FORD MERCURY

Ford Mercury was a brand of automobiles marketed by the Ford Motor Company from the 1939 through the 2011 model years. Named after the Roman god Mercury, the brand was created to bridge the price gap between the Ford and Lincoln vehicle lines. Over the years, Mercury produced a wide range of models, including sedans, coupes, convertibles, and SUVs. Despite its popularity, the brand was eventually discontinued due to declining sales and a shift in consumer preferences towards SUVs and crossovers.

Mercury (automobile)

Mercury was a brand of mid-priced automobiles produced by American manufacturer Ford Motor Company between 1938 and 2011 with 1939 being the first model year. It stood as its own line within Ford until 1945, and thereafter formed half of Ford's Lincoln-Mercury Division. Created by Edsel Ford in 1938 to bridge the gap between the Ford and Lincoln model lines, its principal competition was General Motors' Buick and Oldsmobile divisions, and Chrysler Corporation's DeSoto and Chrysler brands.

In addition to serving as 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) 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 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 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 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 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 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

1939–1940s

For 1939, the Mercury was launched at a starting price of US$916 ($20,064 in 2023 dollars[9]); over 65,800 vehicles were sold in 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, 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 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 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 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 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 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 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 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 a following as a street rod, making an appearance in several films.

1950s

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 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 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 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 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, 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 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) 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 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 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 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 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.

1960s

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[9]).[21] To end 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, the brand shifted to a nine-year model cycle (the longest for an American brand).[23] 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 Mercury Comet, its first compact car. Originally developed for Edsel, 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. The first Mercury sold without a V8 engine, the standard engine for the Comet was a 90hp 144 cubic-inch inline-6 (a V8 became an option in 1963). Coinciding with its Edsel origins, the Comet was sold without divisional badging until 1962 (similar to the first-generation Plymouth Valiant).

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 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.

For 1962, Mercury brought its model range closer in line with Ford. The Meteor (after only one year of sale) 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 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, 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, 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 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 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 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 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 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 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.

1970s

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 the division, Mercury refocused itself further on building high-content vehicles.[clarify]

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 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 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 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, 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, 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 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, 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 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 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 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 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 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 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, the Mercury brand reached its all-time sales peak, with nearly 670,000 vehicles sold

1980s

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 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 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 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 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.

In 1982, Mercury introduced its first two-seat vehicle; the Mercury LN7 was marketed as a counterpart of the Ford EXP. To distinguish the LN7, the rear hatchback was fitted with a compound-curve rear window. For the first time since 1977, the Cougar was offered as a station wagon (replacing the otherwise identical Zephyr wagon, as Mercury shifted the model line upward in price). While struggling against the Mustang GT in sales, the Capri RS also was given the 5.0L V8.

1983 saw a major model revision within Ford and Mercury, involving full-size and mid-size model lines. Within the context of Mercury, most revisions were centered around the Cougar model range. Reverting to its traditional role of a two-door coupe, the Cougar XR7 underwent a complete exterior redesign; adopting a far more aerodynamic body than its predecessor, the Cougar was styled with a notchback roofline (the Thunderbird, a fastback). Under a mid-cycle model revision (to improve its aerodynamics), the Cougar sedan and wagon took on the Marquis nameplate (Ford renaming the Granada the LTD). As the most popular full-size Mercury since 1979,[26] the Grand Marquis became a distinct model line (alongside the Ford LTD Crown Victoria). The Zephyr was discontinued after 1983 and replaced by the front-wheel drive 1984 Topaz. Selling far under sales projections (less than 5,000 were sold for 1983), the two-seat LN7 was withdrawn in favor of its Ford counterpart. Buoyed by Cougar sales, Mercury was the fifth-highest selling brand in the United States (the highest it would ever finish).[27]

For 1984, the introduction of the front-wheel drive Mercury Topaz further ended model overlap within Mercury. The counterpart of the Ford Tempo, the Topaz replaced the Zephyr while offering a sedan counterpart of the Lynx (in a similar context to the Volkswagen Jetta and Golf). Along with advancing the use of aerodynamic exterior design, the 1984 Topaz became the first Lincoln-Mercury vehicle to offer a driver-side airbag (as an option). The Topaz also marked the first appearance of the Mercury "stacked angle" brand emblem, used through the 2011 model year. The introduction proved successful, with the entire division selling nearly 500,000 vehicles.[27]

1985 saw few revisions to the Mercury model line, largely in preparation for 1986. For the first time since 1980, the Cougar received a complete redesign of its interior, including an (optional) electronic instrument panel. As a 1985½ model, the Lynx underwent a mid-cycle update, adopting flush headlamps and a black-painted grille (in line with the Topaz). Intending to repeat the success of the 1970s Capri, Lincoln-Mercury began sales of the Merkur (see below), a captive import from West Germany aimed at European entry-level luxury cars.

