(EXPANDED FROM 8/20/2021)
One of my lingering questions from a Collectible Automobile story on the Mercury Park Lane was why it didn’t sell better in 1968 (Biel, 2021). This was arguably the first year that the brand put in place most elements of the brougham look. Yet Mercury’s market share in the full-sized, premium-priced class fell to only 7.9 percent — its lowest point in four years.
It’s not like the 1968 models had glaring deficiencies. What little was changed styling-wise was mostly an improvement over the previous year, such as a more formal, coffin-nosed grille.
The biggest stylistic off note was the two-door hardtop. A lovely S-shaped semi-fastback was replaced with a straight-edged design on the Monterey, Montclair and Park Lane series (the top-end Marquis carried over its roofline from 1967). This roofline was shared with Ford, but worked much better on its sporty XL series.
At least to my eyes, the new roofline looked ill-proportioned on the Mercury — and worked against the brougham look the brand was pivoting to. Even so, the lower-priced two-door models saw output increase 5 percent while the Marquis fell 39 percent.
On the other hand, the Park Lane’s four-door hardtop saw production grow by 8 percent. Might that have been the result of a better-looking roofline and a more luxurious interior in the Brougham package?
Marketing was also improved, both in terms of its graphics as well as the ditching of the sexist slogan, “The Man’s Car,” in favor of “Better Idea cars from the makers of Lincoln Continental.” The latter slogan represented a return to an approach used in 1965-66, where the Mercury’s design was touted as “in the tradition of the Lincoln Continental.”
What’s perplexing is that the big Mercury’s more broughamtastic treatment was similar to the Ford LTD’s, whose output increased by 26 percent in 1968. And in 1969 the big Mercury’s production shot up 41 percent even though its basic persona didn’t change all that much. So what went wrong in 1968?
Perhaps part of the problem was that the 1968 LTD had hidden headlights but even the top-end Mercury did not.
Cougar and Montego may have eaten into big-car sales
I suspect that a major part of the problem was increased competition from the brand’s other models. When Mercury added the Cougar in 1967 it barely increased total brand output. As you can see in the graph below, the new pony car mainly cut into the production of both the mid-sized and big cars.
Even though Cougar output fell by 25 percent in 1968, it still tallied almost 114,000 units — almost a third of Mercury’s total output. That may have left room for big-car output to bounce back by 5 percent, but it was still 40,000-to-50,000 units below the pre-Cougar years of 1965-66.
In addition, the Mercury’s mid-sized cars saw production soar by 49 percent in 1968 after being given dramatically different styling and a new nameplate — the Montego. Although sales of sporty Cyclone models were up, they were dwarfed by those with a more luxurious vibe.
Mercury’s big-car sales were mediocre in 1965-68
All that said, Mercury was one of the lowest-selling brands in the premium-priced, full-sized class even before the Cougar showed up. From 1965-67 Mercury did not sell much better than last-place Dodge. Then, in 1968, Dodge edged out Mercury.
Dodge’s performance illustrates the competitiveness of premium-priced, big-car field in 1968. Total output was up a healthy 10 percent, but all of Mercury’s competitors received facelifts that arguably improved upon the styling of their 1967 models.
Mercury also didn’t do very well in 1965-68 because its high-end models saw declining popularity. This was occurring at the same time that the Buick Electra’s output went up 44 percent. Meanwhile, for 1968 the Oldsmobile Ninety-Eight and Chrysler New Yorker rebounded almost enough to match the peaks they achieved in 1965. As we will discuss below, Mercury didn’t find its mojo until 1969.
John Biel’s (2021) article notes that Park Lane output was almost even for 1967 and 1968 — around 20,500 units. However, he doesn’t include production for the top-of-line Marquis two-door hardtop, which tallied roughly 6,500 units in 1967 but under 4,000 the following model year.
