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The End of the Mercury Era

The fourth quarter of 2010 will mark the end of production for the Mercury Division of the Ford Motor Company. To some this will pass without notice or emotion just as the recent ending of Plymouth, Oldsmobile, and Pontiac has already passed but for Mercury customers, a void has opened that cannot be filled.

Founded in 1939 by Edsel Ford, son of Ford founder Henry Ford, Mercury was a “step up” luxury brand with it’s own designs often using Ford parts but styling and performance that appealed to a certain segment of the market. It was combined with Lincoln (Lincoln-Mercury) in 1945 and briefly during the late 50’s was part of the “Edsel-Lincoln-Mercury” division but returned to Lincoln-Mercury in 1960 to present.

The Mercury flathead V8 was a desired engine of the Hot Rod era as 50’s Mercury’s were converted into “Leadsleds” and became some of the first custom cars to roll out of the SoCal custom shops like Barris and Valley Custom. Fran Hernandez, competition director for Mercury, cut his teeth on the dry lakes of California and the Panamerican Highway of Mexico. He made sure Mercury was a proven competitor by successfully entering Pikes Peak International Hill Climb, NASCAR Stock Car Racing, NHRA Drag Racing, East Africa Safari Rally, the Trans AM series and even leasing Daytona Speedway for a 40 day 100,000 mile durability test of the 1964 Mercury Comet’s (video part one and part two).

Mercury customers liked the finer things that the brand had to offer over the standard Ford models. Possibly hoping some day to step up to a Lincoln or maybe trying to fly just below the glitz and yet stand apart from the rest of the Ford crowd. Mercury styling was distinctive and carried some consistent styling cues like tasteful chrome accents and later the disappearing headlamp. Initially using the side profile of the mythical god Mercury, the logo changed to a stylized “M” in the 50’s and gained notoriety as the “Big M” as primary sponsor of “Toast of the town” with Ed Sullivan. Performance models had names like Marauder, Comet, Cyclone, Cougar and Meteor. Luxury models included Marquis, Monterey, Montego, Brougham, Colony Park, and Grand Monarch Ghia. The Capri, Merkur, and Pantera were European models offered in the American showrooms. Remember the famous ad campaign to just remember to look for “the sign of the cat” followed by the unmistakable Cougar growl?

Did the American market need Mercury? Probably not as production numbers dwindled from a high of 580,000 units in 1978 and another production peak in 1993 of 480,000 (Sable, Topaz and Cougar) to fewer than 90,000 units in 2009. Unremarkable re-badge jobs like the Bobcat (Pinto), Mariner (Escape), and Tracer (Escort) did not endure the marque. But the Comet, Marquis and Grand Marquis Wagon, Lynx, Capri and newer Capri convertible, Cougar, and even the current Grand Marquis were just enough up-market and stylish to garner demand in the showroom.

Manufacturing and advertising costs spelled the end as this has been a rumored decision for several years now. I will always have fond Mercury memories as both my wife and my families were “Mercury Families”. Riding in Grandma’s Monterey with the retractable rear window down (Breezeway Window), our 1969 Grand Marquis Wagon with disappearing headlamps and a 429 CID engine (twice across the USA, able to sleep in the area behind the rear seats pre-seat belt law), the cool yellow XR7 Cougar that parked down the street, Dad’s 1978 Zephyr (way cooler then the Fairmont but outdone by the two door Z7 edition), even our 1998 Mountaineer (nicer styling than an Explorer and leather interior, much easier to spot in a parking lot). The favorite Mercury in the family will always be the 1964 Comet Caliente East Africa Safari FIA Rally car.  A car that father in law, Ray Brock, drove in Africa in the spring of 1964 in the “world’s toughest rally” which we have re-created for family enjoyment and touring.

When asked during a recent interview at the Barrett-Jackson event in Orange County, President Steve Davis mused that there will be no immediate reaction to Mercury cars in the collector car world. He did feel that in the long run, values of cars like Mercury’s go up as a result of the termination of production.  “There were only so many built and they aren’t building them anymore”, mentioning unremarkable Sables, Topez, etc. to be unlikely candidates for appreciation or even conservation for that matter although well preserved Bobcats are seeing appreciation for niche collectors. Leadsleds, customs, production drag cars (A/FX, B/FX, & B/MP), Cyclone Spoiler special editions needed for production homologation of competition Stock Cars (make mine a Cale Yarborough or Dan Gurney Special), surviving Trans AM Cougars, and Comet convertibles are already well appreciated classic Mercury collectables.

It is a sad day for “Merc” aficionados and I would like to think there is a small glimmer of hope that some understanding Ford guys will give the nod to some future special Mercury tribute production editions. Most of that will be bench-racing and wishful thinking. Mercury customers were always the minority but often the envied for having the extra couple of bucks to step up from Ford products and make a statement by purchasing something different, a little higher performance, and something a little more luxurious. Thank you to all the Mercury designers, dealers, and racers that made our cars a little more special.

 

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