1978 Mercury Monarch
|Assembly||Mahwah, New Jersey
|Body and chassis|
|Class||Compact near-luxury car|
|Body style||4-door sedan
2-door coupe 
|Related||Ford Granada (North America)
|Engine||200 cu in (3.3 L) I6
250 cu in (4.1 L) I6
302 cu in (4.9 L) Windsor V8
351 cu in (5.8 L) Windsor V8
|Successor||Mercury Cougar (1980)|
The Mercury Monarch is a compact automobile that was manufactured by Mercury from 1975 to 1980. Released in the model year 1975, the Monarch was a badge-engineered version of the Ford Granada which was identical save for the grille, taillights and some interior and exterior trim. A total of 575,567 Monarchs were produced during this time period. For 1981, the Granada was replaced with a smaller version based on Ford's Fox platform, and the Mercury version took the Cougar name.
Monarch (Ford of Canada brand)
Monarch was first used by Ford of Canada from 1946 to 1957 and from 1959 to 1961. As such it was used as a standalone brand name, that used Mercury automobiles, trimmed specifically for the Canadian markets. This was done to give Ford dealers a product to sell in the medium-price field. This was typical practice in the Canadian market, where smaller towns might have only a single dealer who was expected to offer a full range of products in various price classes. The Monarch was dropped for 1958 when the Edsel was introduced, but the poor acceptance of the Edsel led Ford to reintroduce Monarch for 1959. With a drop in medium-priced vehicle sales in the early 1960s, and the introduction of the similarly priced Ford Galaxie, the Monarch was dropped after the 1961 model year.
Monarch used the contemporary Mercury body with only unique grilles, taillights and other trim to distinguish them. Model names included Richelieu, Lucerne and Sceptre.
Although developed as the replacement for the aging Comet, external circumstances outside Ford forced the Mercury division to keep both models as the 1970s progressed. The Monarch shared the same platform as its predecessor (developed from the first-generation Ford Falcon). To compete against European and Japanese competitors, the Monarch was given an all-new body; while heavily influenced by Mercedes-Benz, the front and rear styling still carried many styling cues from larger Fords and Mercury models.
As the energy crisis killed off demand for sporty cars, luxury cars came into demand, even more so for smaller models. After introducing the Monarch, the division found relatively little competition from domestic automakers; at the time, personal luxury cars were based on full-sized and intermediate models, which had not undergone downsizing. Along with the Buick Apollo, the Monarch helped to break the long-standing traditions in the Big Three that size went hand-in-hand with luxury.
Grand Monarch Ghia
The Mercury Grand Monarch Ghia was an upscale version of the Monarch built in 1975 and 1976. Grand Monarch Ghia had four-wheel disc brakes with a sophisticated central hydraulic power system as standard equipment. Other standard luxury features included:
- Leather trim
- Vinyl roof
- LCD clock
- Leather-wrapped steering wheel
- Power steering
- Dual map lights
- Illuminated visor vanity mirror (passenger side)
- 14-inch, cast-aluminum spoke wheels
- Solid-state ignition
- Whitewall steel-belted radial tires
- Reclining bucket seats with matching map pockets
- Plusher carpeting and soundproofing
- 1975 Mercury Monarch sales brochure
- "Motor Trend - Sep 1974". Retrieved 2011-03-21.
- "Road and Track - Aug 1974 first paragraph". Retrieved 2011-03-21.
- Popular Mechanics - Oct 1974 p104 second paragraph. Retrieved 2011-03-21.
- "Car and Driver - Aug 1974; second paragraph". Retrieved 2011-03-21.
- Flammang, James Standard Catalog of American Cars 1976–1999 3rd Edition (Iola, WI: Krause Publications, Inc 1999), p.636.
- Dammann, George The Cars of Lincoln Mercury (Sarasota, FLA: Crestline, 1987), p.485.
- "Production & Registry Totals". The Granada-Monarch-Versailles Registry. Retrieved 2008-05-20.
|Wikimedia Commons has media related to Mercury Monarch.|
- Mercury Monarch
- Monarch Source - History and Information resource for the Ford Monarch from 1946 to 1953
- American Granada, Monarch & Versailles Registry & Forums
|Mercury passenger vehicle timeline, 1940–1979 — next »|
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