This circa 1900 original advertising poster by Mourgue was created to promote the pioneering automobiles of De Dion-Bouton, one of the most influential names in the early history of motoring. Titled “La route libre ?!!…”, the poster humorously captures the cultural shock provoked by the arrival of the automobile in rural France at the turn of the 20th century. The scene unfolds like a lively narrative tableau: a bright red De Dion-Bouton car barrels confidently through a village street, scattering geese, halting peasants, and astonishing onlookers. Farmers, children, and animals react with surprise or alarm, while the automobile’s occupants appear calm and assured—symbols of modernity moving through a world still rooted in tradition. The ironic caption, “La route libre?!” (“The open road?!”), underscores the tension between progress and the pre-automobile reality of shared roads. Rendered in vivid colors and animated caricature, the poster reflects the Belle Époque taste for storytelling illustration. Mourgue’s style combines humor with clarity, making the technological message immediately accessible to a broad public. The prominently placed De Dion-Bouton sign emphasizes reliability, silence, and elegance—key selling points at a time when motorcars were still novelties and often viewed with suspicion. As an early automotive advertising poster, this work is both historically and artistically significant. It documents the moment when cars began to redefine mobility and public space, while also showcasing the wit and visual charm that made French poster art of the period so influential. Today, it stands as a spirited testament to the dawn of motoring culture and the bold optimism of early automobile manufacturers. Original Poster Automotive - Advertising - Hauts de Seine - France Souples élégantes silencieuses - Courbevoie A. Norgeu Paris Good condition, tears
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