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107-400: The Mercury Custom is an automobile which was produced by Mercury for the 1952 through 1956 model years. The Custom was introduced as the base model series in the 1952 Mercury range, replacing the original Mercury Eight that introduced the all-new Mercury marque. It was positioned below the upper trim package Monterey which was also introduced in 1952. The Mercury Medalist displaced

214-485: A LaSalle driven by Willard Rader, along with Gus Bell, on the track at the Milford Proving Grounds , achieved 952 miles (1,532 km), averaging 95.2 mph (153.2 km/h), with only seven minutes given over to refueling and tire changes. In comparison, the average speed at that year's Indianapolis 500 was 97.5 mph (156.9 km/h). The test at Milford would have continued, but a problem in

321-654: A combined sales network for Ford's two premium automotive brands, Lincoln-Mercury also represented the Continental (1956–1960), Edsel (1958–1960, formally designated Mercury-Edsel-Lincoln Division), Comet (1960-1961), and Merkur (1985–1989, forming Lincoln-Mercury-Merkur ). Through the use of platform sharing and manufacturing commonality, Mercury vehicles shared components and engineering with Ford or Lincoln (or both concurrently), serving as counterparts for vehicles from both divisions. Following an extended decline in sales and market share for Mercury, Ford announced

428-662: A completely new brand, personally selecting the Roman god's name from over 100 options – in spite of the name having been used just four years earlier for the Chevrolet Mercury and no fewer than seven separate failed automobile companies from 1903 to 1923. In November 1938, Edsel Ford introduced four body styles of the Mercury Eight at the New York Auto Show . Along with a two-door sedan and

535-601: A distinct higher-performance variant of the Monterey. In a design change, the fastback Marauder roofline was discontinued; the Breezeway design was dropped in 1967 (the latter, following the increasing availability of air conditioning units integrated within the ventilation system). In 1967, Mercury debuted its two most successful and longest-running nameplates: the Mercury Cougar and Mercury Marquis. The Cougar

642-622: A downsized Marquis; while nearly matching the Cougar sedan in exterior footprint, the 1979 Marquis gained interior space over its 1978 predecessor. The Capri made its return, shifting from German-produced captive import to counterpart of the Ford Mustang ; for the first time, the Capri adopted Mercury divisional branding. Bolstered by the redesign of the Marquis and the popularity of Cougar XR7,

749-539: A following as a street rod , making an appearance in several films. The 1949 redesign of the Mercury model line proved successful, with the division increasing its sales six-fold over 1948, becoming the sixth-most popular brand in the United States. In contrast to competing medium-price brands from Chrysler and General Motors (and independents including Nash , Hudson , or Packard ), Mercury continued to offer

856-644: A four-door sedan, the Mercury was also introduced as a two-door convertible and a two-door trunked sedan; the body design was overseen by E.T. 'Bob' Gregorie. While similar in concept to the modestly restyled De Luxe Ford, the V8-powered Mercury was an all-new car sized between the V8 Ford and the V12 Lincoln-Zephyr. For 1939, the Mercury was launched at a starting price of US$ 916 ($ 20,064 in 2023 dollars ); over 65,800 vehicles were sold in

963-577: A full array of semi-custom body styles, as it had in its first year, including a convertible sedan. Earl oversaw this redesign. The LaSalle emerged with a smooth-flowing design, its thin radiator flanked by a series of thin chrome slots. In its final year, sales of the LaSalle reached the second-highest level ever at 24,133. In addition to the Series 40-50, there was also the lower, wider Series 40-52 Special using General Motors' new "Torpedo"-style body . By

1070-715: A full model range (replacing the Montclair and Park Lane outright) and the Colony Park as the only Mercury full-size station wagon. To differentiate the Marquis from the Monterey, Mercury introduced hidden headlights for the former. Replacing the S-55, the Mercury Marauder became a stand-alone full-size two-door, competing against the Oldsmobile Toronado and Buick Riviera; an optional 429 cubic-inch V8

1177-406: A junior Cadillac, but as something more agile and stylish. Influenced by the rakish Hispano-Suiza roadsters of the time, Earl's LaSalle emerged as a shorter, yet elegant, counterpoint to Cadillac's larger cars, unlike anything else built by an American automotive manufacturer. Built by Cadillac to its high standards but at a dedicated factory at Wyoming Road Assembly , the LaSalle soon emerged as

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1284-664: A new Grand Marquis was slotted between the Marquis Brougham and the Lincoln Continental. Intended as the successor for the Comet, the Monarch led to a completely new market segment: the luxury compact car. The model line was met with success, with examples used as personal cars among Ford executives (including Henry Ford II ). Following the 1974 discontinuation of its engine, Lincoln-Mercury ended its sales of

1391-465: A set pattern, with design changes driven principally by engineering needs. For example, the Ford Model T evolved only slightly over its production run; A 1927 Model T was almost identical to a 1910 Model T, while GM made yearly appearance and model name changes across all brands starting in 1908. Earl, who had been hired by Cadillac's General Manager, Lawrence P. Fisher, conceived the LaSalle not as

1498-403: A stand-alone model range, slotted above the Cougar. To further establish the brand in motorsport, the aerodynamically-optimized Cyclone Spoiler II was homologated as the 1969 Mercury entry for NASCAR. For 1969, the full-size Mercury line was given an all-new body and chassis (again shared with Ford, on its own 124-inch wheelbase). The nameplates were again revised, with the Marquis becoming

