Durant was an automotive brand founded by GM CEO William “Billy” Durant following his termination from the board. The idea behind Durant Motors was to build cars that competed against GM makes like Buick, Oldsmobile, and Chevrolet. While Durant met the same price points as these automotive makes but the quality wasn’t the same (via The Henry Ford).
Durant Motors tried to expand far too quickly and the company went under by 1931. Durant was nearly broke when he passed away at the age of 85 in 1947, the same year Henry Ford passed away. The company was one of the least successful automotive companies in history.