"Drive the "Big M" (1950s)
"Mercury, The Man's Car" (1960's)
"The shape you want to be in" (1985–1988)
"All this and the quality of a Mercury" (1989–1994)
"Imagine Yourself in a Mercury" (1995-1999)
"Live life in your own lane" (1999-2004)
"New Doors Opened" (2004–2011)
|Founded||1938, by Edsel Ford|
|Defunct||January 4, 2011|
|Headquarters||Dearborn, Michigan, U.S.|
|Key people||Edsel Ford, founder|
|Parent||Ford Motor Company|
Mercury was an automobile marque of the Ford Motor Company launched in 1938 by Edsel Ford, son of Henry Ford, to market entry-level luxury cars slotted between Ford-branded regular models and Lincoln-branded luxury vehicles, similar to General Motors' Buick (and former Oldsmobile) brand, and Chrysler Motors' Chrysler division. From 1945 to 2011, it was the Mercury half of the Lincoln - Mercury division of Ford (the Edsel brand was included in that division for the 1958-1960 model years). Using badge engineering, the majority of Mercury models were based on Ford platforms.
The name "Mercury" is derived from the messenger of the gods of Roman mythology, and during its early years, the Mercury brand was known for performance, which was briefly revived in 2003 with the Mercury Marauder. The brand was sold in the United States, Mexico, Puerto Rico, U.S. Virgin Islands, and the Middle East. In 1999, the Mercury brand was dropped in Canada, although the Grand Marquis was still marketed there wearing a Mercury badge through 2007.
The Mercury brand was phased out in 2011, as Ford Motor Company refocused its marketing and engineering efforts on the Ford and Lincoln brands. Production of Mercury vehicles ceased in the fourth quarter of 2010. The final Mercury automobile, a Grand Marquis, rolled off the assembly line on January 4, 2011.
- 1 History
- 1.1 1945-1956: "Junior Lincoln"
- 1.2 1957-1960: Mercury-Edsel-Lincoln
- 1.3 1960s: Building a new tradition
- 1.4 1970s: "Sign of the Cat"
- 1.5 1980s: Downsizing and starting over
- 1.6 The 1990s: Post-Merkur
- 1.7 1999-2011: Revival and decline
- 1.8 Sales figures
- 2 Mercury in Canada
- 3 Brand identity
- 4 See also
- 5 References
- 6 External links
In 1937, Edsel Ford started a new company, more luxurious version of his company's mainline car, intended to bridge the enormous price gap between the highest trimmed Ford and the base Lincoln. The designs of the new car were done by E.T. 'Bob' Gregorie. There was debate within the company about whether this new intermediate car should be a new Ford model or spun off into a new marque. Over 100 different model and marque names were considered before "Mercury" was finally selected.
The 1939 Mercury Eight began production in 1938, with a 239 cu. in. 95 horsepower (71 kW; 96 PS) flathead V8 engine. Over 65,800 were sold the first year, at a price of $916 (approximately $14,000 in 2010 dollars). It was an all new car, sharing no body panels with either Ford or Lincoln. Its body was six inches wider than Ford and rode on a 116.0 inches (2,950 mm) wheelbase, four inches longer than Ford.
From the very beginning, Mercury was a division that seemed to have a brand identity that was constantly in the process of finding its place in the North American automotive market. Sometimes, Mercury was presented as a performance division of more mainstay Ford products, while at other times, it was meant to match sales with Detroit crosstown rivals Buick, Oldsmobile and Chrysler during the 1950s through 1980s. Many times, Mercury models shared platforms with Ford products, such as the Mercury Cougar (shared with the Ford Mustang, Thunderbird, and Elite), the Mercury Bobcat (shared with the Ford Pinto), or the Mercury Comet (shared with the Ford Falcon, Fairlane, and Maverick).
1945-1956: "Junior Lincoln"
Mercury was its own division at Ford until 1945 when it was combined with Lincoln into the Lincoln-Mercury Division, with Ford hoping the brand would be known as a "junior Lincoln," rather than an upmarket Ford. In 1949, Mercury introduced the first of its "new look" integrated bodies, at the same time that Ford and Lincoln also changed styling radically. Sharing much of its body styling with the 1949 Lincoln, the postwar Mercury Eight would become popular among customizers.
