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Mercury (automobile)
Encyclopedia
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
's namesake
brand. From 1945 to 2011, it was the "Mercury" half of the Lincoln-Mercury
division of Ford, except for the 1958-1960 inclusion of the Edsel
brand. 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.
In 1935, Edsel Ford
designed a more luxurious version of the Ford that he intended to call the Falcon. Since he did not think it fit in with other Fords, he created a new brand named for the Roman god
-- Mercury.
The 1939 Mercury 8 began production in 1938, with a 95 hp 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 inch 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).
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. Again in 1952, Mercury offered a further modernization in its look.
In 1958, the Lincoln-Mercury
Division and the ill-fated Edsel brand were joined into the Mercury-Edsel-Lincoln Division. Due to the introduction of Edsel, the market did not know how to regard Mercury as either an upscale Ford or a entry level Lincoln. It appeared that Ford was using the business model from General Motors, offering brands that were priced at specific levels, with Chevrolet at the bottom of the range, and Cadillac at the top. Buyers were not sure if Edsel or Mercury were alternatives to Pontiac, Oldsmobile or Buick in terms of equipment offered and marketing department definitions of what the cars were meant to offer.
Like Edsel, Mercury was a brand created from scratch as opposed to the 1922 acquisition of Lincoln. Mercury's heyday was in the 1950s, when its formula of stretching and lowering existing Ford platforms proved very successful. The identity of the marque has changed several times throughout its history. During the 1940s and 1950s, the make continued to be moved between a "gussied up" Ford to a "junior Lincoln" and even to having its own body designs. From the late 1950s until the early 1970s, Mercury began to distance itself from Ford and offered several different looking models such as the Turnpike Cruiser
, Park Lane
, and Marquis
. At this time, Mercury's biggest competition was Buick, Oldsmobile, Chrysler's mid-priced products, and higher-end models from American Motors
. In the 1970s, the brand was joined at the hip with Ford again and its image suffered as a result.
During the Ford Division's early 1960s "Total Performance" era, Mercury produced some equivalent models, such as the full-size S-55
and the Marauder
, which shared the same body styles and mechanics as the Ford Galaxie 500/XL
sports models. These big Mercurys were somewhat successful in racing. In 1967, the Cougar
was introduced as Mercury's version of the Ford Mustang; although mechanically related, the Cougar's looks were intended to be more of a "European" flavor.
Mercury's ride through the 1970s was not gentle, but it fared better than some. Shifting from performance cars such as the S-55
, Marauder
, and the Mustang-based Cougar, Mercury reverted to its historical role of selling badge-engineered Ford vehicles. Partially as a result of the first gas crisis, the "near luxury" segment was the bread and butter for 1970s American car manufacturers. However, the segment eventually became saturated. Only Mercury's niche products, like the Cougar XR-7, seemed to find real success with buyers. Much of this might really have had to do with Ford's topsy-turvy financial situation in the seventies. Lincoln-Mercury dealers had plenty of good selling cars, they just were not the right cars.
In 1978, Mercury sales peaked at an all-time high of 580,000. The Cougar
and Lincoln Mk V shattered sales records, but the staples of Mercury's business, the mid-size and full-size sedans and wagons, moved out of showrooms at a snail's pace. In 1977, the Cougar became the sole mid-size Mercury, replacing the Montego; previously a personal luxury coupe, the Cougar was available in sedan and station wagon bodystyles. The small Bobcat did not lure economy minded buyers, instead bringing only bad press from its close ties to the ill-fated Ford Pinto
.
Although the Bobcat trickled out of showrooms, Mercury introduced the Monarch
as a replacement for the aging Comet
compact. Although still mechanically based on the original 1960 Ford Falcon, the Monarch was intended as a compact near-luxury car; high-trim versions were popular choices as personal cars among Ford executives. In 1978, the Monarch's replacement, the Zephyr
was introduced on the Fox platform
. An all-new rear-wheel drive platform, it would be used by all late 1970s-early 1980s Mercurys except the Bobcat, Lynx/LN7/Topaz, and the Grand Marquis/Colony Park.
as a captive import
from Ford of Europe; as the Cougar grew from a pony car
into a personal luxury car, the Capri became its replacement. Assembled in West Germany by Ford of Europe, the Capri was powered by 4-cylinder and V6 engines. The decision proved popular, at times becoming the most popular imported car in the United States (after the VW Beetle). As such, Mercury did not sell its own version of the Ford Mustang II. The Capri was imported until 1977 with a few sold as 1978 models.
Although it was not badged a Mercury, Lincoln-Mercury dealers were the sole source of the De Tomaso Pantera
from 1971 to 1975. It was an Italian-built exotic sports car with a Ford 351-cubic inch V8. Approximately 5500 were sold by Lincoln-Mercury.
The era of downsizing of the late 1970s achieved mixed results for the division. Although the 1979 full-size Marquis
, Colony Park
, and Grand Marquis
survived downsizing without sacrificing rear-wheel drive, V8 engines, or significant market share, downsizing would prove disastrous for the mid-size Mercury lineup. Intended as the replacement for the Monarch, the 1980 Cougar sedan, coupe, and wagon were redesigned as clones of the Ford Thunderbird
; the Cougar also shared its platform with the Zephyr. Controversial styling coupled with a struggling economy saw Cougar sales fall to barely one-third of 1979 levels. At the smallest end of the size spectrum, Mercury quietly replaced the Bobcat with the Lynx
. The Lynx introduced Mercury to front-wheel drive and optional diesel engines; its LN7 variant was the only 2-seat Mercury ever built. As a replacement for its German-imported predecessor, the Capri
became a clone of the Ford Mustang; it was built from 1979-1986.
By the mid-1980s, much of the Mercury lineup had been completely made over. After a disastrous sales decline, the Cougar was reverted to its traditional role of a two-door personal luxury coupe in 1983; although sales were still far lower than late 1970s levels, the new generation sold far better despite the single body style. The Cougar sedan and wagon remained in production, borrowing the Marquis nameplate from the full-size Mercury lineup (with the Grand Marquis/Colony Park becoming the sole full-size models).
In the face of industry trends, the division adopted front-wheel drive platforms in an effort to increase its fuel economy. A year after the Cougar and Marquis were introduced, the front-wheel-drive Topaz
replaced the Zephyr. In 1986, the Mercury Sable
was introduced as the replacement for the Marquis; along with the Ford Taurus, it was 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.
