Euclid Division of General Motors Exhibit, Trade Show, 1950s

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Euclid Division of General Motors Exhibit, Trade Show, 1950s — Archive & Atlas

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Euclid Division of General Motors Exhibit, Trade Show, 1950s — Archive & Atlas

Unattributed 1954–1959

AA-2026-AF2ACF

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A woman and two girls have climbed the viewing stairs bolted to the side of a Euclid heavy hauler at what appears to be a major industrial trade exhibition, the kind of mid-1950s event where General Motors could display a truck the size of a house and expect families to queue for a closer look. Euclid, by then a GM division, built the enormous off-highway dump trucks that were reshaping open-pit mining and postwar infrastructure, and someone at the company correctly calculated that bolting a metal staircase to the chassis and letting the public clamber up was better advertising than any brochure. The woman holds her handbag with the composure of someone who did not come here to be impressed by heavy machinery but has agreed to supervise the expedition. Behind them the GM Diesel pavilion curves away under an open sky, its branding large enough to be read from a considerable distance, which was precisely the point. The children, dressed in their going-out coats, stand on a platform above an engine that could swallow their family car, apparently finding this completely normal.

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