In 1952, the single-model Mercury lineup was doubled: as Ford redesigned the cars of all three of its divisions, Mercury replaced the Eight with the Custom and Monterey. The Monterey name first appeared in 1950 as a specially-trimmed Eight to compete against the hardtop coupes of General Motors. In 1954, Mercury replaced the long-running Flathead V8 with an all-new Y-Block V8. While the Lincoln division received its own engine, Mercury would receive a larger version of what was used in the Ford line.
In 1955, the Mercury lineup was expanded to three, adding the Montclair to the top of the lineup. As before, the body shared much of its styling with the standard Lincoln. For 1956, the Custom was replaced by the Medalist as the lowest-trim model.
The end of the 1950s marked a split of Lincoln and Mercury. For 1957, Mercury was given a redesigned model lineup; for the first time since 1948, the division did not share a common body with Lincoln. While the lower-end Medalist was discontinued, Mercury gained a distinctive flagship in the Turnpike Cruiser. The pace car of that year's Indianapolis 500, the Turnpike Cruiser stood out in a crowd with its gold-colored fin trim and its reverse-slant retractable rear window. Alongside their Ford counterparts, Mercury station wagons became a distinct model line (Commuter, Voyager, and wood-grain Colony Park).
In 1958, the Lincoln-Mercury division underwent major changes as Lincoln moved upmarket with its much larger unibody-design cars along with the addition of the Edsel brand to the division. A five-vehicle division, Edsel shared its wagons with Ford and (depending on trim) its sedans with Ford and Mercury. In one move that proved fatal to the division, nearly the entire Edsel line overlapped Mercury in price.
In 1958, the division became the first automaker to sell production automobiles with an advertised 400-horsepower engine output; the Super Marauder V8 was an option in all Mercury vehicles.
In 1959, the rest of the Mercury line would adopt the body introduced by the Park Lane; the Turnpike Cruiser was discontinued. As all Edsels became Ford-based after 1958, the 1959 and 1960 Mercury lineup share bodies/platforms with no other Ford division.
1960s: Building a new tradition
With the recession of the late 1950s, mid-priced cars were becoming an increasingly hard sell at dealerships. The failure of Edsel and declining Lincoln-Mercury sales led Ford executives, led by company president Robert McNamara, to propose streamlining Ford Motor Company down to its namesake division.
In order to save Mercury, major changes were in store as the 1960s arrived. As the division entered into the compact-car segment, the Comet was introduced as a stretched version of the Ford Falcon. Originally developed for the Edsel division, the Comet would go two years without being badged as a Mercury (much like the Valiant from Plymouth). With a 90-hp inline-six, the 1960 Comet was the first Mercury vehicle ever sold without a V8 engine.
In 1961, a major change occurred as the division redesigned its full-size line. As the division tried to broaden its appeal, the division moved away from Lincoln in price and closer to Ford; for the first time since 1948, Ford and Mercury shared a common platform. The high-end Montclair and Park Lane were discontinued, leaving just the Monterey. Bridging the gap between the Monterey and the Comet was the Mercury Meteor. A full-size model developed for Edsel, the Meteor was saved for Mercury for 1961. For 1962, the Meteor nameplate became the Mercury counterpart of the Ford Fairlane as the division expanded into the intermediate segment.
During the mid-1960s, the Mercury brand image was in flux. To attract buyers, the full-size line had again become a re-trimmed Ford to save costs, while the Comet and the original Meteor were designed as Edsels and put into production as Mercurys. To set itself apart from Ford, the division began to market an image of high performance, introducing "S" models of its three model lines for 1962. The S-22 (Comet), S-33 (Meteor), and S-55 (Monterey) all featured high-performance powertrains along with full-length consoles and bucket seats. The Turnpike Cruiser would make its return, in spirit, as its reverse slant "breezeway" rear window became an option on the 1963 Monterey. In addition, a fastback "Marauder" roofline became an option on both two door and four-door hardtops; while also shared with Ford, it helped the division gain ground in racing.
By the middle of the 1960s, the future of Mercury was safe, but its marketing had changed significantly from the beginning of the decade. In 1964, the division expanded its full-size line; the Montclair and Park Lane were returned to production. In 1965, in a marked change from the beginning of the decade, the marketing of the full-size Mercury was quoted as "built in the Lincoln tradition". At this time, Mercury competed closely against the Buick, Oldsmobile, the middle of the Chrysler range, and the top of American Motors range.