Although the post-1983 Cougar was easily distinguishable from the Thunderbird, the Capri, Lynx, Topaz, and Marquis differed little from their Ford counterparts. The 1986 Sable
not only advanced American automotive design, but introduced styling themes (the aerodynamic styling and the lightbar grille) that would be seen on Mercurys for over a decade. In 1988, the Lynx was replaced by the Tracer
, a version of the Ford Laser
designed by Mazda, assembled in Mexico and Japan. The Tracer was the first Mercury since the 1978 Capri with no US-market Ford equivalent.
Beginning in 1985, Ford experimented with importing what were, for the American market, some advanced European Fords under the Merkur
(the German word for Mercury, pronounced mar-coor) nameplate. The Merkur lineup consisted of the XR4Ti
, a modified version of the Ford Sierra
, and the Scorpio
, a rebadged version of Ford's European flagship
sedan. Declining sales along with passive restraint regulations led to the discontinuation of the brand after 1989. 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.
Lasting from 1985 to 1989, Merkur is the shortest-lived automotive nameplate on the American market in modern times.
, 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 through 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.
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 heaps complimentary praise on their vehicle range. 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.
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 nameplate to introduce a SUV (following the Range Rover
and the Oldsmobile Bravada
), the 1997 Mercury Mountaineer was among one of the first to popularize luxury SUVs. 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.
In 1999, the Cougar, after a year's hiatus, was re-introduced as a front-wheel drive sports coupe; based on the Mercury Mystique platform, it was considered the replacement for the Ford Probe
. For the first time since the 1991 Capri, the Cougar was a Mercury product line that had no direct Ford equivalent (in North America). The Cougar was discontinued after 2002, after finding only moderate success with buyers. At the other size of the performance car spectrum from the Cougar sat the Marauder
. Introduced in 2003, the Marauder was a high-performance version of the Grand Marquis intended as Ford's answer to the 1994-1996 Chevrolet Impala SS. The Marauder was dropped after 2004, primarily due to lack of marketing.
Although Mercury's full-size and mid-size sedans performed well in the marketplace, the division 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.
, a clone of the Ford Five Hundred
, was introduced as the (intended) replacement for the Grand Marquis while the mid-size 2005 Milan
, a clone of the Ford Fusion and Lincoln MKZ
would become the Sable replacement. The 2003 Monterey and 2005 Mariner
both were introduced as badge-engineered Fords as well. However, the Grand Marquis remained in production; 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. Unlike Ford's "F" model naming scheme, reaction to Mercury's "M" naming scheme was less extreme, as it had been in use since the 1950s.
Traditionally, Mercury was given a counterpart to most Ford platforms. During the 2000s, Ford focused on making its cars more luxurious, meaning Mercurys were less distinctive from other Ford nameplates. The exception was the Grand Marquis, which had all but replaced the civilian Crown Victoria; the latter was discontinued from retail sale after 2007. While Mercury had reached the minivan and SUV segments before a number of other foreign or domestic brands, by the time Mercury received a more competitive entry (the Monterey, its version of the Ford Freestar), the minivan segment was in decline. The Mariner crossover SUV debuted in 2005, four years after its Ford Escape twin. Mercury also had no version of the Ford Edge
Mercury had proposed a new compact car based on the global Ford Focus Mk3, this would revive the Tracer name, however this plan was scrapped upon announcement of Mercury brand discontinuationon.
and Oldsmobile
right before they were phased out. Many industry observers questioned whether Mercury would survive in the long term, since Ford insisted that there was no intention of letting the brand die until recently. The Mercury Mountaineer
was discontinued in the 2010 model year, with the remaining Mercurys following suit after the 2011 model year.
†2001 sales figures are only currently included for Grand Marquis; accurate total cannot be compiled
‡1999-2009 total excludes 2001; see above for explanation
pickups (Ford F-Series), the rebadging was also done to Ford Econoline
vans, B-Series
school bus chassis, medium-duty trucks, and the C-Series
cabover. Aside from the badging and grilles, Ford and Mercury trucks were functionally identical; they were as similar as Chevrolet and GMC trucks. Mercury trucks were sold from 1946-1968 (the C-Series until 1972). After the discontinuation of the 1968 M-Series pickup, Mercury did not sell a light truck until the 1993 Villager minivan.
), 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.
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.
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 a highly stylized letter M (nicknamed 'the Waterfall' by some). This logo was introduced on the all new 1984 Mercury Topaz, and continued on the new-for-1986 Sable, new 1988 Tracer, and the 1988 Grand Marquis. The reason behind this new logo has never been fully explained, but it is still being used today. Another possible explanation is that it is a stylized foot with a small horizontal wing at the top, an allusion to Mercury, Roman messenger of the gods. Since 1999, the Mercury logo has "Mercury" written on the top part of the logo.
The revival of the Mercury Marauder in 2003 brought a brief return of the original "God's Head" logo, for that model only.
Automobile
An automobile, autocar, motor car or car is a wheeled motor vehicle used for transporting passengers, which also carries its own engine or motor...
marque of the Ford Motor Company
Ford Motor Company
Ford Motor Company is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford and Lincoln brands, Ford also owns a small stake in Mazda in Japan and Aston Martin in the UK...
launched in 1938 by Edsel Ford
Edsel Ford
Edsel Bryant Ford , son of Henry Ford, was born in Detroit, Michigan, USA. He was president of Ford Motor Company from 1919 until his death in 1943.-Life and career:...
, son of Henry Ford
Henry Ford
Henry Ford was an American industrialist, the founder of the Ford Motor Company, and sponsor of the development of the assembly line technique of mass production. His introduction of the Model T automobile revolutionized transportation and American industry...
, to market entry-level luxury cars slotted between Ford-branded regular models and Lincoln
Lincoln (automobile)
Lincoln is an American luxury vehicle brand of the Ford Motor Company. Lincoln vehicles are sold mostly in North America.-History:The company was founded in August 1915 by Henry M. Leland, one of the founders of Cadillac . During World War I, he left Cadillac which was sold to General Motors...
-branded luxury vehicles, similar to General Motors' Buick
Buick
Buick is a premium brand of General Motors . Buick models are sold in the United States, Canada, Mexico, China, Taiwan, and Israel, with China being its largest market. Buick holds the distinction as the oldest active American make...
