250 - BERLIET LYON - c.1925

BERLIET LYON - c.1925 A rare and significant original lithographed double-sided advertising sign, designed to be hung, in the shape of a coat of arms. Generous size: 112.5 x 70.5 cm. “Lioté Advertisement” In excellent condition— good sheen, with very good colors that are perfectly preserved on both sides. However, there are slight traces of superficial scratches as well as small, localized areas where the lithography is missing on the surface—normal signs of wear that in no way detract from the sign’s beautiful visual quality. 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 devote itself exclusively to 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 sturdiness. In the 1920s, the logo was modernized under the direction of Jean Gabarre. Rhône/Auvergne-Rhône-Alpes