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Durant Motors, Inc. was organized in 1921 as a $5,000,000 company with more stockholders than any other company except American Telephone & Telegraph. It was founded by William Crapo Durant, one of the most spectacular and colorful entrepreneurs in American automobile history. Durant had previously founded General Motors and lost it twice. Within two years of founding Durant Motors, it had a variety of brands including the Durant, Star, Flint and Eagle, all rivaling the range offered by GM.