(and former Oldsmobile
Oldsmobile
Oldsmobile was a brand of American automobile produced for most of its existence by General Motors. It was founded by Ransom E. Olds in 1897. In its 107-year history, it produced 35.2 million cars, including at least 14 million built at its Lansing, Michigan factory...
) brand, and Chrysler
Chrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
's namesake
Chrysler (division)
Chrysler is the flagship brand of Chrysler Group LLC, named after founder Walter P. Chrysler.-Overview:The Chrysler brand was originally a premium luxury position competing with Cadillac and Lincoln, owned respectively by Chrysler Group's Detroit rivals, General Motors and Ford Motor Company...
brand. From 1945 to 2011, it was the "Mercury" half of the Lincoln-Mercury
Lincoln-Mercury
Lincoln–Mercury was a collective name for the Lincoln and Mercury divisions of the Ford Motor Company, whose vehicles were typically sold side-by-side in a single dealership....
division of Ford, except for the 1958-1960 inclusion of the Edsel
Edsel
The Edsel was an automobile manufactured by the Ford Motor Company during the 1958, 1959, and 1960 model years. The Edsel never gained popularity with contemporary American car buyers and sold poorly. Consequently, the Ford Motor Company lost millions of dollars on the Edsel's development,...
brand. Using badge engineering
Badge engineering
Badge engineering is an ironic term that describes the rebadging of one product as another...
, the majority of Mercury models were based on Ford platforms
Automobile platform
An automobile platform is a shared set of common design, engineering, and production efforts, as well as major components over a number of outwardly distinct models and even types of automobiles, often from different, but related marques...
.
The name "Mercury" is derived from the "messenger of the gods" of Roman mythology
Roman mythology
Roman mythology is the body of traditional stories pertaining to ancient Rome's legendary origins and religious system, as represented in the literature and visual arts of the Romans...
, and during its early years, the Mercury brand was known for performance, which was briefly revived in 2003 with the Mercury Marauder
Mercury Marauder
The Marauder name first appeared as a 1963½ model in the full-size Mercury lineup. It was available as a 2-door hardtop with a forward-slanted "fastback" roofline; this was the reverse of the Breezeway roof introduced on other full-size Mercurys...
. The brand was sold in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
, Puerto Rico
Puerto Rico
Puerto Rico , officially the Commonwealth of Puerto Rico , is an unincorporated territory of the United States, located in the northeastern Caribbean, east of the Dominican Republic and west of both the United States Virgin Islands and the British Virgin Islands.Puerto Rico comprises an...
, U.S. Virgin Islands, and the Middle East
Middle East
The Middle East is a region that encompasses Western Asia and Northern Africa. It is often used as a synonym for Near East, in opposition to Far East...
. In 1999, the Mercury brand was dropped in Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, 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
Mercury Grand Marquis
The Mercury Grand Marquis was a full-size rear-wheel drive sedan sold by the Lincoln-Mercury division of the Ford Motor Company; the Grand Marquis was the flagship of the Mercury lineup. The nameplate itself had been in use since 1975 as the premium trim level of the Mercury Marquis; the Grand...
, rolled off the assembly line
St. Thomas Assembly
St. Thomas Assembly is an automobile plant in Talbotville, Ontario, Canada. The factory is located near St. Thomas. The facility, encompassing opened in 1967 building the Ford Falcon.The plant closed September 15, 2011...
on January 4, 2011.
History
Edsel Ford
Edsel Bryant Ford , son of Henry Ford, was born in Detroit, Michigan, USA. He was president of Ford Motor Company from 1919 until his death in 1943.-Life and career:...
designed a more luxurious version of the Ford that he intended to call the Falcon. Since he did not think it fit in with other Fords, he created a new brand named for the Roman god
Mercury (mythology)
Mercury was a messenger who wore winged sandals, and a god of trade, the son of Maia Maiestas and Jupiter in Roman mythology. His name is related to the Latin word merx , mercari , and merces...
-- Mercury.
The 1939 Mercury 8 began production in 1938, with a 95 hp V8 engine
V8 engine
A V8 engine is a V engine with eight cylinders mounted on the crankcase in two banks of four cylinders, in most cases set at a right angle to each other but sometimes at a narrower angle, with all eight pistons driving a common crankshaft....
. 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 inch 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
Automobile platform
An automobile platform is a shared set of common design, engineering, and production efforts, as well as major components over a number of outwardly distinct models and even types of automobiles, often from different, but related marques...
with Ford products, such as the Mercury Cougar
Mercury Cougar
The Mercury Cougar is an automobile which was sold under the Mercury brand of the Ford Motor Company's Lincoln-Mercury Division from 1967 to 2002. The name was first used in 1967 and was carried by a diverse series of cars over the next three decades. As is common with Mercury vehicles, the Cougar...
(shared with the Ford Mustang
Ford Mustang
The Ford Mustang is an automobile manufactured by the Ford Motor Company. It was initially based on the second generation North American Ford Falcon, a compact car. Introduced early on April 17, 1964, as a "1964½" model, the 1965 Mustang was the automaker's most successful launch since the Model A...
, Thunderbird
Ford Thunderbird
The Thunderbird , is an automobile manufactured by the Ford Motor Company in the United States over eleven model generations from 1955 through 2005...
, and Elite
Ford Elite
The Ford Elite was an automobile produced by the Ford Motor Company for the North American market from 1974 to 1976. The Elite was based on the Ford Torino, and was a two-door coupe intended to be, in the words of Ford's advertising, a "mid-size car in the Thunderbird tradition"—a more...
), the Mercury Bobcat (shared with the Ford Pinto
Ford Pinto
The Ford Pinto is a subcompact car produced by the Ford Motor Company for the model years 1971–1980. The car's name derives from the Pinto horse. Initially offered as a two-door sedan, Ford offered "Runabout" hatchback and wagon models the following year, competing in the U.S. market with the AMC...
), or the Mercury Comet
Mercury Comet
The Mercury Comet is an automobile produced by the Mercury division of the Ford Motor Company from 1960–1969 and 1971-1977 — variously as either a compact or an intermediate car.The Comet was based on the compact Ford Falcon and later the Ford Maverick...
(shared with the Ford Falcon
Ford Falcon
The Ford Falcon is a full-size car which has been manufactured by Ford Australia since 1960. Each model from the XA series of 1972 onward has been designed, developed and built in Australia and/or New Zealand, following the phasing out of the American Falcon of 1960–71 which had been re-engineered...
