I've spent a lot of time on this one today, and I noticed that the 1913 Ghent Fair was nearly always referred to in French as the "Exposition Universelle de Gand".
That set me looking for car-related things called Universelle, but all I came up with was a GMC concept from 1955. However, I eventually found mention of a German motorcycle manufacturer from the 1920s called Universelle. Searching then on "Universelle Motorrad" quickly brought up Rust X, a Universelle ZIIIB, which has now been restored by a gentleman called Peter Patz.
So Rust X, Universelle motorcycle - Water 19, Exposition Universelle, Ghent 1913 - Extension c, Volvo factory in Ghent.