In 1986, Mercury made a substantial change to its mid-size line as the Mercury Sable was introduced to replace the Marquis. Along with a transition to front-wheel drive, the conservative design of the Marquis was to be replaced by one of the most aerodynamic sedans in the world (at the time). While sharing most of its body with the Taurus (including its doors, roof, hood, and front fenders), the two sedans were externally distinguished by differently-styled C-pillars, taillamps, and the introduction of a low-wattage "lightbar" grille, which would become adopted by several Mercury car lines in the late 1980s. To match the Sable, the Topaz underwent a minor exterior update, receiving composite headlamps and a lightbar grille. Lincoln-Mercury continued sales of the Marquis alongside its successor through the end of the model year (retiring the Brougham trim).

1987 saw Mercury revise its model lines in a move upmarket. The Cougar underwent an extensive mid-cycle revision (sharing only the doors with the 1986 body). To distinguish itself from the Ford Thunderbird Turbo Coupe, the Cougar XR7 adopted a 5.0L V8 engine. More popular than the Cougar in 1980, the Capri was discontinued for 1987 (after being outsold nearly 10 to one by the Mustang[27]). For the last time, Mercury offered the Lynx and the Grand Marquis two-door sedan.

For 1988, Mercury underwent multiple product revisions and updates. For the first time since 1979, the Grand Marquis underwent an externally substantial update (to slightly improve its aerodynamics); the rarely-produced two-door sedan was withdrawn. The Topaz sedan was redesigned, adopting a more "notchback" rear roofline than the Tempo; a grille (initially) replaced the lightbar. Taking the role of the Lynx, the Mercury Tracer was the first Mercury car since 1960 with no US-market Ford equivalent. The first Mercury assembled outside of North America, the Tracer was derived from the Mazda-designed Ford Laser (derived from the Mazda 323); American production was sourced from Japan and Mexico while Canadian production was imported from Taiwan.[28]

1989 saw the 50th anniversary of the Mercury division, producing various commemorative editions of the Cougar, Sable, and Grand Marquis. For the third time since 1980, the Cougar underwent a ground-up redesign, adopting a completely new chassis alongside the Thunderbird (keeping its notchback roofline). Growing significantly in wheelbase (to improve interior room and handling), the Cougar was benchmarked in design against European premium luxury coupes. For the first time, the Sable saw an exterior update (a revision to the lightbar to aid grille ventilation). Far under sales projections, Lincoln-Mercury ended sales of the Merkur brand (see below).

During the 1980s, Mercury had largely succeeded in modernizing its model line and gradually separating its brand identity between Ford and Lincoln. While Mercury was among the last brands to downsize and would have disastrous results downsizing its mid-size model lines (with the 1980-1982 Cougar), Mercury was among the first brands to integrate aerodynamic body design into its model lines and downsized its compact model lines (replacing the Zephyr with the Topaz). In contrast to other American automobile manufacturers, as the 1980s progressed, elements of Mercury design shifted further from divisional (Ford) counterparts. Originally intended for replacement, the Grand Marquis (the most profitable model line[29]) saw little change in contrast to its smaller counterparts.

1979–1982 Mercury Capri
1982 Mercury Lynx
1982 Mercury Cougar GS
1983–1987 Mercury Grand Marquis
1985 Mercury Marquis
1987 Mercury Topaz
1989 Mercury Sable

Merkur

Main article: Merkur

For the 1985 model year, Ford chose to revisit the success of the 1970s Mercury Capri, with participating Lincoln-Mercury dealers launching the Merkur brand. Drawing its name from the German word for Mercury, Merkur sold German-produced captive imports designed by Ford of Europe, competing against European executive cars sold in North America from Audi, BMW, Mercedes-Benz, Saab, and Volvo (along with the launch of Acura).

At its launch, Merkur introduced the Merkur XR4Ti sports coupe, a federalized version of the Ford Sierra XR4i (renamed in deference to General Motors that had sold the GMC Sierra pickup truck in North America that was not sold in Europe). For the 1988 model year, the Merkur Scorpio was introduced, bringing the Ford Scorpio flagship sedan of Ford of Europe to North America.

Following the 1989 model year, Merkur was discontinued as a result of several factors. The combined model line fell below sales projections, partially due to an unstable exchange rate between the US dollar and the West German mark; at US$25,000 (approximately $61,450 in current dollars), the Scorpio rivaled the Town Car in price, yet bore a close resemblance to the Taurus and Sable.[30] Merkur remains one of the shortest-lived brands in the modern American automotive industry.

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