, Fairlane, and Maverick).
1945-1969: "Junior Lincoln"
Ford Motor Company
Ford Motor Company is an American multinational automaker based in Dearborn, Michigan, a suburb of Detroit. The automaker was founded by Henry Ford and incorporated on June 16, 1903. In addition to the Ford and Lincoln brands, Ford also owns a small stake in Mazda in Japan and Aston Martin in the UK...
until 1945 when it was combined with Lincoln
Lincoln (automobile)
Lincoln is an American luxury vehicle brand of the Ford Motor Company. Lincoln vehicles are sold mostly in North America.-History:The company was founded in August 1915 by Henry M. Leland, one of the founders of Cadillac . During World War I, he left Cadillac which was sold to General Motors...
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. Again in 1952, Mercury offered a further modernization in its look.
In 1958, the Lincoln-Mercury
Lincoln-Mercury
Lincoln–Mercury was a collective name for the Lincoln and Mercury divisions of the Ford Motor Company, whose vehicles were typically sold side-by-side in a single dealership....
Division and the ill-fated Edsel brand were joined into the Mercury-Edsel-Lincoln Division. Due to the introduction of Edsel, the market did not know how to regard Mercury as either an upscale Ford or a entry level Lincoln. It appeared that Ford was using the business model from General Motors, offering brands that were priced at specific levels, with Chevrolet at the bottom of the range, and Cadillac at the top. Buyers were not sure if Edsel or Mercury were alternatives to Pontiac, Oldsmobile or Buick in terms of equipment offered and marketing department definitions of what the cars were meant to offer.
Like Edsel, Mercury was a brand created from scratch as opposed to the 1922 acquisition of Lincoln. Mercury's heyday was in the 1950s, when its formula of stretching and lowering existing Ford platforms proved very successful. The identity of the marque has changed several times throughout its history. During the 1940s and 1950s, the make continued to be moved between a "gussied up" Ford to a "junior Lincoln" and even to having its own body designs. From the late 1950s until the early 1970s, Mercury began to distance itself from Ford and offered several different looking models such as the Turnpike Cruiser
Mercury Turnpike Cruiser
The Mercury Turnpike Cruiser was the flagship model of the Mercury Division of the Ford Motor Company that was produced from 1957 to 1958. The Turnpike Cruiser was produced in two body styles: a two-door and four-door hardtop were offered...
, Park Lane
Mercury Park Lane
The Mercury Park Lane was a fullsize automobile produced by the Mercury division of the Ford Motor Company from 1958 to 1960 and by the Lincoln-Mercury Division from 1964 to 1968. During this time, the Park Lane resembled the Monterey, but with a higher trim level.The Park Lane was introduced in...
, and Marquis
Mercury Marquis
These were known as the "Continental Styling" years, as Mercury was trying to market itself as an affordable Lincoln, rather than a more expensive Ford...
. At this time, Mercury's biggest competition was Buick, Oldsmobile, Chrysler's mid-priced products, and higher-end models from American Motors
American Motors
American Motors Corporation was an American automobile company formed by the 1954 merger of Nash-Kelvinator Corporation and Hudson Motor Car Company. At the time, it was the largest corporate merger in U.S. history.George W...
. In the 1970s, the brand was joined at the hip with Ford again and its image suffered as a result.
During the Ford Division's early 1960s "Total Performance" era, Mercury produced some equivalent models, such as the full-size S-55
Mercury S-55
Mercury, a division of the Ford Motor Company added the S-55, a full-size performance / luxury vehicle to its S or "Special" line in 1962. The S-55 was first available from 1962 to 19631/2. The S-55 was not available from mid-1963 to 1965. The S-55 was re-introduced in 1966 as its own model...
and the Marauder
Mercury Marauder
The Marauder name first appeared as a 1963½ model in the full-size Mercury lineup. It was available as a 2-door hardtop with a forward-slanted "fastback" roofline; this was the reverse of the Breezeway roof introduced on other full-size Mercurys...
, which shared the same body styles and mechanics as the Ford Galaxie 500/XL
Ford Galaxie
The Ford Galaxie was a full-size car built in the United States by the Ford Motor Company for model years 1959 through 1974. The name was used for the top models in Ford’s full-size range from 1959 until 1961, in a marketing attempt to appeal to the excitement surrounding the Space Race...
sports models. These big Mercurys were somewhat successful in racing. In 1967, the Cougar
Mercury Cougar
The Mercury Cougar is an automobile which was sold under the Mercury brand of the Ford Motor Company's Lincoln-Mercury Division from 1967 to 2002. The name was first used in 1967 and was carried by a diverse series of cars over the next three decades. As is common with Mercury vehicles, the Cougar...
was introduced as Mercury's version of the Ford Mustang; although mechanically related, the Cougar's looks were intended to be more of a "European" flavor.
1970s: "Sign of the Cat"
Mercury S-55
Mercury, a division of the Ford Motor Company added the S-55, a full-size performance / luxury vehicle to its S or "Special" line in 1962. The S-55 was first available from 1962 to 19631/2. The S-55 was not available from mid-1963 to 1965. The S-55 was re-introduced in 1966 as its own model...
, Marauder
Mercury Marauder
The Marauder name first appeared as a 1963½ model in the full-size Mercury lineup. It was available as a 2-door hardtop with a forward-slanted "fastback" roofline; this was the reverse of the Breezeway roof introduced on other full-size Mercurys...
, and the Mustang-based Cougar, Mercury reverted to its historical role of selling badge-engineered Ford vehicles. Partially as a result of the first gas crisis, the "near luxury" segment was the bread and butter for 1970s American car manufacturers. However, the segment eventually became saturated. Only Mercury's niche products, like the Cougar XR-7, seemed to find real success with buyers. Much of this might really have had to do with Ford's topsy-turvy financial situation in the seventies. Lincoln-Mercury dealers had plenty of good selling cars, they just were not the right cars.