Also see ‘1966 Mercury Colony Park wagon was an unsung bright spot for the brand’
So while output was up in 1968 for the Monterey and full-sized wagons, it was down for the mid-range Montclair and top-end models. The latter included the Park Lane, the Marquis and a Brougham trim package for four-door models.
The graph below shows how 1968 was the last year when low- and mid-priced models represented a majority of big Mercury output. The Monterey and the Montclair garnered 58 percent of production.
The tables were turned in 1969, when the Monterey and Monterey Custom tallied only 29 percent of big-car output.
The reason why is that Mercury’s new line of high-priced cars more than tripled in output even though list prices went up by roughly $300 to $600. The Park Lane was discontinued in favor of the Marquis in regular and Brougham trim levels.
Mercury essentially shifted its top-end models up a notch. Marquis list prices were around $90 higher than the Pontiac Bonneville while Brougham prices were roughly $150 lower than a base Electra.
Evolutionary changes for 1969 had an outsized impact
The 1969 models may have carried over many elements from the previous year, but some important adjustments were made.
For example, Mercury was among the first premium-priced brands to reduce its number of high-volume nameplates to two — the Monterey and Marquis (in addition to the niche market Marauder coupe). This was a major switch from 1968, when the brand fielded a confusing assemblage of five nameplates for its big cars.
By the same token, advertising was more narrowly focused on selling the luxurious qualities of the big Mercury. Except for the Marauder, there were no more images of sporty fastbacks.
Of course, for 1969 the big Mercury received a brand-new body. However, its basic look was fairly evolutionary. One of the biggest changes was to give high-end models a different front end than their lower-priced stablemates. The basic coffin-nosed fascia was maintained across the board, but the Marquis (and Marauder) received then-trendy hidden headlights and a “donut” bumper.
In addition, for 1969 all two-door hardtops except for the Marauder were switched to notchbacks. Interestingly, output for the Monterey and Custom two-door hardtop declined more than for the four-door sedan or hardtop.
However, the flip side was true with higher-priced models. Production for the base Marquis two-door hardtop more than tripled in comparison to the 1968 Park Lane. Meanwhile, Marquis Brougham output was twice as high as the previous year’s top-of-line Marquis.
One unfortunate change in strategy was to stop offering functional innovations that set the Mercury apart from its lower-priced Ford sibling. The 1968 model year was the end of the line for the “breezeway” four-door sedan. The rear window rolled down a few inches to aid in interior ventilation.
Although this feature was less useful with the growing usage of air conditioning, Mercury didn’t follow up with new innovations. Henceforth, the Mercury would be distinguished entirely by being bigger, glitzier and more powerful.
For 1968 the big Mercury no longer offered a sporty S-55 model, which wasn’t a huge loss given output of under 800 units the previous year. A one-year addition to the lineup was a woodgrain trim option for Park Lane two-door hardtop and convertible models. They didn’t sell well either.
1968 Mercury, we hardly knew ye
The full-sized 1968 Mercury may have been overshadowed by the popularity of its successors, but this model year played an important transitional role.
It’s true that Mercury’s shift to brougham was gradual, beginning in 1965 with squared-off styling and a vaguely Continental-like fascia. Then, in 1967, the Marquis and Brougham were introduced. However, 1968 was arguably the pivot point. This is because a more formal fascia and upgraded interiors set the tone for Mercury’s basic look for the next decade.
Mercury had not yet fully perfected the brougham persona, such as by streamlining its model nomenclature and sharpening the focus of its advertising. However, the main problem with the 1968 models may have been one of timing. Sales of premium-priced, full-sized cars were booming, but competition was stiff because key competitors received unusually effective facelifts. Meanwhile, the hot-selling Cougar and brand-new Montego served to eclipse the full-sized Mercury.
The 1968 Mercury may thus be best remembered for helping to set the stage for the highly successful 1969-73 Marquis.
NOTES:
This story was originally posted Aug. 20, 2021 and expanded on Dec. 8, 2023. Production figures, specifications and prices were drawn from the auto editors of Consumer Guide (2006), Gunnell (2002) and Wikipedia (2020).
