‘Plugging’ the Brand!

I was recently sent this lovely period photograph of a Douglas motorcycle combination with a Lodge Plugs ‘promotional’ sidecar. The machine looks like a 4HP model from the 1920s and appears to be on ‘trade plates’. The sidecar is rather harder to define, although it has clearly thrilled its ten riders and passengers! Novel vehicles like this were – and still are – used to promote brands, and Lodge Plugs created a memorable sight with this distinctive outfit. I wonder what became of it?

Douglas 4hp with Lodge Plugs Sidecar, 1920s
Douglas 4hp with Lodge Plugs Sidecar, 1920s

As a footnote to this story, Lodge Plugs were made in Olney, Buckinghamshire, and the building still exists today, although I believe it is now apartments. The Lodge name remains clearly visible on the wall. It’s curious to think that, when the photograph of the sidecar outfit was taken, this building was perhaps still less than twenty years old!

The Lodge Plugs Building, Olney
The Lodge Plugs Building, Olney