American Motor Truck Co. (1906-1911)
Lockport, New York
Findlay Motor Car Co. (1911-1912)
Ewing-American Motor Car Co. (1912)
Findlay, Ohio
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This is an American Motor Truck serial plate (c1910) mjs
Size: 95mm wide 39mm high |
The American Motor Truck Company of Lockport, New York began production of electric and gasoline American trucks in 1906. The American trucks were initially available in sizes from 1-ton to 5-ton capacity. By 1909, American trucks were offered in three sizes of 2-ton, 3-ton and 5-ton capacity.
In 1911, the company moved to Findlay, Ohio and the name was changed to the Findlay Motor Car Company, presumably to take advantage of new financing from Findlay. American trucks were offered in conventional and forward control models. In 1912, the company merged with Ewing-American Motor Car Company. As well as light commercial vehicles and taxicabs, Ewing-American built the American truck before production ceased later in 1912.
Emblems
Early American Truck advertisements with original period photos of trucks do not show any sign of an emblem or nameplate, see examples shown below:
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| American Truck ad showing no emblem or nameplate (1908) catj |
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| American Truck ad showing no emblem (1908) ebay |
However, from late 1909, advertisements and original period photos show a round decal applied to the side of the driver's seat, see examples shown below:
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| American Truck ad with body side decal & seal trademark (1909) ebay |
This body side decal represents the American Truck seal trademark also shown on this advertisement. The detailed design of the seal was simplified in 1910 and continued to be displayed on the side of the driver's seat up to 1911, although some trucks did not show this decal, see examples shown below:
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American Truck ad with new seal decal (1910) autogallery
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| American Truck with decal on side of driver's seat (1910) dpl |
Also, from 1909, some American Trucks displayed an "American" script on the front of the dash or on the hood side in the form of a decal or as a brass script mounted on the radiator core, see examples shown below;
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| American truck with no emblem or script (c1911) dpl |
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| American truck with no emblem or script (c1911) dpl |
However, the "American" name was displayed on the serial plates, see example shown above at the top of this post and again below. This American Truck serial plate is very rare.
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This is an American Truck serial plate (c1910) mjs
Size: 95mm wide 39mm high |
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