In 1978, Mercury sales peaked at an all-time high of 580,000. The Cougar
Mercury Cougar
The Mercury Cougar is an automobile which was sold under the Mercury brand of the Ford Motor Company's Lincoln-Mercury Division from 1967 to 2002. The name was first used in 1967 and was carried by a diverse series of cars over the next three decades. As is common with Mercury vehicles, the Cougar...
and Lincoln Mk V shattered sales records, but the staples of Mercury's business, the mid-size and full-size sedans and wagons, moved out of showrooms at a snail's pace. In 1977, the Cougar became the sole mid-size Mercury, replacing the Montego; previously a personal luxury coupe, the Cougar was available in sedan and station wagon bodystyles. The small Bobcat did not lure economy minded buyers, instead bringing only bad press from its close ties to the ill-fated Ford Pinto
Ford Pinto
The Ford Pinto is a subcompact car produced by the Ford Motor Company for the model years 1971–1980. The car's name derives from the Pinto horse. Initially offered as a two-door sedan, Ford offered "Runabout" hatchback and wagon models the following year, competing in the U.S. market with the AMC...
.
Although the Bobcat trickled out of showrooms, Mercury introduced the Monarch
Mercury Monarch
The Mercury Monarch is a compact sedan manufactured by the Ford Motor Company; it was sold by the Lincoln-Mercury division from 1975 to 1980....
as a replacement for the aging Comet
Mercury Comet
The Mercury Comet is an automobile produced by the Mercury division of the Ford Motor Company from 1960–1969 and 1971-1977 — variously as either a compact or an intermediate car.The Comet was based on the compact Ford Falcon and later the Ford Maverick...
compact. Although still mechanically based on the original 1960 Ford Falcon, the Monarch was intended as a compact near-luxury car; high-trim versions were popular choices as personal cars among Ford executives. In 1978, the Monarch's replacement, the Zephyr
Mercury Zephyr
The Mercury Zephyr is a compact car sold by the Lincoln-Mercury division of Ford Motor Company for the North American market. Introduced as a replacement for the Mercury Comet, it was produced from 1978 to 1983...
was introduced on the Fox platform
Ford Fox platform
The Ford Fox platform is a rear wheel drive, unitized-chassis, automobile architecture used by Ford Motor Company in North America. Introduced for the 1978 model year, it would go on to be produced until 1993 in its original version; a substantial redesign of the Ford Mustang in 1994 extended its...
. An all-new rear-wheel drive platform, it would be used by all late 1970s-early 1980s Mercurys except the Bobcat, Lynx/LN7/Topaz, and the Grand Marquis/Colony Park.
Import success
In 1971, Mercury introduced the CapriMercury Capri
-First Generation :See also Ford CapriThe Mercury Capri was built in Cologne, Germany, and was sold through Lincoln-Mercury dealers in North America. The European Capri was first sold in the US in April 1970 and carried the Mercury marque identification as Ford already had a Mustang for the same...
as a captive import
Captive import
Captive import is a marketing term and a strategy for an automobile part or entire vehicle that is foreign-built and sold under the name of an importer or by a domestic automaker through its own dealer distribution system....
from Ford of Europe; as the Cougar grew from a pony car
Pony car
Pony car is an American class of automobile launched and inspired by the Ford Mustang in 1964. The term describes an affordable, compact, highly styled car with a sporty or performance-oriented image.-Origins of the breed:...
into a personal luxury car, the Capri became its replacement. Assembled in West Germany by Ford of Europe, the Capri was powered by 4-cylinder and V6 engines. The decision proved popular, at times becoming the most popular imported car in the United States (after the VW Beetle). As such, Mercury did not sell its own version of the Ford Mustang II. The Capri was imported until 1977 with a few sold as 1978 models.
Although it was not badged a Mercury, Lincoln-Mercury dealers were the sole source of the De Tomaso Pantera
De Tomaso Pantera
The Pantera was a sports car produced by the De Tomaso car company of Italy from 1971 to 1991, the last one being delivered to a customer in 1992.The word "Pantera" is Italian for "Panther".-History:...
from 1971 to 1975. It was an Italian-built exotic sports car with a Ford 351-cubic inch V8. Approximately 5500 were sold by Lincoln-Mercury.
1980s: Downsizing and starting over
Mercury Marquis
These were known as the "Continental Styling" years, as Mercury was trying to market itself as an affordable Lincoln, rather than a more expensive Ford...
, Colony Park
Mercury Colony Park
The Mercury Colony Park was the top-of-the-line full-size station wagon offered by Mercury between 1957 and 1991. It wore woodgrain paneling on the bodysides and tailgate, as did the related 1957-1991 Ford Country Squire and the 1958 Edsel Bermuda wagons....
, and Grand Marquis
Mercury Grand Marquis
The Mercury Grand Marquis was a full-size rear-wheel drive sedan sold by the Lincoln-Mercury division of the Ford Motor Company; the Grand Marquis was the flagship of the Mercury lineup. The nameplate itself had been in use since 1975 as the premium trim level of the Mercury Marquis; the Grand...
survived downsizing without sacrificing rear-wheel drive, V8 engines, or significant market share, downsizing would prove disastrous for the mid-size Mercury lineup. Intended as the replacement for the Monarch, the 1980 Cougar sedan, coupe, and wagon were redesigned as clones of the Ford Thunderbird
Ford Thunderbird (eighth generation)
1980 saw a new downsized Thunderbird that was an upmarket derivative of the Ford Fairmont sedan with nicer trim. The 1980 Thunderbird was a unibody car, weighing 800 lb less than the 1979 model, and was 17 in. shorter...
; the Cougar also shared its platform with the Zephyr. Controversial styling coupled with a struggling economy saw Cougar sales fall to barely one-third of 1979 levels. At the smallest end of the size spectrum, Mercury quietly replaced the Bobcat with the Lynx
Mercury Lynx
The Mercury Lynx was a compact car produced by the Ford Motor Company for its Mercury division from 1981 to 1987. It was a rebadged version of the Ford Escort. In 1987, the Lynx was dropped after slumping sales . In 1988, Mercury launched the Tracer as the Lynx's replacement...
. The Lynx introduced Mercury to front-wheel drive and optional diesel engines; its LN7 variant was the only 2-seat Mercury ever built. As a replacement for its German-imported predecessor, the Capri
Mercury Capri
-First Generation :See also Ford CapriThe Mercury Capri was built in Cologne, Germany, and was sold through Lincoln-Mercury dealers in North America. The European Capri was first sold in the US in April 1970 and carried the Mercury marque identification as Ford already had a Mustang for the same...
became a clone of the Ford Mustang; it was built from 1979-1986.
