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Mercury is Gone – And We Are Poorer For It

admin — Thu, 03 Jun 2010 14:06:51 +0000

The 71-year old Mercury brand marks the 4th recent American auto maker to kick the bucket. Following in the footsteps of Saturn, Hummer and Pontiac – Ford’s press department announced that the iconic brand would be cut down. It’s hard to be surprised – Mercury has not created an original model wince the 1990’s – taking Ford models like Tempo, Taurus, Crown Vic and transforming them into rebranded Topaz, Sable and Grand Marquis alike.

Ford reported that the Mercury name had a 74% decline in sales since 2000. Those are low numbers indeed, but the Merc label did retain some brand loyalty – the same company which gave us the Cougar muscle car and 1940’s Hot Rod Mercury Coupes.

The company began as a Ford offshoot in 1939 by Edsel Ford. “The All New Mercury” started off selling two-door coupes and large family sedans, all made without a huge influence from Ford design. During the muscle car era, Mercury became infamous with its sexy and fun to drive Cougar. That model continues into the late 90’s, before it (the last original Mercury vehicle) was laid to rest.

Mercury tried to re-imagine itself over the past few years – with sexy lady Jill Wagner (pictured above, shooting a Mercury Tracer at 500 rounds per second) selling you the Milan and Mariner. But alas – no one was buying. Why get a Mercury Milan when you can buy a Ford Taurus? Then the gas crisis came. Then the economic crisis came. Then…cash for clunkers. It was a no win scenario.

But why are we poorer for losing a non-original make like Mercury? Because it was American, it was iconic and patriotic. We have already lost Pontiac, a company that had potential, but none were brave enough to invest.

Like them, Mercury has plenty of ideas, they could have taken chances – when your back is against the wall all you have left are chances. But it is easier for the auto companies to close assembly lines, lay off employees and cut production – try to salvage any bit of green so their Christmas bonuses are fat. And in the end, we lose a bit of what it means to be a motorhead in America. That makes us poorer.

Originally posted on our sister site, Automopedia.org

This Is The End, Beautiful Mercury

admin — Tue, 01 Jun 2010 14:30:33 +0000

Like the poet Jim Morrison once sang – “This is the end, my only friend, the end…” – it looks as though Mercury will soon be no more. Rumors have been circulating the world wide web since late last week – Ford is planning (yet again) on shutting down their Mercury brand – possibly to help reshape an image or just save some money. In this auto economy anything is possible.

After a long standing relationship for 71 years with loyal customers, and the introduction of such icons as the Cougar, Mercury will join a the list of canceled brands including Saturn, Pontiac and Hummer. Declining sales and inability to differentiate itself from Ford are the key factors that help put one final nail in Merc’s coffin.

According to The Wall Street Journal: “Ford spokesman Mark Truby said the company’s plans for Mercury haven’t changed, meaning a previously outlined strategy for turning Mercury into “a smaller niche brand” remain intact. But niche brands typically survive only if they offer something special.”

It’s with a sad heart we report this news – and hope the rumor continues to me just that. I can remember fondly my time with the Mercury name plate – driving my 1993 Topaz all over the Eastern Seaboard of the United States. I must have put 100,000 miles on the Merc before giving it up to another buyer, as I watched it pull away with someone else’s license plates attached I couldn’t help but wonder if I made a mistake. One day we may see a rebirth of Mercury (maybe we are putting it to an early grave) – but for now we sing a song to honor her on the way to automotive heaven:

The 1980 Cougar XR-7 is Out!

admin — Mon, 05 Apr 2010 14:01:28 +0000

When the 1980 Mercury Cougar comes out to play, ladies can’t resist. Yes, this feathery haired vixen will not stay away from the 18 city/26 highway MPG Mercury Cougar XR-7. Hey – 26 highway in a 1980 model? That’s pretty good! Especially with 134 horsepower in the 302 V8. Maybe that’s more for a rating of the standard 255 V6 with 119 horsepower. Check out this old school commercial.

Make a New Mercury Cougar Out of Ford’s Mustang Concept

admin — Fri, 24 Jul 2009 13:24:37 +0000

Here’s an idea, to go along with our rebranding post. Why not bring back one of the most beloved Mercury vehicles of all time, the Cougar, based off a variant of the Ford Mustang Concept. With the success of so many Mustang vehicles (Base model, GT, GT500, etc.) it would be a since to grab attention with a new Mercury Cougar concept. The car, whether it was mass produced or just a 1000-run collectors item, wold bring nothing but positive attention to Mercury – which they could REALLY use right now. What do you think?

Mercury Cougar + Neko Case = Hipster Hotness

admin — Fri, 22 May 2009 14:42:02 +0000

Neko Case may be, at 39, one of the most gorgeous singers in the whole alt-hipster tight jeans and wavy hair scene. What’s the only thing better then a sexy female singer brandishing a sword? One riding the hood of a classic Mercury Cougar! Jalopnik pointed out how awe-inspiring the cover for Neko Case’s latest release, Middle Cyclone, really is. We must agree, the music isn’t too shabby either!

An All New 1968 Mercury Cougar – via 3D

admin — Fri, 27 Mar 2009 15:41:31 +0000

Swedish auto designers Vizualtech have recreated a classic 1968 Mercury Cougar with the power of computerized 3D imaging. It’s a great look back on one of the sexiest muscle cars to ever come from Detroit in 1968. Sadly, Vizualtech does not manufacture any of the cars they design, who wants to chip in towards buying them a factory & assembly line? A yet to be named customer ordered these Mercury Cougar renderings with plans to build a very powerful replica of the 1968 race car disguised as an everyday coupe. Originally, the Cougar could be purchased in a basic and GT variant, which came with a 6.4-liter FE V8 and 390 cu-in engine producing 265 horse power. A big front bumper is integrated into that long front-end, and new lower side body work make this car seem even faster than it really was. Also, new grille and front headlight covers give this beast an extra bit of fright. Try to tell us you wouldn’t be scared seeing this monster come up behind you on an empty highway. Check out the 3D renderings below, and thanks to Worldcarfans for spotting this Cougar!