While still heavily based upon a Ford chassis, the 1965 full-size Mercury cars derived much of their body styling from the newly updated Lincoln Continental. In keeping with the marketing model, Mercury moved the Comet from the compact size segment to the intermediate segment when it was redesigned for 1966, taking the place of the discontinued Meteor. In 1967, the full-size line began to be streamlined as the Marquis began replacing the Montclair and Park Lane; as the counterpart of the Ford LTD, the Marquis nameplate (in various forms) would survive until the 2011 discontinuation of the brand.
Along with large sedans, Mercury sought to introduce personal-luxury cars into the division. For 1967, the Cougar was a clone of the Ford Mustang; while a sporty pony car, the Cougar was also meant to bridge the gap between the Mustang and the much larger Ford Thunderbird. For 1969, the Marauder became a stand-alone model replacing the S-55. While heavily based on the two-door Marquis, it wore its own bodywork from the windshield back. A personal-luxury coupe sized above the Ford Thunderbird, the Marauder was aimed at the Oldsmobile Toronado and Buick Riviera.
1970s: "Sign of the Cat"
For the Mercury division, the 1970s was not a gentle ride; in comparison to some competitors, it would fare better than some. Due to lower than expected sales, Mercury shifted its focus from performance/muscle cars back to luxury cars. The Marauder was discontinued and the Cougar began to be marketed as a competitor to cars such as the Oldsmobile Cutlass.
For the 1969 model year, the full-size Mercury line was given a redesign on an all-new chassis. Slimmed down to just base-trim Monterey and Marquis lines (with both the Marauder and Colony Park wagons based on the Marquis), the full-size Mercury line was the smallest since 1954. While openly based upon their Ford LTD counterparts, full-size Mercury sedans wore a longer wheelbase and Marquis-based models were distinguished by hidden headlights.
On the other end of size spectrum, Mercury introduced two new compact cars for the 1971 model year. A German-built captive import by Ford of Europe, the Mercury Capri was a compact sports coupe slightly larger than the Ford Pinto. After a two-year hiatus, the Mercury Comet nameplate made a return. Based upon the Ford Maverick, it returned the division to the compact segment marketed with the original 1960 Comet (which which both cars still shared chassis components).
In 1972, the intermediate Montego line was redesigned with a body-on-frame chassis; as part of the redesign, its dimensions grew, creeping into full-size territory. In addition to the fuel crisis, 1973 saw major change to the Mercury line. In various forms, all Mercury cars were given 5 mph bumpers. The full-size line was given a major restyling; while Ford (and later Lincoln) 2-doors would be given B-pillars, all two-door Mercurys would remain true hardtops.
In the middle of the decade, the division made several changes that moved the division further into the "near-luxury" segment, a well-timed decision due to the collapse of the performance-car segment. 1974 brought a redesigned Cougar; unlike the Mustang, the Cougar was grown in size. Now based upon the Montego, the Cougar was largely a rebadged Ford Elite styled much like the Ford Thunderbird. In 1975, the compact line was expanded as the Monarch was introduced. Originally intended as the replacement for the Comet, the Monarch (with its Ford Granada counterpart) created a new market segment altogether: the luxury compact car. While essentially a reskinned Comet, the Monarch was met with success; high-trim versions were popular choices as personal cars among Ford executives, including Henry Ford II. The full-size Mercury line was shifted closer to Lincoln in market position, as the long-running Monterey was discontinued for 1975 and a new Grand Marquis was slotted between the Marquis and Lincoln Continental.
In a move to attract buyers attracted to fuel efficiency, Mercury introduced its version of the Ford Pinto, the Bobcat for 1975. The Capri was given a hatchback trunklid for 1976, and renamed Capri II. While the Bobcat was not met with success, due to its ties to the Ford Pinto, the Capri proved quite popular, trailing only the Volkswagen Beetle in imports.
After years of struggling against its competition, Mercury made a major change in the marketing of its intermediate cars for 1977. Although only given a minor facelift, the intermediate Mercury line dropped the Montego name in favor of Cougar. Previously a personal luxury coupe, the Cougar was now available in sedan and station wagon bodystyles (the latter for 1977 only). The move proved successful, as Cougar sales nearly tripled.
