252 - - BERLIET - c.1955

- BERLIET - c.1955 Rare, original, double-sided enamel advertising plaque in the shape of a coat of arms. Generous size: 98 x 82 cm. Produced by “Emaillerie Alsacienne Strasbourg Hoheneim” in a limited edition of only 1,200 pieces (ref. Pierre Meyer’s book *Histoires de plaques*). In excellent condition. - Superb luster with colors perfectly preserved on both sides. There are only minor localized traces of oxidation along the edges, as well as two discreet chips of enamel in the upper portion, one of which has been discreetly and once retouched with paint. 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 (Renault Véhicule Industriel), leading to the permanent discontinuation of the Berliet name in 1980. In 1905, the sale of licenses to the American Locomotive Company (ALCO) financed the expansion of Marius Berliet’s factories in Lyon; he then adopted the American locomotive as a symbol of mechanical power. In 1952, graphic designer Francis Deswarte modernized and streamlined this emblem, which had become so recognizable that the brand name was phased out in favor of the visual alone. Rhône/Auvergne-Rhône-Alpes