Share your reactions to this post with a comment below or a note to the editor.
RE:SOURCES
- Auto editors of Consumer Guide; 2006. Encyclopedia of American Cars. Publications International, Lincolnwood, Ill.
- Biel, John; 2021. “‘Magnificence Unlimited by Mercury’: The 1958-68 Park Lane.” Collectible Automobile. June issue: pp. 56-73.
- Gunnell, John; 2002. Standard Catalog of American Cars, 1946-1975. Revised Fourth Ed. Krause Publications, Iola, WI.
- Wikipedia; 2020. “U.S. Automobile Production Figures.” Page past modified Oct. 4.
BROCHURES & ADVERTISING:
- autohistorypreservationsociety.org: Mercury (1968, 1969)
- oldcarbrochures.org: Dodge Polara (1968); Ford LTD (1968); Lincoln Continental Mark III (1971); Mercury (1965, 1968); Mercury Montego (1968)
Ford spent 250 million on the 1969 Mercury. The same as they spent on the Edsel in the ’50s [but probably less courtesy of inflation ].
The 1969 Mercury was not just a collection “important adjustments” but a continued effort to establish the connection between Lincoln and Mercury rather than Mercury as an uplevel Ford. The brochure referred to the ’69 as an example of “Lincoln Mercury leading the way” and “From the makers of the Continental”. And “Marquis… Marauder… Mercury Monterey”.
The attempt to bring Mercury back upmarket started in 1965 after Ford doing a Dodge number on Mercury from 61-64. Even the badge said “Lincoln-Mercury Division”.
And then Ford spent the next two decades watering the whole concept down to coffin nosed/waterfall grille insert plus red reflector between the tail lights = Mercury. If the effort was even that.
Always a fan of Mercury. My parents bought a new 1966 Palisades turquoise Montclair four door advertised as being in the “Lincoln Continental Tradition”. It sparked a passionate interest in cars that survives to this day. I fell hard for that car. It influenced my expectations of a car in so many ways.
Thanks for the article.
Welcome to Indie Auto, Dweezil. My interest in the late-60s Mercury was fueled by relatives who owned a succession of them. I always thought they were cool cars.
You make some good points, so I’ve clarified the story’s language in a few places. I see from taking another look at Old Car Advertisements that Mercury was being touted as “in the Lincoln Continental tradition” beginning in 1965. Meanwhile, prices for high-end models gradually increased above Dodge’s in the second-half of the 1960s.
One factor in 1968 was that G.M. cleaned up the styling of the somewhat weird 1967 Pontiacs, Oldsmobiles, and to a lesser extent, the Buicks. 1968 Oldsmobiles and Pontiacs were the most reworked after the 1967 front ends. On the other hand, the 1968 Mercurys were lightly reworked 1967s. It is a shame, because the 1967 and 1968 Mercury full-size cars are among my favorites ! “Book ’em, Danno ! Murder One !”
Good point, James. The big Oldsmobile strikes me as being particularly improved for 1968. What I find counter-intuitive is that Buick was the only GM premium brand whose big cars saw a market share increase in 1968. I suspect that this was partly because Buick placed more of an emphasis on big cars than Olds and Pontiac, but also because its more luxury-oriented persona seemed to fit the times better, e.g., Electra sales really took off in the second half of the 1960s (go here for further discussion).
By the late 1960s, big cars were the cars your parents – or grandparents – bought. The hot tickets for buyers seeking sporty looks and performance were in the intermediate and pony car classes (or the imports).
Any performance aspirations held by the full-size Buicks had died by around 1956, and even then it had only been associated with the Century. But this worked to Buick’s advantage by the late 1960s. Buick was associated with big, comfortable cars that offered effortless performance (as opposed to blazing 0-60 times). That hurt Buick in the muscle car market – the high-performance versions of the Skylark never gained any traction – but helped it among people who wanted a full-size car. Buick’s reputation for good quality during this era also spurred sales.