By the mid-1980s, much of the Mercury lineup had been completely made over. After a disastrous sales decline, the Cougar was reverted to its traditional role of a two-door personal luxury coupe in 1983; although sales were still far lower than late 1970s levels, the new generation sold far better despite the single body style. The Cougar sedan and wagon remained in production, borrowing the Marquis nameplate from the full-size Mercury lineup (with the Grand Marquis/Colony Park becoming the sole full-size models).
In the face of industry trends, the division adopted front-wheel drive platforms in an effort to increase its fuel economy. A year after the Cougar and Marquis were introduced, the front-wheel-drive Topaz
Mercury Topaz
The Mercury Topaz is a compact car that was manufactured by the Mercury division of Ford Motor Company for model years 1984 to 1994 as a slightly upscale variant of the Ford Tempo...
replaced the Zephyr. In 1986, the Mercury Sable
Mercury Sable
The Sable was a very important sedan for both Mercury and the American auto industry.Ford had lagged in introducing mid-size front wheel drive cars to compete against General Motors' Chevrolet Citation and its best-selling Chevrolet Celebrity/Pontiac 6000/Oldsmobile Cutlass/Buick Century quartet as...
was introduced as the replacement for the Marquis; along with the Ford Taurus, it was 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.
Although the post-1983 Cougar was easily distinguishable from the Thunderbird, the Capri, Lynx, Topaz, and Marquis differed little from their Ford counterparts. The 1986 Sable
Mercury Sable
The Sable was a very important sedan for both Mercury and the American auto industry.Ford had lagged in introducing mid-size front wheel drive cars to compete against General Motors' Chevrolet Citation and its best-selling Chevrolet Celebrity/Pontiac 6000/Oldsmobile Cutlass/Buick Century quartet as...
not only advanced American automotive design, but introduced styling themes (the aerodynamic styling and the lightbar grille) that would be seen on Mercurys for over a decade. In 1988, the Lynx was replaced by the Tracer
Mercury Tracer
The Mercury Tracer is a compact car that was sold by the Mercury division of Ford Motor Company. It was based on the platform of the Mazda 323, replacing the European-derived Mercury Lynx. The 1991 and newer car is the Mercury version of the Ford Escort....
, a version of the Ford Laser
Ford Laser
The 1985 KC Laser/GC Meteor was the model's first major redesign. All body styles were carried over, with the addition of a station wagon from 1986. A new "TX3" variant, which was half-way between "GL" & "Ghia" in specification level, replaced the "Sport" variant from the KB series. Unlike the...
designed by Mazda, assembled in Mexico and Japan. The Tracer was the first Mercury since the 1978 Capri with no US-market Ford equivalent.
Merkur
Merkur
Merkur , Mercury) was an automobile brand which was briefly marketed by Ford Motor Company in the United States and Canada from 1985 to 1989...
(the German word for Mercury, pronounced mar-coor) nameplate. The Merkur lineup consisted of the XR4Ti
Merkur XR4Ti
The Merkur XR4Ti was a short-lived United States and Canada-market version of the European Ford Sierra XR4i. It was the brainchild of then Ford Vice President Bob Lutz. It was sold in the US from 1985 to 1989. It was the first vehicle of Ford's Merkur range, followed in 1988 by the Merkur Scorpio...
, a modified version of the Ford Sierra
Ford Sierra
The Ford Sierra is a large family car that was built by Ford Europe from 1982 until 1993. It was designed by Uwe Bahnsen, Robert Lutz and Patrick le Quément. The code used during development was "Project Toni"....
, and the Scorpio
Merkur Scorpio
The Merkur Scorpio is a modified European Ford Scorpio with 4 doors and lift gate which was manufactured and sold as 1988 and 1989 models...
, a rebadged version of Ford's European flagship
Ford Scorpio
The Ford Scorpio is an automobile that was produced by the Ford Motor Company from 1985 through to 1998.It was the replacement for the European Ford Granada line...
sedan. Declining sales along with passive restraint regulations led to the discontinuation of the brand after 1989. Another key factor behind the demise of Merkur was an unfavorable exchange rate between the United States and West Germany; at US$
United States dollar
The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....
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.
Lasting from 1985 to 1989, Merkur is the shortest-lived automotive nameplate on the American market in modern times.
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 CapriMercury Capri
-First Generation :See also Ford CapriThe Mercury Capri was built in Cologne, Germany, and was sold through Lincoln-Mercury dealers in North America. The European Capri was first sold in the US in April 1970 and carried the Mercury marque identification as Ford already had a Mustang for the same...
, 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 through 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.
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
Alan Jackson
Alan Eugene Jackson is an American country music singer, known for blending traditional honky tonk and mainstream country sounds and penning many of his own hits. He has recorded 13 studio albums, 3 Greatest Hits albums, 2 Holiday albums, 1 Gospel album and several compilations, all on the Arista...
scored a hit with a 1993 cover of K. C. Douglas
K. C. Douglas
K. C. Douglas was an American blues singer and guitarist.-Career:Born in Sharon, Mississippi, Douglas was a rural blues stylist in the San Francisco/Oakland area of California. Douglas was influenced by Tommy Johnson, whose "Canned Heat Blues" he adapted on his album, Big Road Blues...
' "Mercury Blues
Mercury Blues
"Mercury Blues" is the title of song written by K. C. Douglas and Robert Geddins in 1949. The song, originally titled "Mercury Boogie," pays homage to the American automobile, which ended production in 2010....
", a song which heaps complimentary praise on their vehicle range. 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
Ford Aerostar
The Ford Aerostar is a minivan produced by Ford Motor Company for the North American market; the first such design by Ford, it was sold from the 1986 to the 1997 model years. It was sold in both passenger van and cargo van configurations in two body lengths with both rear wheel drive and all wheel...
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
Mercury Villager
The Mercury Villager was a minivan, marketed by Ford from model years 1993-2002. A rebadged variant of the Nissan Quest, the Villager was a product of a joint venture between Ford Motor Company and Nissan and was built at Ford's Ohio Assembly plant in Avon Lake, Ohio.The Villager was unrelated to...
(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 nameplate to introduce a SUV (following the Range Rover
Range Rover
The Range Rover is a large luxury four-wheel drive sport utility vehicle produced by British car maker Land Rover. The model, launched in 1970, is now in its third generation...
and the Oldsmobile Bravada
Oldsmobile Bravada
The Oldsmobile Bravada is a mid-size luxury sport utility vehicle from the now retired Oldsmobile marque of General Motors. There have been two different vehicles to bear this model name, the first and second-generation GMT330, and the 2002 to 2004 GMT360....