In 1978, Mercury sales peaked at an all-time high of 580,000; nearly 4 out of 10 1978 Mercurys were Cougars. It marked a beginning of a transition of the Mercury model lineup. The long-running Comet was discontinued and imports of the Capri II were ended. Replacing the Comet was the Zephyr, borrowing a name used by Lincoln in the 1930s. A counterpart of the Ford Fairmont, the Zephyr was based on the all-new Fox platform. A rear-wheel drive chassis using 4, 6, and 8-cylinder engines, the Fox platform would serve as the basis for a number of mid-size Ford and Lincoln-Mercury cars from the 1970s into the 2000s.
For 1979, the first variant of the Zephyr would enter production as the Capri made its return. A clone of the all-new Ford Mustang, it would be sold until 1986.
1980s: Downsizing and starting over
At the end of the 1970s, the fuel crises that had lead to the collapse of the American performance-car segment were poised to become a major threat to the luxury-car segment, the era of the landyacht was in its own decline. While Mercury would enter the 1980s trailing many of its competitors, its 1979 redesign of the Marquis/Colony Park would see significant success in the marketplace. While downsizing would leave the full-size line externally smaller than the Cougar, the new Marquis/Colony Park increased interior space and fuel economy; rear-wheel drive and a V8 engine remained standard. In a step backwards, the Marquis now only externally differed (significantly) from the LTD in the shape of its taillights.
For the midsize Mercury lineup, however, downsizing would prove disastrous. To distance it from the new full-size line, the Cougar was redesigned for the 1980 model year on the Ford Fox platform; along with the Ford Thunderbird and Granada, the Cougar was a luxury model of the Zephyr/Fairmont. As cars grew smaller, the previously compact Zephyr/Fairmont had now entered the mid-size segment. The lack of differentiation and controversial styling coupled together with a struggling economy hit Cougar sales hard; 1980 sales fell to barely one-third of 1979 levels.
At the bottom end of the size scale, the division began to carve out a new identity. In 1981, the Bobcat was quietly replaced by the Lynx, a clone of the Ford Escort. The first front-wheel drive Mercury, the Lynx also offered the first diesel engine in a Mercury (as an option). The LN7 variant of the Lynx would be the only 2-seat Mercury ever built; it was sold from 1982 to 1983.
In the mid-1980s, a major update to the model line helped to streamline and update the identity of the model lines throughout all three Ford divisions. For Mercury, to combat falling sales, the Cougar was given an all-new aerodynamic body; more significantly, it reverted to its role of a two-door coupe (a clone of the Thunderbird). The Cougar four-door was updated and re-branded as the Marquis; the full-size Mercury model line was now the Grand Marquis. In 1984, front-wheel drive made its appearance in compact-size Mercurys as the Topaz replaced the Zephyr; alongside its Ford Tempo clone, the Topaz was the first Mercury to offer a driver's-side airbag. While first introduced in the 1983 Cougar, the Topaz further advanced the aerodynamic, streamlined body soon to become commonplace throughout Ford Motor Company.
In late 1985, Mercury introduced the Sable alongside the Ford Taurus for 1986. Replacing the Marquis as the division's mid-size sedan and wagon, the design of the Sable sedan led it to be one of the most aerodynamic cars in the world at the time. Originally intended to be replaced by the Sable, stability in gas prices and demand for full-size car sales led to the continuation of the Grand Marquis and Colony Park. With the introduction of the Sable, Mercury began to introduce a styling feature that spread across many of its models for the next decade. The signature feature would be the (non-functional) lightbar grille; on all models, serif or script lettering would be replaced by chrome block lettering not seen on Fords.
For 1988, the Lynx was replaced by the Tracer, a version of the Ford Laser designed by Mazda, with US models being imported from Mexico and Japan, and Canadian models being imported from Taiwan. Available as 3 and 5-door hatchbacks and a 5-door station wagon, the Tracer was the first Mercury since the 1978 Capri II with no US-market Ford equivalent.
Beginning in 1985, Ford experimented with importing two European Fords under the Merkur (the German word for Mercury, pronounced mare-coor) nameplate. The Merkur lineup consisted of two cars: the XR4Ti (a federalized version of the Ford Sierra) and the Scorpio (a rebadged version of Ford's European flagship sedan). Merkurs were sold in participating Lincoln-Mercury dealerships throughout the United States and Canada.
After 1989, the brand was discontinued due to a combination of low sales and impending passive restraint regulations. Another key factor behind the demise of Merkur was an unfavorable exchange rate between the United States and West Germany; at US$27,000 (nearly $47,000 in 2010 dollars), the Scorpio had a higher base price than a Grand Marquis yet bore a strong resemblance to the Sable.
