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The very last Mercurys might be rolling off the assembly lines as this blog is posted, but the brand will likely have a long future yet, at least in classic car circles.
If marques like Edsel, Plymouth and Studebaker are anything to go by, then Mercurys will likely resonate with collectors and car enthusiasts long after the name becomes a distant memory amongst regular consumers. Mercury also has a number of cars produced in it’s 72 year existence that will likely attract more collector attention than most.
The 1940s ‘woodie’ wagons and convertibles are highly prized among collectors, while the 1949-51 ‘Bathtub’ Mercurys have long been a favorite with custom car fans. Cars like the Cyclone, Cougar (shown) and Marauder also rank among the best of the muscle car era.
And prices seem to reflect a growing demand for Mercurys on the auction circuit. Not too long ago, a 1969 Cougar (a luxury XR7, not a performance oriented Eliminator), went under the gavel for almost $100,000 at one of Mecum’s Auctions, while RM sold a 1946 Mercury Sportsman Woodie for a staggering $368,000.
But there are those that believe it will be tough for Mercury to perhaps resonate with tomorrow’s collectors who might have little idea of the brand’s storied history. However, Garry Bennett, V-P of Consignment for Barrett-Jackson, believes that the brand will follow in the manner of some other ‘orphan’ makes, with certain cars especially, attracting a following. Not too long ago he said, “the fact that they’re going to discontinue [Mercury], it’s going to create new awareness.”