1605-480: A subordinate model under the Cadillac brand, thus, to call them "Cadillac LaSalle" is improper. Eddie Murphy’s character bails out of a 1939 coupe during a car chase in the movie Harlem Nights. In the 1967 film The St. Valentine's Day Massacre , gangster Mike Heitler (played by Leo Gordon ) buys a used LaSalle for $ 750 (equivalent to about $ 12,000 in 2021), to be disguised as a Chicago police car for use in

1712-434: A trend-setting automobile. Earl was then placed in charge of overseeing the design of all of General Motors' vehicles. Earl's design even included a nod to the inspirational Hispano-Suiza H6 , with the marque's circled trademark "LaS" cast into the horizontal tie bar between the front lights. There were two wheelbase choices where Fisher offered eight selections while Fleetwood Metal Body offered four coachwork choices on

1819-611: Is a brand of medium-priced automobiles that was produced by American manufacturer Ford Motor Company between the 1939 and 2011 motor years. Created by Edsel Ford in 1938, Mercury was established to bridge the gap between the Ford and Lincoln model lines within Ford Motor Company. From 1945 until its closure, it formed half of the Lincoln-Mercury Division of the company. In addition to serving as

1926-671: The Cadillac Series 61 , the Buick Century and Special , the Oldsmobile 70 , and the Pontiac Streamliner Torpedo . A third was a modified notchback design, derived from the fastback B-body, but described as " A-body -like", that was finally used by the Cadillac Series 63 . Any or all of these could have ended up being part of the next LaSalle line. However, it is widely believed that of the three,

2033-648: The De Tomaso Pantera in 1971. Assembled in Modena, Italy, the Pantera was a two-door, mid-engine coupe powered by a 330 hp (330 PS; 250 kW) Ford 351 cubic inches (5.75 L) V8 . For 1972, the intermediate Montego line (based on the Ford Gran Torino) was redesigned with a body-on-frame chassis, creeping into full-size dimensions. After years of losing market share to the Cougar,

2140-616: The Ford LTD II , with the Cougar XR-7 hardtop becoming a counterpart of the Ford Thunderbird . The revision was well-received, as Cougar sales nearly tripled. In contrast to the downsized model ranges introduced by General Motors, the 229-inch (5,800 mm) long Marquis/Grand Marquis was powered by a 460 cubic inches (7.5 L) V8 (the second-largest displacement engine used in an American automobile). 1978 commenced

2247-474: The Ford V8 was introduced with a standard equipment V8 displacing 221 cu in (3.6 L). Body style selections and a wide arrange of Duco automotive lacquer paint color selections, introduced by DuPont , was beginning to become commonplace. The 1932 LaSalle Series 345-B and 1933 Series 345-C followed the same pattern of appearance, engineering upgrades and ever growing options list. Beginning with

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2354-665: The Lincoln Model K . In contrast to the Ford V8, the Model K was among the most expensive vehicles built and sold in the United States, rivaled in price by the Cadillac V-12 (and V-16 ), Duesenberg Model J , and the flagship lines of Mercedes-Benz and Rolls-Royce . To address the gap between Ford and Lincoln, Ford Motor Company launched its own version of the late 1920s General Motors Companion Make Program , leading

2461-610: The St. Valentine's Day Massacre . In the 1970s television show All in the Family , Archie and Edith Bunker sing, "Gee, our old LaSalle ran great" in the program's opening theme song, "Those Were the Days." Many could not understand the now-obscure reference, and the opening was re-recorded in future seasons with the word ‘LaSalle’ enunciated a little more clearly. In Season One, episode 21 of The Streets of San Francisco , Lew Ayres mentions

2568-572: The 125" wheelbase and six choices on the 134", while Fleetwood now provided two choices on the 125" and only one choice on the 134", that being the Transformable Town Cabriolet at US$ 4,900 ($ 86,947 in 2023 dollars ). The first engine upgrade to the LaSalle was introduced in 1929 with the Series 328, which had slight differences to the Cadillac V8 which was also upgraded. The Victoria and business coupe were replaced with

2675-436: The 1930 LaSalle and the 1928-1929 Cadillac Series 341 were essentially identical so the LaSalle was labeled as Series 340 while the 1930 Cadillac V8 was upgraded to Series 353. In an attempt to further add exclusivity, Fleetwood convertible coachwork selections were further distinguished by the descriptions "Fleetcliffe", "Fleetlands", "Fleetway" and "Fleetwind" which didn't continue for 1931. The next vehicle choice offered by GM

2782-586: The 1934 model year, a significant portion of the LaSalle, now called the Series 50 Model 350, was more closely related to the Oldsmobile L-Series , Buick Series 40 and Buick Series 50 while sharing an appearance with the senior Cadillac Series 355s . This was marked by a shift to the Oldsmobile- and Buick-based B platform . Again, Earl 's work with the LaSalle resulted in a graceful vehicle, led by an elegantly thin grille that now concealed

2889-499: The 1941-1948 Mercury, the 1949 redesign placed Mercury and Lincoln within a common bodyshell. Largely distinguished by headlight and grille designs, Mercury and Lincoln would also feature separately-trimmed interiors. Mechanically, Ford, Lincoln, and Mercury each offered a separate version of the Ford Flathead V8. For many years after its production, the 1949–1951 Mercury Eight (most commonly in two-door form) would develop

