248 - BERLIET - c.1920

BERLIET - c.1920 A very rare and significant original lithographed, embossed, double-sided, round advertising sign designed to be hung. A generous size at 77.5 cm in diameter. “G. De Andreis & Cie – Marseille” The front side retains good original colors despite some scratches from use and superficial oxidation, mainly along the edge. The reverse side, which was more exposed to the elements, shows colors faded by the sun, with more pronounced oxidation along the edge; this area also features two period perforations and a few scattered pinholes in the illustration. The piece retains good structural integrity. Marius Berliet founded his company in Lyon in 1899 and published his first truck catalog in 1907. In 1916, the manufacturer built its massive industrial complex in Vénissieux. The company ceased automobile production in 1939 to focus exclusively on heavy-duty trucks. Acquired by Renault in 1974, the company merged with Saviem in 1978, leading to the permanent discontinuation of the Berliet name in 1980. In 1905, Marius Berliet sold his manufacturing license to the American Locomotive Company (ALCO) for half a million gold francs, thereby financing the expansion of his factories in Lyon. To celebrate this historic contract, the brand adopted the logo of the American steam locomotive, a universal symbol of mechanical power and robustness. Rhône/Auvergne-Rhône-Alpes