Bold and mechanical, this circa 1935 advertising poster for C.L.M. (Compagnie Lilloise de Moteurs) is a powerful celebration of French industrial progress in the interwar period. Produced to promote the company’s line of diesel engines—ranging from 10 to 100 horsepower—this piece captures the energy of a nation fueling innovation across land and sea.
The design juxtaposes a finely rendered marine diesel engine in the foreground with dynamic white boats racing across stylized Art Deco waves in the background. These elements symbolize both the practicality and power of C.L.M. motors, which were commonly used in maritime, agricultural, and industrial applications during the early 20th century.
C.L.M. (short for Compagnie Lilloise de Moteurs) was one of France’s foremost engine manufacturers in the 1930s, promoting diesel as “la force motrice la plus économique”—the most economical driving force. This slogan, placed at the bottom of the composition, highlights the brand’s positioning as a cost-effective alternative to petrol.
Rendered in a triadic palette of navy blue, golden yellow, and stark black, the poster communicates confidence and modernity, typical of French commercial art of the period. The use of crisp geometry and dramatic scale makes the engine appear as monumental as the ships it powers—a visual metaphor for the might of industrial engineering.
Today, this original lithographic poster stands as a vibrant piece of mechanical heritage, linking 1930s French industry to the golden age of graphic advertising.
Advertising - Industry - Transport - France
The most economical driving force
Good condition
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