2996-552: The 1942 suspension of production, Mercury did not return the Liquamatic transmission option. Alongside the wood-paneled station wagon, Mercury introduced a wood-bodied Sportsman convertible. For 1947 and 1948, few major changes were made. The rare Sportsman convertible was dropped for 1947 and the hubcaps were restyled; 1948 Mercurys were effectively carryover. In 1949, Ford Motor Company launched its first all-new post-war designs for all three of its model lines. In contrast to

3103-600: The 2013 Best Article of the Year Award from the Motor Press Guild for his Automobile magazine article, "GM's Road Not Taken" about the La Salle II Roadster . The LaSalle name was raised again when Cadillac was developing a new small luxury sedan, but it was passed over in favor of Cadillac Seville . Early mockups of what was to become the 1963 Buick Riviera were badged "LaSalle II," as

3210-479: The Cadillac division was being considered for production of this successful personal luxury car. For media outlets, when referring to the cars in visual or print media reporting the proper nomenclature is to identify them "LaSalle" as they are a separate marque, and are registered under the "Make" name of LaSalle on automobile titles. While built by the Cadillac Division of General Motors, they are not

3317-526: The Capri II in late 1977, leftover examples were sold through the 1978 model year. Of the 580,000 vehicles sold; nearly four out of every ten 1978 Mercurys were Cougars. For 1979, Mercury continued its modernization; as the division shifted away from performance vehicles at the beginning of the decade, the fuel crises of 1973 and 1979 sparked the decline of the landyacht . Two years after General Motors downsized its full-size model lines, Mercury introduced

Mercury Custom - Misplaced Pages Continue

3424-466: The Comet was a divisional counterpart of the Ford Falcon (stretched to a 114-inch wheelbase); styled with four headlights (instead of two), the Comet was also fitted with wide tailfins. Coinciding with its Edsel origins and concerns about potential negative impacts of compact cars on the Mercury brand, the Comet was sold as a standalone product until the brands merged for the 1962 model year(similar to

3531-690: The Cougar replaced the Monarch; a counterpart of the Ford Granada, the Cougar was largely a Zephyr with a formal roofline and Marquis-influenced fascias. As in 1977, the expansion of the model line nearly doubled Cougar sales (though far below its previous rate). Replacing the Bobcat, the Mercury Lynx was introduced as the counterpart of the Ford Escort. The first front-wheel drive vehicle of

3638-488: The Custom as the base model for 1956, with both series discontinued for 1957 as Mercury was being repositioned as a luxury line above Edsel for 1958. For the first year, 83,475 4-door sedans were manufactured with a listed price of US$ 2,040 ($ 23,406 in 2023 dollars ), followed by 25,812 2-door sedans for US$ 1,987 ($ 22,798 in 2023 dollars ). Color choices were extensive, listing 10 single selections and 17 two-tone choices, and

3745-604: The Custom the Medalist (to avoid confusion with the Ford Custom ). For 1957, Mercury redesigned its model range, with a 122-inch (3,100 mm) wheelbase sized between Ford and Lincoln. In a move upmarket, the slow-selling Medalist was discontinued, with the Monterey becoming the base model Mercury. Previewed by the 1956 XM-800 concept car, the Turnpike Cruiser (the pace car of the 1957 Indianapolis 500 )

3852-508: The Custom was losing ground to the more upscale Monterey, while being moderately more expensive, with continued lack of popularity of the Custom for 1955, as the introduction of the Montclair continued to encourage sales away from the Custom. The introduction of the Mercury Medalist in 1956, which was more modestly priced to the Custom further eroded sales of the Custom which was the last year. Mercury (automobile) Mercury

3959-528: The Cyclone was quietly discontinued. The 1973 model year brought major functional changes to the Mercury line, the fuel crisis notwithstanding; in various forms, all Mercury cars were given 5-mph bumpers . The Marquis and Monterey were given an exterior update, adopting a "pillared hardtop" roofline (frameless door glass supported by a thin B-pillar). As American manufacturers shifted away from convertibles,

4066-636: The DeTomaso Pantera. 1976 saw the expansion of the smallest end of the Mercury model line. Introduced in Canada in 1975, the Bobcat was the Mercury counterpart of the Ford Pinto, sharing its coupe, hatchback, and station wagon body styles. The Capri was restyled with a hatchback and was renamed the Capri II. The Capri II (devoid of any divisional branding) became the second most-imported car in

4173-569: The Eight as its sole model line. For 1950, the Monterey name made its first appearance, denoting a special edition of two-door coupes (alongside the Lincoln Lido and Ford Crestliner ). Intended to compete against the hardtop coupes from General Motors, the Monterey simulated the appearance of a convertible through the use of a canvas or vinyl roof (though with a pillared roofline). During

4280-681: The Eight. As part of an interior redesign, the Eight received a dashboard configured similar to the Lincoln Zephyr. For the first time, the Flathead V8 was offered with 100 hp (100 PS; 75 kW) in standard form. To compete with Fluid Drive (Chrysler) and Hydramatic (General Motors), the 1942 Mercury offered Liquamatic, the first semi-automatic transmission offered by Ford Motor Company. Shared with Lincoln, Liquamatic proved complex and unreliable, with many systems replaced by conventional manual transmissions. As production

4387-744: The LaSalle II Roadster. Ordered to be destroyed, both the four-door hardtop and the roadster were shipped to the Warhoops Salvage Yard in Sterling Heights, Michigan; instead of being destroyed they were hidden in a corner of the facility. In 1990, collector Joe Bortz purchased and restored the Roadster, which was featured in a 2013 article in Automobile (magazine) , for which the author, Robert Cumberford won