The 1990s: Post-Merkur
The discontinuation of Merkur began another major transition of the Mercury lineup. In 1989, the Cougar switched to an all-new platform; although still a personal-luxury coupe based on the Thunderbird, interior room and handling were improved. The Capri, a name dormant since 1986, was revived in 1991 as an import from Ford of Australia. Envisioned as a Mazda MX-5 Miata competitor, the front-wheel drive Capri did not capture the same type of following as the rear-wheel drive Mazda, lasting only until 1994.
In 1992, the Grand Marquis was redesigned for the first time since 1979; using the same platform as before, it shared no sheetmetal with the 1991 model and both V8 engines were replaced with a single all-new design. Although significantly more aerodynamic than before, Mercury left the basic shape of the Grand Marquis intact including its radiator grille. The radical redesign of the 1991 B-body full-size cars by General Motors was left with a lukewarm reception at best; Chrysler had not fielded a direct competitor since 1981. The conservative styling of the Grand Marquis helped win sales to private owners who balked at its sibling Ford Crown Victoria sedan's more radical six-window styling.
Mercury sales rebounded in 1993 to over 480,000, their highest level since the 1978 all-time high. In the mid-1990s the brand received some free advertising when country music star Alan Jackson scored a hit with a 1993 cover of K. C. Douglas' "Mercury Blues", a song which heaped praise on their vehicles. Ford later used a different version of the song in its truck advertising.
In terms of Mercury's smaller cars, the Tracer name was retained, but in 1991, Ford (and Mazda) compact cars were designed onto a common platform and the Tracer became a twin of the Ford Escort. In 1995, the Mystique was introduced as Mercury's Topaz replacement; a version of the Ford Mondeo mid-size "world car", it was commonly viewed as compact for an American car. The Sable was controversially redesigned alongside the Taurus for 1996; although they still shared much of their sheetmetal, the Sable now could be better distinguished from the Taurus. As the 1990s progressed into the 2000s, Mercury's compact car line shrank during a series of redesigns. As the Ford Focus replaced the Escort, the Tracer was not replaced and the Sable became the smallest Mercury sedan after the 2000 discontinuation of the Mystique.
Entering new market segments
A casualty of the 1992 redesign of the Grand Marquis included the Colony Park station wagon; by the early 1990s, full-size station wagons had largely been replaced by minivans. Although Ford had introduced the Aerostar in 1986, it had already undergone a midcycle refresh and was considered too trucklike to be a good fit with Mercury dealers. The 1993 Villager (a name used from Mercury's 1960s and 1970s station wagon lines) was developed in a joint venture with Nissan; it was assembled in the United States by Ford with a Nissan Quest front-wheel drive powertrain. Although more successful than other Japanese-designed minivans, the Villager struggled to compete with the far larger Ford Windstar. Like its Aerostar and Windstar counterparts, the Villager was initially designed without a driver's side sliding door. When one was added in 1999, the minivan segment (as a whole) had begun to decline in sales.
In the mid-1990s, mid-size sport-utility vehicles began increasing in popularity for use as family vehicles. Although Mercury was not the first brand to introduce a luxury SUV (following the Range Rover and the Oldsmobile Bravada), the 1997 Mercury Mountaineer was among one of the first to popularize them. Based on the Ford Explorer, the Mountaineer had a standard V8 (at first) and all-wheel drive instead of four-wheel drive. Mercury did not receive an equivalent of the Ford Expedition/Lincoln Navigator or the Ford Excursion. The Mountaineer is also notable for introducing the silver "waterfall grille", which became a common styling theme on virtually all succeeding Mercurys.
1999-2011: Revival and decline
By the end of the 1990s, the Grand Marquis had remained a sales success, becoming the top-selling Mercury product line. Although highly profitable, it posed a problem for Mercury dealers, as the mid-60s average age of a Grand Marquis buyer was far higher than what Lincoln-Mercury buyers were trying to attract into showrooms. Over the next decade, a number of product changes were made in efforts to attract younger buyers towards the Mercury brand, but nonetheless, Mercury still struggled to appeal its brand identity to younger buyers. Although the division's full-size and mid-size sedans performed well in the marketplace, Mercury phased out smaller cars completely in favor of minivans and SUVs. The Tracer was discontinued in 1999 (three years before the Escort) and the Mystique was dropped in mid-2000.
