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1940 Mercury Eight Series 09A news, pictures, and information | ||
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 | Convertible Sedan Chassis Num: 210570 | |
| Sold for $52,800 at 2007 Worldwide Auctioneers. | ||
The Mercury nameplate was the result of Edsel Ford who envisioned the it as a brand that would fall below the luxury brand of Lincoln but above the entry-level Fords. As much needed convincing to father, Henry, and other family members, the project was given the green light. By the close of the 1930s, cars were being assembled and producing with Mercury badges.
From the start, the Mercury brand was successful. It competed against General Motors products of Pontiac and Oldsmobile and it took a few years to assemble similar sales figures as these household names.
During the early 1940s, Mercury averaged around 80,000 units per year which put it in twelfth or thirteenth in the industry.
The name 'Mercury' is from the winged messenger god in Greek mythology. In keeping true to its name, the Mercury had performance and style. They sat on a wheelbase four-inches longer than the Ford, measuring 116 inches. Styling featured curved fenders, rounded body lines, and a crisp and pointy front end.
When production began, the Mercury was available in either two- or four-door 'beetleback' sedans, a notchback sedan coupe, and a convertible coupe. Prices ranged from around $915 to just over $1,000. In 1940, a convertible sedan was added to the line-up. Around 1,150 of this bodystyle were created as it was a one-year option and carried a hefty price tag.
This Convertible Sedan is finished in the rare and original color of Albacore Blue. The interior of this car is burgundy with a matching tan top. It has many factory options such as AM radio and factory heater that includes a defroster. Unusual for the era was the locking steering wheel, which helped in theft prevention. This technology would not become widely used throughout the market until the late 1960's.
On auction day this car was sold for $52,800, falling with the low end of the estimated value. It is a brilliant and rare automobile that is one of hte few remaining survivors of this bodystyle in modern times.
By Daniel Vaughan | Nov 2007
 |  | Coupe |
By Daniel Vaughan | Jul 2009
 | Convertible Sedan |
The Mercury was priced several hundred dollars more than the Ford V-8. It was targeted at Dodge and Oldsmobile and the lower end of the Chrysler and Buick market. It was styled by E.T. 'Bob' Gregorie and the influence of Gregorie's popular Lincoln-Zephyr design is quite evident.
Wheelbase was increased from 116 inches to 118 for 1940, when this convertible sedan was built. It offered its own version of the Ford V8 - 95 horsepower with hydraulic brakes.
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| Similar Automakers | |
| Cadillac | Chevrolet |
| Chrysler | Dodge |
| Ford | GMC |
| Hummer | Jeep |
| Lincoln | Pontiac |
| Saturn | |
| Mercury: 1930-1940 |
| Similar Automakers |
| Other models by Mercury |
| Capri Colony Park Comet Cougar | Cyclone Grand Marquis Marauder Mariner | Marquis Messenger Meteor Milan | Montclair Montego Monterey Mountaineer | Park Lane Sable Sun Valley Voyager | Zephyr |
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