Mercury Custom - Misplaced Pages Continue

4494-552: The LaSalle received another engine upgrade introduced in the LaSalle Series 340. Fisher body selections were reduced to seven closed while Fleetwood choices expanded to six. The only wheelbase used was 134" and a radio was first introduced as a optional item for US$ 175 ($ 3,192 in 2023 dollars ) and all LaSalle's were prewired with an antenna imbedded in the roof. Wheels were available in hickory artillery style, wire wheels or solid pressed steel discs. The engine displacement of

4601-546: The Landau Cabriolet from Fisher while Fleetwood choices were all cabriolet coupes or sedans. Both wheelbase choices were both available for Fisher and Fleetwood coachwork selections. September 1929 is when Cadillac introduced its all-new 1930 Series 353 , one month before the Cadillac V-12 and the Wall Street Crash of 1929 The ultra-luxury Cadillac V-16 made its grand introduction January 1930, and

4708-724: The Marquette and the Viking in 1930, their second model year. Cadillac also saw sales of its cars losing ground, as confirmed Cadillac buyers tried to trim pennies by buying the less expensive LaSalle. LaSalle sales also were falling, from a high of 22,691 models in 1929 to a low of 3,290 in 1932. While the introduction of LaSalle showed there was a market for a luxury car that was more conservative in appearance and price, GM already had Buick which filled that role very successfully. The attention given to LaSalle could have been invested in Buick as

4815-420: The Mercury brand reached its all-time sales peak, with nearly 670,000 vehicles sold. As Lincoln-Mercury entered the 1980s, Mercury continued the modernization of its model line, redesigning its entire lineup between 1978 and 1982. Since the early 1960s, the use of platform sharing had left Ford and Mercury model lines styled virtually the same, differing only by grilles, wheels, badging, and minor trim. Through

4922-651: The Mustang, the Cougar was repackaged as a competitor of the A-body coupes ( Chevrolet Monte Carlo , Oldsmobile Cutlass Supreme , Pontiac Grand Prix ) of General Motors. Slotted below the Montego, the Comet made its return as a counterpart of the Ford Maverick (sharing much of its chassis underpinnings with the 1960 Comet). At the other end of the performance spectrum from the Capri, Lincoln-Mercury began imports of

5029-428: The Roadster as "a signpost to the many wrong turns that led to the bankruptcy of what was in 1955 the largest business entity in the entire world (GM)". There was nostalgia for the LaSalle name, and at various points in the 1950s, 1960s and 1970s, General Motors issued Motorama cars and proposed new consumer automobiles under the name. The year 1955 saw two Motorama concept cars, the LaSalle II four-door hardtop and

5136-438: The Turnpike Cruiser and Voyager; the two-door Commuter was in its final year. Mercury was one of the first American full size cars to adopt parallel-action windshield wipers. As with many medium-price brands, the Mercury brand was hit hard by the economy of the late 1950s. While remaining eighth in sales from 1957 to the end of the decade, Mercury saw a 60 percent drop in sales in 1958, outranked by Rambler . While outselling

5243-405: The United States (behind the Volkswagen Beetle ). For 1977, Mercury made significant revisions to improve sales to its intermediate model range (its slowest-selling models). While technically a mid-cycle model update, the Montego was replaced by the Cougar, with the latter offering sedan and station wagon body styles for the first time. The Cougar base coupe, sedan, and wagon were counterparts of

5350-440: The XR7 coupe. A longer-wheelbase version of the Zephyr, the Cougar XR7 was a direct counterpart of the Ford Thunderbird . Poorly received by critics and buyers, sales of the model line collapsed (to less than one-third of 1979 levels). Struggling to compete against newer designs, the aging Bobcat and Monarch were in their final years of production. 1981 saw Mercury revise its model line to combat falling sales. A standard trim of

5457-429: The aerodynamically sleeker roofline helped Mercury gain ground in stock-car racing. By the middle of the decade, the fate of Mercury was no longer entangled with the failure of Edsel, with a secure future competing against Buick and Oldsmobile, the middle of the Chrysler range, and the top of the American Motors range. For 1964, the Montclair and Park Lane were reintroduced while the S-models were dropped. For 1965,

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5564-501: The base-trim Custom; both shared bodies with Lincoln. In 1953, the expansion of the model line proved successful; after emerging from a war-depressed market, Mercury nearly doubled in sales, ranking eighth. While Mercury would have subsequently higher yearly sales, at 5%, this is the largest market share ever held by the division. For 1954, Ford replaced the long-running Flathead V8 (dating from 1932) with an overhead-valve Y-block V8 , with Ford and Mercury receiving their own versions of

5671-467: The brand shifted to a nine-year model cycle (the longest for an American brand). With the closure of Edsel, Mercury was to share its body with Ford (on its own wheelbase). In place of the five divisional bodies produced in 1958 (Ford, Lincoln/Continental, Mercury, large Edsel, small Edsel), Ford produced two for 1961 (Ford/Mercury, Lincoln). For 1960, the division released the Comet brand, its first compact car line. Originally developed for Edsel,

