Peugeot | 1930

Peugeot 1930, 1930, by André Girard

This striking Art Deco poster showcases three dynamic Peugeot models racing down a stylised track in a diagonal composition. The cars—identified by their radiator badges as the "12 SIX", "201", and "5CV"—cascade from the upper right to lower left corner against a split background of blue and white, with a red triangular section in the bottom right. The powerful black silhouettes of the automobiles are rendered with simplified geometric forms and dramatic speed lines, emphasising their velocity and modernity. The Peugeot brand name appears in bold black curved lettering at the top of the poster, with "1930" to its right. At the bottom right corner, the French text "toutes essayées à MONTLHÉRY" (all tested at Montlhéry) indicates where these vehicles were put through their paces. The poster is signed "AM. Girard" in the bottom left corner, with the small print noting "Création Art. GIRARD, 140, Bd de Route - NEUILLY" along the bottom edge.

The poster advertises Peugeot's 1930 model range, showcasing three key models that were helping the company weather the economic storm of the Great Depression. The poster highlights that all models were tested at the Autodrome de Montlhéry, a motor racing circuit established in 1924 near Paris that featured both a road circuit and a steeply banked oval track. This famous testing ground was where manufacturers demonstrated the performance and reliability of their vehicles. The 201 model, prominently featured in the middle, was particularly significant as it was introduced in 1929 and became the first Peugeot to use the three-digit naming system with a central zero—a convention the company still follows today. This 1,122cc car helped Peugeot survive the economic crisis with its reputation intact. The 12 SIX was a prestigious six-cylinder model, while the smaller 5CV continued the lineage of Peugeot's popular small cars. The poster's creation coincided with a pivotal time in automotive design, as manufacturers began moving toward more streamlined, modern aesthetics that would define the decade ahead.

André Girard (1901-1968) was a notable French artist and designer who signed his commercial work as "GIR" or "AM. Girard." Born in Chinon, Indre-et-Loire, he studied at the École des Beaux-Arts before performing his military service at Saint-Cyr. Girard developed into a multifaceted artist, working as a painter, caricaturist, theatre set designer, and particularly excelling as a commercial poster artist. During the 1930s, he was regarded as one of Paris's premier publicity poster designers, creating memorable advertisements for brands including Peugeot, Duco paints, Columbia Records, and the Théâtre des Champs-Élysées. His work often featured bold, simplified forms and dynamic compositions that captured the speed and modernity of the era. Beyond his artistic achievements, Girard led a remarkable life that extended beyond commercial art. During World War II, he founded and headed the CARTE resistance network in France, taking "Carte" as his personal codename. After the war, Girard moved to the United States, where he continued his artistic career, creating several religious paintings for churches in New York, Vermont, and California before his death in 1968.