Was Peters’ Shoe Car the first Marketing Mobile?

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You may well have seen this picture before, as the ‘San Fransisco Shoe Car’ has been going viral since it was posted online a year ago. But originally it was, of course, a black and white photograph, which is now being colourized. The massive shoe’s original colour was once described as Cordovan, which certainly seems different than the black used here, but it gives a great impression of life in colour in 1921 nevertheless.

The shoe car was based on a 1921 Chevrolet chassis and belonged to successful shoe retailers Albert and Henry Peters, who ran Peters' Brothers Shoe Co. of Oakland and San Francisco. In their own publication named ‘Boot and Shoe Recorder’ they wrote: “However, it is more than an advertisement for it is a highly practical delivery truck. It has a seat in the back which comfortably accommodates two persons and there is ample room left for packages.” Could it have been the world’s first marketing mobile? Or do you guys know of earlier attempts to turn cars into mobile advertisement figures to promote a particular article?

Certainly notable for its day was also the Peters’ brothers customer care. From the same magazine: “A coloured man should receive the same attention as the richest man in the city. Give each customer your whole attention and just as considerable attention to the small purchaser as to the large one."

Words by Jeroen Booij. Picture Jecinci colorizations.

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