5778-469: The brand, the Lynx (as an option) offered the first diesel engine for a Mercury; three and five-door hatchbacks were offered along with a five-door station wagon. For the first time, Mercury used the GS and LS trim nomenclature; in various forms, it would be used through the 2011 model year. LaSalle (automobile) The LaSalle had its beginnings when General Motors' CEO Alfred P. Sloan noticed that his carefully crafted market segmentation program

5885-491: The closure of the division at the end of 2010. During the mid-1930s, under the leadership of Edsel Ford , Ford Motor Company discovered that it needed to expand its brand footprint to match its largest competitors. In 1935, Ford offered only its namesake brand and the cars of its Lincoln Motor Company division. In contrast to the comprehensive line of brands from General Motors (seven) and Chrysler Corporation (four), Ford offered its Ford Standard/DeLuxe V8 range and

5992-468: The companion marque strategy, the gap between the Chevrolet and the Oakland would be filled by a new marque named Pontiac, a quality six-cylinder car designed to sell for the price of a four-cylinder. The wide gap between Oldsmobile and Buick would be filled by two companion marques: Oldsmobile was assigned the up-market, V8 engined Viking , while Buick was assigned the more compact six-cylinder Marquette brand. Cadillac, which had seen its base prices soar in

6099-471: The company to expand from two nameplates to five by the end of the decade. For 1936, Lincoln-Zephyr was introduced as a sub-marque of Lincoln, giving the line a V12 car competing against the LaSalle and Buick , the Chrysler Airstream and Airflow , and the Packard One-Twenty . For 1938, De Luxe Ford became a sub-marque of Ford, offering a higher-price V8 car with a model-specific interior and exterior trim. In 1937, Edsel Ford began work on Mercury as

6206-456: The company's individual automobile marques into specific price ranges, called the " General Motors companion make program ". The Chevrolet was designated as the entry-level product. Next, (in ascending order), came the Pontiac , Oakland , Oldsmobile , Viking , Marquette , Buick , LaSalle, and Cadillac . By the 1920s, certain General Motors products began to shift out of the plan as the products improved and engine advances were made. Under

6313-410: The decade, designers sought to give Mercury its own brand identity while maximizing production resources. Initially associated with full-size sedans and personal luxury cars, Mercury also diversified its model range. For 1980, Mercury ended the model overlap between the Marquis and Cougar, as the latter was downsized into the mid-size segment. In another change, the Cougar model range was pared down to

6420-440: The division adopted the three-model range of Ford. As its premium model range, the Montclair was introduced above the Monterey (including the Sun Valley glass-top hardtop, for its final year). The revision proved successful, as Mercury reached its then-highest sales. The divisional structure of Ford was revised; Lincoln-Mercury was split (largely to accommodate the formation of the Continental division) In 1956, Mercury renamed

6527-428: The division, Mercury refocused itself further on building high-content vehicles. 1970 marked the entry of Mercury into the subcompact segment. In place of selling its own version of the Ford Pinto, the division commenced captive imports of the Capri (European Ford Capri ) from Cologne, Germany. Slightly larger than the Pinto, the Capri was marketed as a compact sports car rather than an economy car , becoming

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6634-441: The engine. As a submodel of the standard Monterey hardtop, the Monterey Sun Valley was introduced, featuring a fixed-panel acrylic glass sunroof. While offering an open-air interior, the Sun Valley was difficult to market in warm-weather climates (as the glass panel warmed the interior to uncomfortable temperatures). In 1955, Mercury underwent a redesign of its model line. While again sharing much of its bodyshell with Lincoln,

6741-459: The entire division overlapping Mercury in price (a key reason behind its failure). The Park Lane was introduced as a flagship model line on a 125-inch (3,200 mm) wheelbase (with the Turnpike Cruiser becoming part of the Montclair line). Shared with Lincoln (and the Ford Thunderbird), Mercury introduced a 430 cubic inches (7.0 L) "Marauder" V8; optional on all Mercurys, a 400 hp (410 PS; 300 kW) "Super Marauder" version became

6848-418: The final convertible produced by Ford Motor Company during the 1970s was a 1973 Mercury Cougar. 1974 marked several significant changes throughout the Mercury model range, transitioning towards higher-content model lines. The Cougar underwent a redesign, shifting from the Mustang chassis to the Torino/Montego chassis, becoming the counterpart of the Ford Elite ; in what would later set the design precedent for

6955-450: The financial losses, several Ford executives (led by Ford President Robert McNamara ) proposed restructuring Ford down to its namesake division. McNamara (prior to leaving Ford to become Secretary of Defense) allowed the Lincoln-Mercury division to remain, under several conditions. Lincoln reduced its model line from three to one, with the all-new Lincoln Continental offering a much smaller exterior footprint; to establish model continuity,

7062-404: The first Ford Motor Company car in North America offered with (an optional) V6 engine. While sold through Lincoln-Mercury, Capris sold in North America from 1970 to 1978 had no divisional identification. For 1971, Mercury gradually distanced itself away from performance vehicles. The Marauder and Marquis convertible were discontinued, with the Brougham name making its return. Restyled along with

7169-402: The first mass-produced engine to be rated at 400 hp (410 PS; 300 kW). For 1959, Mercury underwent a revision of its body, expanding to a 126-inch (3,200 mm) wheelbase. Coinciding with the discontinuation of the Edsel Corsair and Citation, Mercury produced its own body and chassis (for the first time since 1940). The division pared several slow-selling model lines, including

