Flashback Friday: Electric service truck

A new form of advertising was on the rise when vehicles such as this electric service truck became signboards on wheels in the early 1900s. Formed in 1896, The Milwaukee Electric Railway and Light Company became known as "The Electric Company" as shown on this truck.

In 1938, the name changed to Wisconsin Electric Power Co., sometimes known as WEPCO. In 1987, the company restructured and established Wisconsin Energy Corporation. In 1996, Wisconsin Electric merged with Wisconsin Natural. Six years later, Wisconsin Electric merged with Wisconsin Gas and began doing business as We Energies, reflecting the attributes of the two organizations.