The Fantom-Cykeln (which translates to The Phantom Bike) advertisement was produced by Husqvarna Vapenfabriks Aktiebolag in Huskvarna, Sweden in 1958. The advertisement is promoting a bicycle with an image of a child dressed in the Phantom’s costume appearing in the full page-sized promotion, with the bicycle bearing no decals or motifs relating to the Phantom.
Husqvarna Vapenfabriks Aktiebolag traces its origins back to 1689 in the town of Huskvarna, Sweden. Its roots emerged from the Jönköping Rifle Factory (initially founded in 1620 under King Gustav II Adolf). In 1689, Field Marshal and engineer Erik Dahlbergh proposed building a new water-powered mill at the nearby Huskvarna waterfalls to expand the state arsenal’s musket barrel manufacturing. Over time, the state operations shifted entirely to Huskvarna. In 1757, the armory was privatized under nobleman Fredrik Ehrenpreus. Later, in 1867, the company formally reorganized as a joint-stock enterprise, taking on the corporate title Husqvarna Vapenfabriks Aktiebolag (Husqvarna Weapons Factory Corporation).
For its first two centuries, the company functioned purely as an arms manufacturer, serving as a primary defense supplier to the Swedish military. However, as military demands dropped significantly in the late 19th century, the firm was forced to innovate and diversify its engineering capabilities. Beginning in the 1870s, Husqvarna adapted its precision machinery to produce civilian consumer products, starting with sewing machines and cast-iron stoves, followed by bicycles in the late 1890s, motorcycles in 1903, and eventually power equipment like chainsaws and lawnmowers.
The original weapons manufacturing branch of the company gradually came to an end in the late 1960s and early 1970s. Husqvarna sold its military contracts and firearm manufacturing operations to the state-owned defense contractor Carl Gustafs Stads Gevärsfaktori around 1970. In 1978, the remaining consumer appliance giant was acquired by Electrolux, and the company was ultimately spun off into the modern Husqvarna Group, shifting its entire corporate identity away from firearms to outdoor power products.
The Fantom-Cykeln advertisement appears in Rekord (originally Rekord-Magasinet), a very popular Swedish sports and youth magazine during the mid-20th century, printed on page 33 colored in two-tones. Historically known for firearms, sewing machines, chainsaws, and motorcycles, Husqvarna was also a major Swedish bicycle manufacturer throughout the 20th century.
This advertisement showcases the Fantom-cykeln (The Phantom Bike) / Crossbågen (“Cross-bow” or motorcycle/scross bike styling), an early “cross-style” youth bicycles inspired by motocross bikes and early banana-seat cruiser designs. It features a high-rise handlebar, stylized banana saddle, knobby off-road rear tire, and front headlight/number plate styling.
The advertisement reads in Swedish:
Husqvarnas crossbågar är fantomsnabba! Topptrimmade från början. Och så flotta sen! Fälgarna är förkromade och skärmarna lackerade i transparentrött. Nabbdäck bak och ribbdäck fram. Ramen är silverlackerad — styrhuvudet svart. Och vilken sadel! Långsmal, ställbar i alla lägen i röd och blå galon. Verktygslådan inbyggd i sadeln. Novo-växel manövrerad med rullhandtag — inga dödlägen där inte. Du kan lägga in en växel utan att sluta trampa.
Se och pröva Husqvarna skarpa crossbågar!
Riktpris Modell:
853 fr. 289:75
843 fr. 273:50
633 fr. 195:—
Om Du hellre vill ha en vanlig båge finns det andra Husqvarna-modeller att välja på.
The English translation is:
Husqvarna’s cross-bikes are Phantom-fast! Fine-tuned right from the start. And so sharp-looking! The wheel rims are chrome-plated, and the fenders are painted in transparent red. Knobby tire in the back and ribbed tire up front. The frame is finished in silver lacquer — with a black head tube. And what a saddle! Long and slim, fully adjustable in red and blue vinyl. The tool storage is built right into the saddle. Novo gearing operated by a twist grip shifter — no dead spots here. You can change gears without even stopping your pedaling.
Go see and try Husqvarna’s sharp cross-bikes!
Suggested retail price:
Model 853: from 289.75 SEK
Model 843: from 273.50 SEK
Model 633: from 195.00 SEK
If you’d rather have a regular bike, there are other Husqvarna models to choose from.
The manufactures trading name of Fantom-Cykeln is seen in the footer of the advertisement, “HUSQVARNA VAPENFABRIKS AKTIEBOLAG — HUSKVARNA”, which translates to “Husqvarna Weapon Factory Corporation — Huskvarna”.
The various models of bicycles are detailed in the Huskvarna catalogue for 1958, which not only presents the aforementioned models but also provides an extensive array of both manual and motorized bicycles/bikes, each accompanied by its corresponding purchase price.
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