Three years later, Holler was appointed head of Chevrolet sales.

Holler retired in 1945 to join his two sons in the retail end of the business. He was elected to the Automotive Hall of Fame in 1969 and died that year at 80.