In the early 1960s, the large Pontiacs were style leaders, and offered plenty of performance options. By 1968, a full-size Pontiac wasn’t any more stylish or fast than its GM corporate cousins. Even the 1968 Grand Prix wasn’t all that special – no less than Jim Wangers called it a “big, fat turkey.” By 1968, the full-size Pontiacs had become just another full-size car, no matter what the ads said.
Full-size Oldsmobiles hadn’t been sold on the basis of performance for many years by 1968. But with its more upmarket orientation – particularly with the Ninety-Eight – Oldsmobile was better positioned to exploit changes in the market for full-size cars than Pontiac was. This would become apparent after 1968.
Both Pontiac and Oldsmobile were more focused on the intermediate market. Pontiac had the GTO, which was still a hot seller (and style leader for 1968, with its “Endura nose”). The GTO spread its luster over the rest of the Tempest/LeMans line. Oldsmobile had the 442 and Hurst Olds to appeal to the performance market, and the Cutlass Supreme was gaining strength among people who wanted a better-trimmed car in a more manageable – and stylish – package.
As for the full-size Mercury – the 1968 models were handsome, but weren’t a definite step up from a Ford. (My main memory of this Mercury is of the Matchbox 1968 Commuter station wagon, complete with the two dogs looking out the open tailgate window!)
If anything, the 1968 Ford LTD, with its hidden headlights and premium grille, looked more upmarket than the Park Lane! The 1969 Marquis fixed this. Between the Cougar and the Marquis, everything “gelled” for Mercury in 1969. The Marquis was a distinctive, lower-priced versions of the Lincolns. The Cougar, meanwhile, meant that not just old people would be haunting the doors of Lincoln-Mercury dealerships. Unfortunately, from 1974 onward, Ford would lose the plot for Mercury after having found it in 1969-73.
That’s a good overview of how the market shifted in the late-60s. It made some sense for Buick to focus more on big and luxurious cars vis a vis Pontiac. Oldsmobile was interesting in that it pivoted partly in Pontiac’s direction in the second half of the 1960s but still emphasized a bit more of a luxury vibe with its mid-sized cars — which would prove to be the more successful strategy in the 1970s. The “youth market” was fickle.
I’d like to do a follow-up story on Mercury in the early-70s, when the brand was arguably at the peak of its effectiveness. The pony car version of the Cougar faded away, but the Capri sold well initially and the Montego would come into its own with the 1972 redesign. Selling the Pantera through Lincoln-Mercury dealers was a mixed bag, but I suppose it made a bit more sense than through the Ford dealer network.
Add also with the introduction of the Cougar, lots of Mercury tv ads, referred Mercury as the “sign of the cat” with a big cougar on top of the Mercury-Lincoln sign in ads featuring the Marquis, Montego, Comet and later the Capri, Bobcat, Monarch and Zephyr.
https://www.youtube.com/watch?v=00YdLWQc0Gk
And in Canada, Ford offered a separate make named Meteor who got Mercury bodies with Ford interiors who was later referred as Mercury Meteor like this 1970 model. https://en.wikipedia.org/wiki/Meteor_(automobile)
http://oldcarbrochures.org/Canada/Ford-Canada/Mercury/1970%20Mercury%20Meteor%20Brochure/index.html
The new body for 1969 made sense for the full-size Mercury because of the new big Ford body, which would carry on through 1978 (with major refreshes in 1973). Iacocca started his Mercury rebuilding program with the Cougar in 1967, the Montego in 1968 and the Marquis for 1969, but it did not win Lee the presidency of Ford, which went first to “Whiz Kid” Arjay Miller and then to “Bunkie” Knudsen.
Perhaps part of the problem was that the 1968 LTD had hidden headlights but even the top-end Mercury did not.
This. The Montclair/Monterey also shared the LTD wheelbase.
The ’68 Fords were on a 119″ wheelbase and the Mercurys 123″. Only the Mercury wagons shared the Ford wheelbase.