Mercury horizontal logo.
The first logo 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. During the late 60's and up to the mid 80's the Mercury used the "sign of the cat" ad campaign based on it's popular Cougar perforamance/luxury car. Many of the cars duirng this time carried cat realted names like Lynx and Bobcat. During the late 80's the logo changed from the Cougar to a three lines within a circle that looked like three hockey sticks lined up next to each other. The reason and anme behind this new logo has never been fully explained but it is still being used today. In 2000 The Mercury logo had "Mercury" written on the top part of the logo.
Mercury is an automobile brand name of the Ford Motor Company founded in 1939 to market semi-luxury cars slotted between entry-level Ford and luxury Lincoln models. To this day most Mercury models are based on Ford brand platforms. The Mercury name came from the Roman God Mercury and during it's early years, the Mercury brand was known for it's fast cars.
Mercury was its own division at Ford until 1945 when it was combined with Lincoln into the Licoln-Mercury Dision and hope that it would be known as the junior Lincoln, rather than a upmarket Ford. In 1958 the L-M Division and the ill-fated Edsel were joined into the Mercury-Edsel-Lincoln Division; with the demise of Edsel in 1960, it has been in the Lincoln-Mercury Division ever since.
Mercury, like the defunct Edsel, was created from scratch, rather than being a takeover of an existing company like Lincoln. Mercury's heyday was in the 1950's, when its formula of stretching and lowering existing Ford platforms was very successful. The brand has changed several times throughout it's history. During the 40's and 50's the make see-sawed between "gussied uo Ford, to "junior Lincoln" and to even having it's own bodies. During the 60's and early 70's Mercury began to distance itself from Ford and offered several different looking models such as the Cougar and Marquis. But in the late 70's to early 80s the brand was joined at the hip with Ford again and it's image suffered.
The Mercury brand was used in the U.S., Canada and Mexico. In 1999, Mercury models were renamed as Fords in Mexico and Canada. As of 2004, Mercury's range is quite small and very similar to those sold under the Ford brand. Many industry observers have questioned whether Mercury will survive in the long term, but Ford insist that there is no intention of letting the brand die. Recent new model introductions would seem to bear that out. Its alliance with Lincoln has helped keep the brand alive; all Lincoln dealers also sell Mercury vehicles, and they desire some lower-priced vehicles in their showrooms.
2010 marks the end of Mercury.
Ford will end production of Mercury vehicles in the fourth quarter of 2010 to fully devote its financial, product development, production and marketing, sales and service resources.
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