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Mercury |
| Carloanshub » Cars » Car Manufacturers » Mercury |
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Mercury is one of the leading brands of car owned by the renowned Ford Motor Company. It was launched in 1939 for selling typical luxury cars in order to fill the gap between the usual standard models of Ford and the luxury cars of Lincoln. These models are parallel to the models of Buick that are manufactured by General Motors and Chrysler brand of Chrysler. The platforms of Ford form the basis of each of the Mercury models.
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Mercury derived its name from Roman Mythology. Its name actually means “messenger of the gods”. It was famous for its performance when introduced to the market for the first time. Its fame was temporarily restored with Mercury Marauder in the year 2003.
The Mercury brand is popular in the United States, Mexico, Middle East, Virgin Islands and Puerto Rico. This brand was dissolved in Canada in 1999 whereas Grand Marquis under the name of Mercury is sold in Canada even today.
Mercury was a part of Ford till the year 1945 when it merged with Lincoln as the Lincoln-Mercury Division with the hope of transforming into “junior Lincoln”. Lincoln and Ford also drastically altered its styling. Mercury presented a more modernized look in 1952. The unfortunate Edsel brand and the Lincoln-Mercury Division merged at the Mercury-Edsel-Lincoln Division in 1958 as Edsel dissolved in 1960.
Currently the range of Mercury is limited and is almost the same as those marketed under the name of Ford. Several observers of the industry have doubted the survival of Mercury. But Ford has no intention of dissolving this brand at present. The launching of the latest car models like Mariner and Milan as well as the renewal of Sable support this. The alliance of Lincoln and Mercury has aided the continued existence of this brand. Each of the Lincoln dealers sell the Mercury-branded cars in order to display affordably priced models in the showrooms.
Mercury has also started incorporating the elements of design in its cars for creating a further integrated brand. These elements comprise the modernization of the front grill – “waterfront” and lettering of the badge on the basis of Cougar. The letter “M”, which is extremely conventionalized, is the present logo of Mercury. Jill Wagner, model and actress is also involved in a mass scale advertising campaign for Mercury.
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