7276-500: The first-generation Plymouth Valiant ). Vehicle Identification plaques of 1960 and 1961 models read 'Made in U.S.A. by Comet.' For 1961, Mercury released an all-new full-size range, dropping the Mercury-exclusive chassis in favor of sharing a chassis with the Ford Galaxie (extended to a 120-inch wheelbase). Though visibly sharing front doors with the Galaxie, the Mercury derived multiple elements of its styling from its 1960 predecessor. The Montclair and Park Lane were dropped in favor of

7383-410: The full-size line underwent a complete redesign. Though again derived from the Ford Galaxie, the Monterey/Montclair/Park Lane adopted many styling elements from Lincoln, with Mercury marketing the line as "built in the Lincoln tradition". For 1966, the Comet became the counterpart of the Ford Fairlane (effectively replacing the discontinued Meteor). After a two-year hiatus, the S-55 returned as

7490-447: The heady 1920s, was assigned the LaSalle as a companion marque to fill the gap that existed between it and Buick. What emerged as the LaSalle in 1927 was introduced on the GM C platform with the Cadillac V8 . The 1927 LaSalle was designed by Harley Earl , who had a 30-year career at General Motors, eventually gaining control of all design and styling at General Motors. Prior to the 1927 LaSalle, automobile design essentially followed

7597-526: The heavily marketed Edsel by over a two-to-one margin; it would take nearly 1958 and 1959 combined to match the 1957 sales total. While affecting the American automotive industry as a whole, the economic recession of the late 1950s had the harshest impact upon medium-priced brands. Though Edsel was quietly discontinued early in the 1960 model year (before the end of 1959), the future of Lincoln-Mercury remained at risk, as Lincoln had lost over $ 60 million from 1958 to 1960 ($ 617,952,756 in 2023 dollars ). To end

7704-536: The inaugural model year. In response to the popularity of the model line, Ford revised its branding structure after 1940; De Luxe Ford was discontinued as a sub-marque (returning to its previous use as a Ford trim line), and all Lincolns became derived from the Lincoln-Zephyr (including the Continental) as Lincoln retired the Model K. For 1941, the Mercury underwent its first redesign; in another change,

7811-403: The least expensive Cadillac. Its mission was not to fill a price gap, but to keep the luxury-car division out of the red. But as the economy began to recover, the LaSalle did not, at least not commensurate with the economy. Sales were 7,195 in 1934, 8,651 in 1935 and 13,004 in 1936 while Buick appeared to be more attractive yet frugal. To further emphasize that the 1935 LaSalle was improved from

7918-582: The mainstream luxury brand, and concentrated on Cadillac being more elusive and unique to protect the brand image. The introduction of the "Art and Colour Section" headed up by Harley Earl and a shared design theme in all GM products further complicated the brand distinction between the original brands in that the only differences among Oldsmobile, Buick, LaSalle, and Cadillac were exterior design appearance, wheelbase length, and colors, while charging extra due to marketing and pricing objectives. In his 2013 article, "GM's Road Not Taken", Robert Cumberford reviewed

8025-603: The medium priced Packard One-Twenty had consistently outsold the LaSalle by an average of 72 percent over the six-year period 1935–1940 inclusively. It was decided to fold the LaSalle into the more prestigious Cadillac marque. LaSalle did not have the time to develop a prestigious name before the onset of the Great Depression and did not have the opportunity afterward. The Great Depression , combined with LaSalle's stalling sales numbers, caused Cadillac to rethink its companion make. Both Buick and Oldsmobile had eliminated

8132-483: The model line adopted the Mercury Eight nameplate used in sales literature. To consolidate development and production, the Mercury Eight shared much of its bodyshell with Ford, distinguished by its 4-inch (100 mm) longer wheelbase. To further separate the two model lines, the Eight was given a model-specific grille, exterior and interior trim, and taillamps. For the first time, a wood-bodied station wagon

8239-480: The model line for over two decades, the Cougar was styled as a Mercury version of the Ford Thunderbird. The Montego saw a revision to its model range, as its fastback body style was discontinued. For 1975, the Mercury model range underwent a series of transitions. Following the discontinuation of the long-running Monterey, the Marquis became the sole full-size Mercury nameplate; to expand the model range,

8346-619: The modernization of the Mercury model range, marked by the introduction of the Zephyr compact, replacing the Comet. The counterpart of the Ford Fairmont , the Zephyr marked the introduction of the Fox platform , a rear-wheel drive chassis architecture that underpinned some compact and mid-size Ford and Lincoln-Mercury vehicles from the 1970s into the early 2000s. After ending the importation of

8453-503: The more technologically advanced overhead valve straight-eight engine exclusive to Buick. The LaSalle was the first Cadillac to use hydraulic brakes sourced from Bendix and various components were sourced from within different GM Divisions in order to cut production costs. The Oldsmobile engine was not assembled by Oldsmobile then supplied to the LaSalle factory, instead the parts were sent to the LaSalle factory and assembled by Cadillac-trained LaSalle assembly teams to authentically declare it

8560-406: The oil system drew the test to an early close. The Series 303 continued for 1928, and as LaSalle sales began to progress, engineering advancements, appearance changes and optional equipment choices continued. Shock absorbers were now sourced from Lovejoy hydraulic units and the clutch was now upgraded to twin discs. The list of available coachwork choices from Fisher expanded to eleven selections on

