Alternators for Mercury Automobiles

In 1938, Edsel Ford created the Mercury division of the Ford Motor Company to fill the price gap between volume-seller Ford and premium luxury brand Lincoln.  Before Mercury cars were built using pre-existing Ford and Lincoln parts, chassis, and accessories, the original 1939 Mercury was a clean-sheet design that shared nothing with its corporate cousins except for a 239ci version of the Ford Flathead V8.  The car, simply known as the Mercury, became the Mercury Eight in 1941 and was a popular ride of choice for families as well as Hot Rodders.  The Mercury Eight is one of America’s most famous era-specific cars of the late 40s/early 50s and continues to maintain a dedicated and loyal fanbase of classic car enthusiasts, Hot Rodders, and customizers.  The Mercury Eight and the models that followed began using Ford bodyshells to lower production costs.  This became Mercury’s standard operating procedure all the way up to the brand’s discontinuation in 2010.  Mercury cars followed Ford closer than they did Lincoln in terms of styling, designation, and powertrain options.  As Ford entered the muscle car era, so followed Mercury with their own versions of the Ford Galaxie 500 (Mercury Marauder), Ford Fairlane (Mercury Comet), Ford Torino (Mercury Cyclone), and Ford Mustang (Mercury Cougar and later, Mercury Capri).  These muscle cars also became a force on the dragstrip and on the NASCAR touring circuit.  As the popularity of muscle cars gave way in the 1970s for personal luxury cars and eventually, smaller fuel-efficient cars, Mercury followed Ford again in their efforts.  The Mercury Cougar had outgrown its Mustang underpinnings and now was a contemporary to the Ford Thunderbird.  Ford’s new LTD opened the door for the Mercury Marquis and the Montego proceeded the Ford Torino.  In the 1980s and 1990s, the distinguishing features between Ford and Mercury lessened with more badge-engineered copies of Ford cars such as the Crown Victoria/Grand Marquis and Taurus/Sable.  By the new millennium, the Grand Marquis and Sable, which were highly-profitable and consistent sales winners, remained to be a strong point for the company.  Unfortunately, they also attracted customers aged 60 and older and the brand was unable to appeal to younger buyers like they had during the muscle car heyday.  A final attempt was made to revitalize the marque with an all-new Milan midsize sedan, Montego full-size premium sedan, and Marino SUV but the efforts were futile and Ford discontinued production of Mercury vehicles on June 2nd, 2010.



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