), the 1997 Mercury Mountaineer was among one of the first to popularize luxury SUVs. 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.
2000-2011: 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 it was highly profitable, it posed a problem for Mercury dealers, as the 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.In 1999, the Cougar, after a year's hiatus, was re-introduced as a front-wheel drive sports coupe; based on the Mercury Mystique platform, it was considered the replacement for the Ford Probe
Ford Probe
The Ford Probe was a coupé based on the Mazda GD platform, and powered by a 2.2 L SOHC 4 cylinder Mazda F2 engine.The first generation Probe appeared in 1988 and lasted until 1992 in the United States. In some markets the model years were from 1987 to 1991...
. For the first time since the 1991 Capri, the Cougar was a Mercury product line that had no direct Ford equivalent (in North America). The Cougar was discontinued after 2002, after finding only moderate success with buyers. At the other size of the performance car spectrum from the Cougar sat the Marauder
Mercury Marauder
The Marauder name first appeared as a 1963½ model in the full-size Mercury lineup. It was available as a 2-door hardtop with a forward-slanted "fastback" roofline; this was the reverse of the Breezeway roof introduced on other full-size Mercurys...
. Introduced in 2003, the Marauder was a high-performance version of the Grand Marquis intended as Ford's answer to the 1994-1996 Chevrolet Impala SS. The Marauder was dropped after 2004, primarily due to lack of marketing.
Although Mercury's full-size and mid-size sedans performed well in the marketplace, the division 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.
Last revival
During the mid-2000s, after relative stagnation, the Mercury range was targeted for major updates to attract new (primarily, younger) buyers. The full-size 2004 MontegoMercury Montego
The Mercury Montego was a mid-size vehicle in the Mercury line of Ford Motor Company from 1968 to 1976. The namplate first appeared in 1967 in Canada as part of the Mercury-derived Meteor line. After 1976, the basic design of the Montego was updated and the nameplate disappeared as the Cougar...
, a clone of the Ford Five Hundred
Ford Five Hundred
The Ford Five Hundred is a full-size sedan that was produced by the Ford Motor Company during the 2005 to 2007 model years in North America. In North America, the name evoked the classic Fairlane 500 and Galaxie 500 models of the 1950s through 1970s.-Overview:The Five Hundred was introduced at the...
, was introduced as the (intended) replacement for the Grand Marquis while the mid-size 2005 Milan
Mercury Milan
The Mercury Milan is a mid-size sedan based on the Mazda designed Ford CD3 platform built by Ford Motor Company and distributed by the Lincoln-Mercury division. It is a twin of the Ford Fusion, while being slotted below the luxury-spec Lincoln MKZ sedan...
, a clone of the Ford Fusion and Lincoln MKZ
Lincoln MKZ
The Lincoln MKZ, initially named the Lincoln Zephyr, is a mid-size, entry-level luxury car from the Lincoln division of the Ford Motor Company. Lincoln revived the Zephyr name in the fall of 2005 as a platform-mate for the Ford Fusion and Mercury Milan; the vehicles were based on the CD3 platform,...
would become the Sable replacement. The 2003 Monterey and 2005 Mariner
Mercury Mariner
The Mariner Hybrid powertrain is identical to its sibling, the Ford Escape Hybrid, and it was launched to the U.S. market in 2006.Like the Ford Escape Hybrid, the Mariner Hybrid is a "full" hybrid electric system, meaning the system can switch automatically between pure electric power, pure...
both were introduced as badge-engineered Fords as well. However, the Grand Marquis remained in production; 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. Unlike Ford's "F" model naming scheme, reaction to Mercury's "M" naming scheme was less extreme, as it had been in use since the 1950s.
Traditionally, Mercury was given a counterpart to most Ford platforms. During the 2000s, Ford focused on making its cars more luxurious, meaning Mercurys were less distinctive from other Ford nameplates. The exception was the Grand Marquis, which had all but replaced the civilian Crown Victoria; the latter was discontinued from retail sale after 2007. While Mercury had reached the minivan and SUV segments before a number of other foreign or domestic brands, by the time Mercury received a more competitive entry (the Monterey, its version of the Ford Freestar), the minivan segment was in decline. The Mariner crossover SUV debuted in 2005, four years after its Ford Escape twin. Mercury also had no version of the Ford Edge
Ford Edge
The Ford Edge is a mid-size crossover SUV manufactured by Ford, based on the Ford CD3 platform shared with previous generation Mazda6 and marketed in rebadged form as the Lincoln MKX...
Mercury had proposed a new compact car based on the global Ford Focus Mk3, this would revive the Tracer name, however this plan was scrapped upon announcement of Mercury brand discontinuationon.
Discontinuation
On June 2, 2010, Ford officially 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, while Ford has a 16 percent share. 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 90,000 units a year, which is less than both PlymouthPlymouth (automobile)
Plymouth was a marque of automobile based in the United States, produced by the Chrysler Corporation and its successor DaimlerChrysler.-Origins:...
and Oldsmobile
Oldsmobile
Oldsmobile was a brand of American automobile produced for most of its existence by General Motors. It was founded by Ransom E. Olds in 1897. In its 107-year history, it produced 35.2 million cars, including at least 14 million built at its Lansing, Michigan factory...
right before they were phased out. Many industry observers questioned whether Mercury would survive in the long term, since Ford insisted that there was no intention of letting the brand die until recently. The Mercury Mountaineer
Mercury Mountaineer
Although the redesigned Explorer had already been out for two years, Mercury introduced an Explorer twin called the Mountaineer. The Mountaineer was only slightly different from the Explorer, although it did offer a few extra luxury features that the Explorer lacked, such as a standard 302 cu in ...
was discontinued in the 2010 model year, with the remaining Mercurys following suit after the 2011 model year.