8667-519: The patent application was filed on Nov. 28, 1932. It was assigned to the Ternstedt Manufacturing Company, a GM subsidiary that manufactured components for Fisher Body and they were introduced on the Series 50 in 1934. The Series 50 was also no longer available with a V8, which was a distinction shared with all Cadillacs, and now only available with an Oldsmobile sourced flathead inline-eight, while Buick continued to offer

8774-581: The previous model, the name was, again, changed to Series 35-50, dropping the "model" designation, while the vehicle was largely the same with the usual appearance, options list changes, and mechanical advancements. Meanwhile, the Packard One-Twenty had been introduced in 1935 and was very successful. For 1936 the LaSalle was renamed the Series 36-50 and had additional competition from the Lincoln-Zephyr , introduced in 1936. The 1937 LaSalle

8881-438: The previously exposed radiator, which was shared with Cadillac and Pontiac for that year. Earl's other contribution was the modern, airplane-styled, semi-shielded portholes along the side of the hood. All bodies were now made by Fleetwood . 1933 was the first year all GM vehicles were installed with optional vent windows which were initially called “No Draft Individually Controlled Ventilation” later renamed "Ventiplanes" which

8988-504: The restoration of GM's 1955 Motorama La Salle II Roadster. Cumberford likened the Roadster to a harbinger of GM's future. While the Roadster concept showcased important new technology, including an aluminum block, double overhead cam and fuel-injected V6, the technology went unrealized. GM instead emphasized styling over engineering advancement for the decades that followed and did not bring "an aluminum block, fuel-injected, overhead-cam V-6 into production until 2004". Cumberford described

9095-442: The shorter 128 in (3,251 mm) while only Fisher offered an additional three coachwork choices on the longer 134 in (3,404 mm). For 1927, the most exclusive Fleetwood body was the Transformable Town Cabriolet at US$ 4,700 ($ 82,439 in 2023 dollars ). The LaSalles of this era were equipped with Cadillac's "Ninety Degree V-8", making the car fast, while its smaller size made it sportier and more agile. On June 20, 1927,

9202-420: The standard list of equipment included broadcloth upholstery, rubber floor mats, and electric clock, luggage compartment light and chrome window surroundings. Optional equipment included a heater and windshield defroster, radio with antenna, and fog lamps. For 1953, the color choices expanded considerably to offer fifteen single choices and thirty nine two-tone selections. For 1954, production totals recorded that

9309-479: The third design was most likely to have been a LaSalle, with that platform being assigned exclusively to LaSalle, and that the second design, whose platform was shared with the Series 61, was the next-most-likely. In 1941, sales of the Cadillac Series 61 and 63 were 29,258 and 5,030, respectively. In retrospect, LaSalle sales initially had exceeded Cadillac's since 1933, but since its introduction in 1935,

9416-561: The time the decision was made to drop the LaSalle, at least three wood-and-metal mockups had been made for potential 1941 LaSalle models. One was based on the notchback GM C platform , which ended up being shared by the Cadillac Series 62 , the Buick Roadmaster and Super , the Oldsmobile 90 , and the Pontiac Custom Torpedo . A second was based on the fastback GM B platform , which was eventually shared by

9523-571: The war, dropping the Zephyr nameplate; the Continental (and the V12 engine) ended production after 1948. On November 1, 1945, the first 1946 Mercury vehicles rolled off the assembly line. In line with Lincoln and Ford (and virtually all American-manufactured vehicles), 1946 production was functionally unchanged from 1942. The Eight underwent several minor revisions, including the return of vertically oriented grille trim. As few were installed before

9630-873: The wider-selling Monterey; the Commuter and Colony Park station wagons returned. Slotted below the Monterey, the Mercury Meteor (as with the Comet) was a model line inherited from the closure of Edsel; as the Monterey matched the Ford Galaxie, the Meteor was a counterpart of the Fairlane. 1961 also brought the first 6-cylinder engine to the brand. The 1961 Meteor 600 featured a standard Mileage Maker Inline-6. For 1962, Mercury brought its model range closer in line with Ford. The Meteor (after only one year of sale)

9737-403: The year, the one-millionth Mercury vehicle was produced. In 1951, Mercury regained an automatic transmission option (for the first time since the 1942 Liquamatic), with the " Merc-O-Matic " 3-speed automatic (a rebranding of Ford Cruise-O-Matic). For 1952, Mercury redesigned its model line, with two nameplates replacing the Eight. The Monterey returned as a distinct model line, slotted above

9844-428: Was added retaining the 134" wheelbase used the previous year. The Cadillac Heron or Goddess hood ornament made the options list for US$ 20 ($ 365 in 2023 dollars ) while the latest fashion accessory called a radiator rock screen could be installed for US$ 33 ($ 602 in 2023 dollars ). From the mid-1910s, a V8 engine was regarded as a luxury expectation, while other manufacturers remained with straight-8 engines, but in 1932

9951-482: Was also used for Lincoln vehicles which only originated from the Lincoln Motor Company Plant until 1958 when Wixom Assembly Plant replaced the old Lincoln plant and completed assembly and became the component location for all Lincoln vehicles and the Ford Thunderbird and sent knock-down kits to selected branch locations in the United States. For 1942, Mercury implemented several changes to

10058-434: Was beginning to develop price gaps in which General Motors had no products to sell. In an era when American automotive brands were typically restricted to building a specific car per model year, Sloan surmised that the best way to bridge the gaps was to develop "companion" marques that could be sold through the current sales network. As originally developed by Sloan, General Motors' market-segmentation strategy placed each of