For 1999, the Cougar was re-introduced after a year's hiatus. In a major shift from its personal-luxury predecessor, the 1999 Cougar was a front-wheel drive sports coupe based on the Mystique; it was largely intended as the successor to the Ford Probe. For the first time since the 1991 Capri, Mercury was given a product line with direct Ford equivalent (in North America). After finding only moderate success with buyers, the Cougar ended production in 2002. 2003 would lead to the revival of the Marauder nameplate. Not unlike its 1969-1970 predecessor, the 2003 Marauder was a higher-performance variant of the Grand Marquis that was also similar in many ways to the 1994-1996 Chevrolet Impala SS. Due to lack of marketing, the Marauder was discontinued after 2004.
In 2004, the Monterey would replace the Villager. A clone of the Ford Freestar, the Monterey gave Mercury its first direct competition against the Chrysler Town and Country and other luxury minivans. As the minivan segment was in decline, neither Ford nor Mercury was able to gain any ground; Ford ended minivan production in 2007.
During the mid-2000s, after relative stagnation, the Mercury range was targeted for major updates to attract new (primarily, younger) buyers. Coinciding with Ford's planned replacement of the Taurus, the Sable was discontinued in 2005. Coinciding with the new Ford "F" model scheme, Mercury began the exclusive use of "M" model names with new products. Reaction to the Mercury naming scheme is less extreme, as it used several previously-used nameplates. In 2005, the division re-introduced the Montego as one of the two models to replace the Sable. A clone of the Ford Five Hundred, the Montego also was the first new full-size Mercury since 1992; the Grand Marquis remained in production. The Mariner was introduced as the clone of the Ford Escape and Mazda Tribute. For 2006, the mid-size replacement for the Sable was introduced; the Milan was a clone of the Ford Fusion and Lincoln MKZ/Zephyr. Alongside its Ford counterpart, the Mercury Mariner became the first production gasoline-electric hybrid SUV in 2006.
In 2008, after sales had fallen to one-third of 2000 levels, the division began to make major changes to its full-size cars. In contrast to the Dodge Charger selling nearly as well as its Chrysler 300 counterpart, the Montego sold only a fraction in comparison to its Ford Five Hundred counterpart and was also outsold by the Grand Marquis as well. In a move along with Ford, the Five Hundred and Montego were given an update and re-branded as Taurus and Sable to capitalize on the familiarity of the latter two nameplates; although nearly unchanged since 2003, the Grand Marquis remained in production as well. The Monterey was discontinued, as Mercury focused on the Mariner and the Mountaineer. Also in 2008, Ford started an ad campaign that focused exclusively on attracting female drivers to the brand in hopes of making it more profitable.(strangely, this was just the opposite of the marque's 1960's image, when Mercury was branded as "The Man's Car"). Yet ironically, this only narrowed Mercury's brand image and buyer appeal even deeper, and sales continued to fall.
On June 2, 2010, Ford announced the closure of the Mercury line by the end of the year. In terms of sales, Mercury represented only 1 percent of North America's automobile market compared to the 16 percent share of Ford. Ford Motor Company has stated that additional Lincoln models will be introduced to help replace any shortfall from the discontinued Mercury brand. At the time of the announcement of Mercury's closure, Mercury was selling fewer than 95,000 units a year, which is less than both Plymouth and Oldsmobile right before they were phased out. The Mercury Mountaineer was discontinued in the 2010 model year, with the remaining Mercurys following suit after an abbreviated 2011 model year. Mercury's U.S. sales in 2010, its final full year, were 93,195. After the Mercury brand was discontinued in 2011, Ford stripped all Mercury branding from its Lincoln-Mercury dealers.
|Total Mercury Division Sales||359,143||311,787||263,200||202,257||193,534||195,949||180,848||168,422||120,248||92,299||93,195||Total Sales (2000–2010)
Mercury in Canada
During the middle of the 20th century, Ford Motor Company's smaller dealership network in Canada necessitated some branding changes to attract buyers into showrooms. This was especially the case in smaller, rural communities, as many were located close by either a Ford or a Lincoln-Mercury dealer, but rarely both of them.
From 1946 to 1957, Ford of Canada marketed the Monarch brand in their own showrooms to attract mid-price customers. The Monarch line used much of the body and trim of the Mercury line in a three-car lineup (Richelieu, Lucerne and Sceptre). The Monarch brand was dropped for 1958 and replaced by the Edsel; poor Canadian sales of the Edsel led to the revival of Monarch for 1959. The introduction of the Ford Galaxie led to brand overlap, leading for Monarch to be discontinued for good in 1961.