| Year | 1999 | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | 2006 | 2007 | 2008 | 2009 | Total sales (1999–2009) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Grand Marquis | 142,372 | 132,870 | 100,774 | 96,034 | 92,140 | 87,583 | 66,133 | 54,688 | 50,664 | 29,766 | 24,783 | 877,807 |
| Milan | 5,321 | 35,853 | 37,244 | 31,393 | 27,403 | 143,065 | ||||||
| Mariner | 7,171 | 34,099 | 33,941 | 34,844 | 32,306 | 28,688 | 171,049 | |||||
| Mountaineer | 49,281 | 46,547 | n/a | 48,144 | 49,692 | 43,916 | 32,491 | 29,567 | 23,850 | 10,596 | 5,169 | 375,886 |
| Montego | 2,974 | 27,007 | 22,332 | 10,755 | 63,068 | |||||||
| Sable | 101,120 | 103,030 | n/a | 98,998 | 61,342 | 42,737 | 24,149 | n/a | 21,121 | 16,187 | 6,256 | 474,940 |
| Marauder | 7,839 | 3,213 | 11,052 | |||||||||
| Mystique | 39,351 | 16,208 | 55,559 | |||||||||
| Cougar | 56,831 | 40,343 | n/a | 19,345 | 2,024 | 118,543 | ||||||
| Villager | 45,315 | 30,443 | n/a | 16,442 | 92,200 | |||||||
| Monterey | 2,213 | 17,407 | 8,166 | 4,467 | 700 | 32,953 | ||||||
| Total Mercury Division Sales | 433,820 | 369,751 | † | 278,963 | 215,250 | 205,001 | 197,366 | 180,848 | 179,178 | 120,248 | 92,299 | Total Sales (1999–2009) 2,272,724‡ |
†2001 sales figures are only currently included for Grand Marquis; accurate total cannot be compiled
‡1999-2009 total excludes 2001; see above for explanation
Canadian Mercury Trucks
In Canada during the 1940s, not all rural communities were served by both a Ford or a Lincoln-Mercury dealership, often having one or the other. To boost truck sales, Ford offered rebadged trucks in its Mercury dealerships. While the majority of Mercury trucks were M-SeriesMercury M-Series
The Mercury M-Series pickup truck was produced between 1946 and 1968 by Ford Motor Company of Canada, primarily for the Canadian market. Early versions often came with a higher output Mercury/Ford flathead V8 engine over and above the Unique Mercury Specific Grille, Badging and Trim that adorned...
pickups (Ford F-Series), the rebadging was also done to Ford Econoline
Ford E-Series
The Ford E-Series, formerly known as the Econoline or Club Wagon, is a line of full-size vans and truck chassis from the Ford Motor Company. The E-Series is related to the Ford F-Series line of pickup trucks. The line was introduced in 1961 as a compact van and its descendants are still produced...
vans, B-Series
Ford B-Series
The Ford B-Series was a Type C bus chassis manufactured by Ford Motor Company from 1948 to 1998 and was used primarily for school bus applications...
school bus chassis, medium-duty trucks, and the C-Series
Ford C-Series
The Ford C-Series was a medium-duty cab over truck built by the Ford Motor Company between 1957 and 1990. While advertisers boasted of its versatility, it was used primarily for local delivery, and fire apparatus...
cabover. Aside from the badging and grilles, Ford and Mercury trucks were functionally identical; they were as similar as Chevrolet and GMC trucks. Mercury trucks were sold from 1946-1968 (the C-Series until 1972). After the discontinuation of the 1968 M-Series pickup, Mercury did not sell a light truck until the 1993 Villager minivan.
Brand identity
Through the late 1970s and early 1980s, Ford's product planners were busy reworking Ford and Lincoln's images, so they could not devote much time to Mercury. The company entered 1975 with a distinct Buick-like character, but by 1990, the Buick-like image had largely disappeared and become highly ambiguous. 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 GremlinAMC Gremlin
The AMC Gremlin is a two-door subcompact car produced in the United States and Canada by the American Motors Corporation between 1970 and 1978. AMC reduced its development and manufacturing costs by adapting a shortened Hornet platform with a Kammback-type tail...
), the 1986 Sable
Mercury Sable
The Sable was a very important sedan for both Mercury and the American auto industry.Ford had lagged in introducing mid-size front wheel drive cars to compete against General Motors' Chevrolet Citation and its best-selling Chevrolet Celebrity/Pontiac 6000/Oldsmobile Cutlass/Buick Century quartet as...
(which had a lightbar in place of a conventional grille), and the 1988 Tracer
Mercury Tracer
The Mercury Tracer is a compact car that was sold by the Mercury division of Ford Motor Company. It was based on the platform of the Mazda 323, replacing the European-derived Mercury Lynx. The 1991 and newer car is the Mercury version of the Ford Escort....
(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.
Logo
The first logoLogo
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition...
of the Mercury brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
was its namesake, the Roman god Mercury
Mercury (mythology)
Mercury was a messenger who wore winged sandals, and a god of trade, the son of Maia Maiestas and Jupiter in Roman mythology. His name is related to the Latin word merx , mercari , and merces...
. The side profile of his head, complete with the signature bowl hat with wings was used during the early years.
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
The Ed Sullivan Show
The Ed Sullivan Show is an American TV variety show that originally ran on CBS from Sunday June 20, 1948 to Sunday June 6, 1971, and was hosted by New York entertainment columnist Ed Sullivan....
.
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
Mercury Lynx
The Mercury Lynx was a compact car produced by the Ford Motor Company for its Mercury division from 1981 to 1987. It was a rebadged version of the Ford Escort. In 1987, the Lynx was dropped after slumping sales . In 1988, Mercury launched the Tracer as the Lynx's replacement...
and Bobcat. On some of the upper-tier models, such as the Marquis
Mercury Marquis
These were known as the "Continental Styling" years, as Mercury was trying to market itself as an affordable Lincoln, rather than a more expensive Ford...
and Grand Marquis
Mercury Grand Marquis
The Mercury Grand Marquis was a full-size rear-wheel drive sedan sold by the Lincoln-Mercury division of the Ford Motor Company; the Grand Marquis was the flagship of the Mercury lineup. The nameplate itself had been in use since 1975 as the premium trim level of the Mercury Marquis; the Grand...
, 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 a highly stylized letter M (nicknamed 'the Waterfall' by some). This logo was introduced on the all new 1984 Mercury Topaz, and continued on the new-for-1986 Sable, new 1988 Tracer, and the 1988 Grand Marquis. The reason behind this new logo has never been fully explained, but it is still being used today. Another possible explanation is that it is a stylized foot with a small horizontal wing at the top, an allusion to Mercury, Roman messenger of the gods. Since 1999, the Mercury logo has "Mercury" written on the top part of the logo.
The revival of the Mercury Marauder in 2003 brought a brief return of the original "God's Head" logo, for that model only.