Bosch advertisement for magneto ignition with the red mephisto, 1911

Camille Jenatzy was one of the world's most successful racing drivers in the first decade of the 20th century. The Belgian, himself a wealthy tire manufacturer and trader, was already a legend in his own lifetime, as he was notable for his risky driving style as well as his daring appearance with a pointed red beard, a wide red dust coat and driver's goggles pushed into his forehead. Jenatzy became interesting to Bosch because Bosch ignition was always used in his (winning) Mercedes cars. At a time when there were no detailed car tests, what better advertisement could there be than to prove an ignition under the toughest conditions? Bosch therefore had Jenatzy appear in stylized form as an advertising medium, as a "Red Mephisto" or “Red Devil” to promote Bosch magneto ignition devices or Bosch spark plugs. The first advertisement with this motif dates from 1909, and the design for the first poster featuring the "Red Mephisto" probably dates from 1910.

Reproduction for press purposes free of charge with credit “Picture: Bosch”.