10165-451: Was called the Series 37-50, a naming convention that would continue with the last LaSalle Series 40-50 and 40-52. For 1937, Cadillac made the LaSalle its own again, giving it the designation Series 37-50 and the 322 cu in (5.3 L) monobloc V8 of the Series 60 , new styling, a lower price range, and a heavy promotion emphasizing that the car was completely Cadillac-built. It

10272-416: Was designed with two different rooflines for each body configuration. The standard design was a " breezeway " reverse-slant rear window (similar to the 1958-1960 Continental), offered on all versions (except for the convertible). Introduced as a mid-year option, the "Marauder" fastback roofline was introduced for two-door sedans and hardtops (four-doors were added in 1964). Shared with the Ford Galaxie 500XL,

10379-597: Was developed to bridge the gap between the Ford Mustang and the Ford Thunderbird , while the Marquis offered the division a competitor towards sedan lines such as the Buick Electra , Oldsmobile Ninety Eight , and Chrysler New Yorker . For 1967, the Marquis was available as a formal-roof 2-door hardtop (derived from the Ford LTD , but with its own roofline); the Mercury Park Lane Brougham

10486-581: Was essentially identical to the Cadillac Series 61 . The narrow radiator grille opening was retained and was flanked by additional side grille work which aided in heat dissipation from the engine. Headlights, which had moved down and been secured to the body between the grille and the fender, were again attached to the radiator shell. LaSalle also added a sunroof , marketed as the "Sunshine Turret Top". Sales climbed from 15,501 in 1938 to 23,028 in 1939. The final 1940 LaSalles were introduced in October 1939 with

10593-433: Was manufactured by Cadillac engineers. The LaSalle sales department further invited clients to witness the cars being manufactured and listed the different companies that sourced various items that were used to manufacture the 1934 LaSalle. This LaSalle Series 50 Model 350 listed at US$ 1,550 ($ 35,303 in 2023 dollars ) for a choice of coupes, sedans or convertibles and was now priced US$ 1,000 ($ 22,776 in 2023 dollars ) below

10700-460: Was offered as flagship Mercury four-door sedan/hardtop). In various forms, the Marquis nameplate would be used by Mercury until its 2011 closure. For 1968, the Mercury model range underwent two revisions to its intermediate range. The Mercury Montego (based on the Ford Torino ) was gradually phased in to replace the Comet (dropped after 1969); the performance-oriented Mercury Cyclone became

10807-606: Was offered by the brand. Unlike Ford products where components originated from the Ford River Rouge Complex and shipped in knock-down kits to dozens of cities across the United States, all Mercury vehicles only originated completely assembled from River Rouge until 1952 when Wayne Stamping & Assembly started production and was the only location that created Mercury components which were sent to only three cities that had dedicated assembly branch factories that completed Mercury vehicles until 1960. This approach

10914-416: Was offered. Though still sharing its chassis with the Mustang, the Cougar was configurable as either a pony car, personal luxury coupe, or a muscle car, with an "Eliminator" performance package featuring an available 428 Cobra Jet V8. During the 1970s, the product line of the Mercury division was influenced by several factors that affected all American nameplates. While sporty cars would not disappear from

11021-522: Was reintroduced as an all-new intermediate range (again following the design of the Ford Fairlane ). For non-station wagons, Mercury introduced "S" sub-models to market sportier content. Along with higher-performance powertrains, the option packages included full-length floor consoles, floor shifters, and bucket seats with the S-22 (Comet), S-33 (Meteor), and S-55 (Monterey). For 1963, the Monterey

11128-578: Was slotted above the Montclair, distinguished by its quad headlamps and retractable rear window. In line with Ford, Mercury station wagons became a distinct model line, with the Commuter , Voyager , and Colony Park ; all Mercury station wagons were hardtops. In 1958, to accommodate the introduction of Edsel, Ford revised its divisional structure, with Mercury, Edsel, and Lincoln forming a combined division (M-E-L). The Edsel Citation and Edsel Corsair shared their chassis (and roofline) with Mercury, with

11235-585: Was suspended following the outbreak of World War II, Ford produced only 24,704 1942 Mercury vehicles. Following the rise of Henry Ford II at Ford Motor Company in September 1945, the divisional structure of the company underwent further change. On October 22, 1945, Ford merged Mercury with Lincoln Motor Company, creating the combined Lincoln-Mercury Division . While functioning as a single entity, Lincoln-Mercury would continue to market both namesake model line. The Lincoln-Zephyr reentered production following

11342-508: Was the all-new Buick Series 50 coupe or sedan with a straight-eight engine with a similar appearance and a Fisher Body for US$ 1,540 ($ 28,088 in 2023 dollars ) while a LaSalle Series 340 sedan was listed at US$ 2,565 ($ 46,783 in 2023 dollars ). The 1931 LaSalle's engine was again upgraded and the Series 345-A appeared with the same appearance, engineering and optional equipment changes. Fisher and Fleetwood coachwork choices were again changed based on popularity, and additional optional equipment

11449-581: Was too late. Model year sales of 32,000 LaSalles was a great improvement, but it remained far behind the Packard. A 1934 LaSalle Series 50 Model 350 was chosen as the Pace Car for the Indianapolis 500 , and a 1937 LaSalle Series 37-50 convertible also served as an Indy 500 Pace Car . In its final years, the LaSalle Series 39-50 was once again more Cadillac-like in its appearance and details, and

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