General Motors will celebrate the 100th anniversary of its flagship brand Chevrolet in Detroit, U.S., this week where the first Chevy was built in 1911, GM Korea said on Monday.

Chevrolet traces its roots to the dawn of the U.S. auto industry and has expanded from its traditional markets in North America to virtually every corner of the planet in more than 140 countries.

The company is running a week-long media event to celebrate a century of technology, design and history that has become one of the world’s largest car brands.

“We have great plans for Chevrolet’s next 100 years,” said Chris Perry, vice president for global marketing and strategy for Chevrolet.

“Chevrolet starts its second century with its best product line-up ever and strong growth in major markets in Asia, Europe, and South America,” he said.

The brand was founded on building affordable cars and trucks with style, value and quality features, starting with the 1912 Chevrolet Classic Six.

Chevrolet is on track for the best sales year in its 100-year history, with the Chevrolet Cruz, the best-selling compact car in the U.S., and the all-new Malibu sedan and new Sonic subcompact.

Chevrolet was the only global car brand in the top five to grow in its market share last year, selling a record 4.26 million cars.

“Our goal is to build on the foundation laid in our first hundred years to make Chevrolet a hometown brand in home towns around the world,” Perry said.

By Cynthia J. Kim (cynthiak@heraldcorp.com)