Bicyclettes Terrot poster – Lucien Baylac – 1893 An Early Bicyclettes Terrot Poster by Lucien Baylac The remarkable Bicyclettes Terrot poster, a very early piece of vintage advertising art, was crafted by the artist Lucien Baylac in 1893. This stunning artwork masterfully promotes the burgeoning bicycle business of Terrot, a company that had diversified from its original machining roots just a few years earlier, in 1890. Baylac’s design is a vivid tableau, placing the bicycle firmly in a dynamic military setting. The scene is dominated by a squadron of French soldiers on horseback, their steeds galloping across a sun-drenched landscape during a military manoeuvre. The energy of their charge is palpable. Yet, it is the solitary figure on two wheels who commands attention. A member of a cavalry unit, he is dressed in the striking colours of the French army: a scarlet kepi, or cap, scarlet trousers, and a distinctive deep blue jacket. His presence disrupts the traditional scene of horses and riders, symbolising the dawn of a new, mechanised era. The bicycle itself is a marvel of early engineering, with its high frame and slender lines, yet it looks perfectly at home alongside its equine counterparts. A New Era of Military Mobility The presence of a soldier on a bicycle is particularly notable for 1893. While bicycles are commonplace in military use today, at that time they were a cutting-edge technology being experimented with by armies around the world. The French army was at the forefront of this. They had started to experiment with military cyclists as early as the late 1870s. The military’s goal was to use these new machines for reconnaissance, the rapid delivery of orders, and swift troop movement across diverse terrain. The soldier on the Bicyclettes Terrot poster could have been part of an experimental cyclist corps. These units were a sign of the French army’s forward-thinking approach to military technology at the time. Their presence in a scene alongside traditional cavalry would have resonated with the public. It represented modernity and the increasing mechanisation of warfare, making the Bicyclettes Terrot poster a powerful statement of progress. The Rise of Bicyclettes Terrot In the 1890s, Bicyclettes Terrot was rapidly establishing itself as a significant player in the burgeoning French bicycle industry. The company was already known for its innovation and soon became a leading cycle manufacturer. They were celebrated for introducing novel frame styles and components, particularly for their popular “safety bicycles,” which were a significant improvement on the high-wheelers of the past. The brand’s transition from “Bicyclettes Terrot” to “Terrot & Cie” occurred between 1890 and 1905, marking a period of explosive growth. The success of the bicycle company laid the groundwork for their expansion into motorcycle production. They made their first motorcycle in 1902 and quickly gained a reputation as one of the premier motorcycle makers in France, remaining in business until the 1960s. This Bicyclettes Terrot poster is a key artifact from their formative years, capturing the essence of their innovative spirit.
