American Motors Radiator Emblem

American Motors Radiator Emblem

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This radiator emblem belonged to an American Mors automobile that was manufactured by the St. Louis Car Company of St. Louis, Missouri from 1906 until 1909. Émile Mors developed his Mors automobile in France around 1987, and the St. Louis Car Company decided to license his design in their attempt to branch out from their railway car manufacturing. The American Mors had a four-cylinder engine and sold for $2000 to $6250 depending on the body model. This emblem reads “NO./AMERICAN MORS/AM/ST. LOUIS CAR COMPANY/LICENSES UNDER PATENTS THE SOCIETE ANONYME D'ELECTRICITE ET D'AUTOMOBILES "MORS" PARIS, FRANCE."
Radiator emblems are small, colorful metal plates bearing an automobile manufacturer's name or logo that attached to the radiators grilles of early automobiles. Varying in shape and size, the emblems served as a small branding device, sometimes indicating the type of engine, place of manufacturing, or using an iconic image or catchy slogan to advertise their cars make and model. This emblem is part of the collection that was donated by Hubert G. Larson in 1964.
Currently not on view
Object Name
emblem, radiator
Other Terms
emblem, radiator; Road; Automobile
ID Number
accession number
catalog number
See more items in
Work and Industry: Transportation, Road
Radiator Emblems
Road Transportation
Data Source
National Museum of American History
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