In 1975, the Monarch nameplate would return as part of the Mercury lineup (in both the United States and Canada) as the clone of the Ford Granada.
In 1949, Mercury of Canada introduced the Meteor brand in an effort to expand into lower-price markets (most closely against Pontiac). As the Mercury of the time was largely a Lincoln body with a Ford powertrain, the Meteor offered a lower price by combining the Ford Custom body with Mercury grille and trim. During the 1950s, this arrangement continued, expanding into a multiple-model line (Niagara, Rideau, and Montcalm). For 1962 and 1963, the brand was dropped, as Mercury adopted the name for its new intermediate-size line. For 1964, the brand was revived, taking the place of the Mercury Monterey in Canada. Again a line of Mercury-trimmed Fords, Meteor was gradually phased into the Mercury lineup starting in 1968. After 1976, the Rideau and Montcalm were discontinued; replaced by a Meteor trim level at the base of the Canadian Mercury Marquis line. Marquis Meteors were dropped after the 1981 model year.
In an effort to increase the availability of its truck lineup, Ford offered rebadged trucks in its Mercury dealerships starting in 1946. While initially applied to the Ford F-Series light trucks (becoming the M-Series), Mercury offered many counterparts of the Ford truck line. Other products included medium-duty conventional trucks, MB-Series school bus chassis, and its own versions of the Econoline van/pickup and the C-Series COE truck.
Early versions of the M-Series often came with a higher output (CM-1 designated) Mercury/Ford Flathead V8 engine over and above the unique Mercury-specific grille, badging and trim that adorned every Mercury M-Series truck.
After 1968, Ford discontinued production of Mercury trucks; the Mercury version of the C-Series cabover ended production in 1972. With the discontinuation of the M-Series and Mercury Econoline, Mercury would not again sell a light truck until the 1993 Villager minivan.
The lack of a distinct personality showed through in the cars, although there were some unique twists to 1980s Mercurys. Some examples include the roofline of the 1983 Cougar (influenced somewhat by the AMC Gremlin), the 1986 Sable (which had a lightbar in place of a conventional grille), and the 1988 Tracer (a clone of a Mazda-designed Australian Ford built in Mexico and Japan). By 1990, the lone remnants of Mercury's 1970s identity were the Grand Marquis luxury sedan and Colony Park station wagon; both had received only superficial updates since their 1979 downsizing.
The first logo of the Mercury brand was its namesake, the Roman god Mercury. The side profile of his head, complete with the signature bowl hat with wings was used during the early years, seen in the picture to the right.
In the 1950s, the logo became a simple "M" with horizontal bars extending outward from the bottom of its vertical elements in each direction. This was described in advertising as "The Big M" – probably most notably as the prime sponsor of The Ed Sullivan Show.
During the late 1960s and up to the mid-1980s, the Mercury used the "Sign of the Cat" ad campaign based on its popular Cougar model. Many of the cars during this time carried cat related names such as the Lynx and Bobcat. On some of the upper-tier models, such as the Marquis and Grand Marquis, Mercury used a shield or cross, sometimes surrounded by a wreath, which was shared by some de luxe Ford models as well. Some models used the Lincoln brand's logo.
During the mid-1980s, the logo changed from the Cougar to its final logo, seen in the logo at the top of the page. This logo was introduced on the all new 1984 Mercury Topaz. Since 1999, the word "Mercury" appeared on the top part of the logo.
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- Allmusic biography
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|Wikimedia Commons has media related to Mercury vehicles.|
- Mercury Vehicles (Mercury | New Doors Opened)
- A short history of the marque[dead link]
- Winged Messenger: Dedicated to the promotion and preservation of all Mercury vehicles
- Canadian Mercury trucks catalogs and ads
|Mercury passenger vehicle timeline, 1940–1979 — next »|
|Park Lane||Park Lane||Park Lane||Park Lane|
|C. Park||C. Park||Colony Park||Colony Park||Colony Park||Colony Park|
|Sports car||Capri||Capri II||Capri|
|« previous — Mercury passenger vehicle timeline, 1980–2011|
|Grand Marquis||Grand Marquis||Grand Marquis||Grand Marquis|