A rare 100-year-old Shell motor oil sign has made history in Australia, setting a new record as the country’s most expensive sign sold at auction. The striking blue enamel sign fetched an incredible $133,975 under the hammer, surpassing a previous record set earlier this year for a similar yellow version.
The auction, held by Burns and Co Auctions, drew significant interest from collectors, highlighting the growing demand for vintage motoring memorabilia.
A Hidden Gem with a Modest Beginning
Auctioneer Ashley Burns, a seasoned industry expert, first learned about the blue Shell sign in January when its owner unexpectedly got in touch. The seller had purchased the sign around 35 years ago for just $500 from an old panel-beating and painting business.
Recognising its rarity, Burns travelled 3,200km from Victoria to Roma, Queensland, to collect the piece. Stored in a shed for decades, the sign had retained its original gloss and structure. After a gentle clean, its remarkable condition became fully apparent.
Burns explained that signs of this age and size, especially with all three panels intact, are exceptionally difficult to find. He described this particular piece as one of the best-preserved examples in the country.
The Perfect Storm for a Record-Breaking Sale
The owner decided to sell after seeing the record-breaking result for a yellow version of the same sign in January. That sign, stored in a Shepparton barn for over 50 years, had sold for $103,102, making it the most expensive sign in Australian history at the time.
With expectations high, Burns and Co Auctions heavily promoted the blue sign ahead of the sale. Pre-bidding opened 20 days prior, with early offers pushing the price to $75,000 before the live auction even began.
When bidding officially opened, competition was fierce. Several collectors battled it out before the winning bid landed at a staggering $133,975—exceeding the previous record by more than 30%.
A Booming Market for Vintage Motoring Signs
The sale of both Shell signs marked the first time a vintage advertising sign had broken the $100,000 barrier in Australia. According to Burns, demand for classic motoring memorabilia has surged over the past five years, partly driven by the rise of ‘man caves’ during COVID lockdowns.
With nostalgia for vintage advertising at an all-time high, experts believe that record-breaking sales like this may become more common in the future.
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