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I was an only child so I can’t relate to having siblings in my life.  My wife, however, was the middle child of three– something that can be a challenge, so I’ve been told.  If cars were like people, I guess the ‘58 Mercury would have come into this world with challenges as standard equipment, for it was, essentially, the middle child of three.

Most auto makers, back ‘in the day’, were running multiple-year styling changes in which the main body panels, fenders, hood, doors, roof and associated glass and windows, remained unchanged for a given number of years and only trim changes, bumpers, hood ornaments, sweepspears, taillight lenses, etc., distinguished the specific model year.  The same practice is common today, however, even trim items remain unchanged, hence the common complaint that ‘all cars look alike’ prevails.  During this period, Ford was famous for three year make overs as it did for so many generations of T-birds, i.e. 55-56-57; 58-59-60; 61-62-63, etc.  Mercury introduced a totally restyled car for the 1957 model year... a style which would carry through the 1959 models.  The ‘Big M’, a nickname which the Mercury marketing team applied to the car in 1956, was little changed over the three year run.  Each year, styling cues changed, the most recognizable of which, was probably the taillights.  Each subsequent year after 1957 saw an increase in the width of the concave panel which extended the length of the upper-rear quarter panel and increasingly larger pie-shaped taillights.  Fifty-eight models sprouted a projectile form at the wide point of the pie-shaped lenses.  The 1957 cars lacked the chrome spear extending forward of the taillight lens as seen in the illustration of the 1958 model above.  In 1959, this feature would grow even larger as did the size of the concave rear quarter panels and the lens projectiles.  Front end styling featured a large, chrome plated ‘M’ centered between the heavy, dual front bumpers, carrying out the ‘Big M’ theme.

During the mid and late fifties, Mercury was Ford’s performance division, much as Pontiac, at the same time, was becoming for GM.  One reason for this may have been the fact that all Mercurys, since their inception in 1939, were powered by V-8 engines.  (The 1957 Mercury was chosen as the pace car for the Indianapolis 500 that year.)  The Monterey, shown above, was powered by a 383 cubic inch, cast iron V-8 which produced 312 brake horsepower.  (383 cubic inches calculates to 6.8 liters for all you Gen-Xers and later in the audience.)  With a compression ratio of 10.5:1, premium fuel was strongly recommended.  The lower-priced, entry level ‘Medalist’ series was powered by a smaller (312 cubic inch) V-8 with a horsepower rating of 235.  Moving up the model ladder, the Montclairs were powered by a 383 cid, 330 horse engine and the top-of-the-line Park Lane series was powered by a monster 430 cubic inch (7 liters) mill which cranked out 360 ponies.  A triple duece (three two-barrel carburetors) version of this engine was optional on all models.  This bad boy pumped out an even 400 ponies and was a formidable foe at the drag strips, particularly when fitted in the lightweight Medalist two door sedan!  Managing all this power was accomplished by one of three transmissions... a three speed manual (available with overdrive) was standard on station wagons, Medalists and Montereys; Merc-O-Matic on the Montclair and ‘Multi-Drive’ on Park Lanes.

The ‘tab’ for the Monterey coupe featured in this story was just short of three thousand dollars back in 1958.  While that may sound like an incredible bargain by today’s standards, consider that the average annual income was a mere $4,650.00... the average house cost $30,000.00 and a gallon of milk would set you back a buck!  Jim Anderson (Father Knows Best) could have sent little Bud to Harvard for just $1,250 a year (not including room and board) and a gallon of gas to power the Big M cost less than a quarter.

Popular options for the 1958 Mercs included power steering and power windows, both priced at $107.50; power brakes ($37.50); a manual heater and defroster ($91.40); heater and defroster unit with automatic ‘Climate Control’ ($109.49); air conditioning (included heater and defroster) ($458.75); electric clock ($15.10); AM, push-button radio ($100.00 [with power antenna $149.50]); a four-way power seat ($69.90) and ‘Seat-O-Matic’ (“the power seat that remembers”), a power seat system with an incredible 35 memory positions ($96.80).  For self-conscious consumers, a padded instrument panel was offered for $21.50.

And what mid-fifties car would be complete without whitewall tires (nylon, four ply, 8:00x14 priced at $67.40) and full wheel covers ($12.90)?

Fifty-seven had been a fairly successful year for the Mercury division, but the ‘the Big M’ was in big trouble for 1958 as the automobile market found itself smack dab in the middle of the worst economic downfall since the great depression.  (Sound familiar?)  Despite some conservative tweaks in trim, creating a more toned down look from the ‘57 models, Mercury sales plummeted to nearly half of the previous year’s figures.  Mercury moved from seventh place in the market to eighth, nudged out by Rambler of all makes!  Direct mail fliers proclaimed the new Mercurys were “bigger, roomier, more powerful and more beautiful than other cars in its field”, and went further to say that it was priced as much as $116 lower than comparable models of Buick, Oldsmobile, Pontiac and Dodge.

While the ‘beautiful’ claim is subject to the eyes of the beholder, it’s hard to argue that the ‘58 Mercury Monterey coupe above, which sold for just a skoch under $3,000.00, isn’t mighty handsome in its ‘Marble White’ over ‘Flamingo Red’ two-tone dress... a bargain at just $17.20.

If you’re interested in learning more about the Mercury marque, visit the International Mercury Owners Association (IMOA) at www.mercuryclub.com.  Perusing a recent copy of Deals on Wheels found not one ‘58 Mercury for sale.  If one does turn up, expect to pay around twenty-grand for a show quality Monterey Phaeton Coupe like the one shown above.  That’s a far cry from the original price of just three thousand dollars.

3 February, 2009

What was the last model year in which the name ‘Imperial’ appeared on a Chrysler product?
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Can you name the movie in which Lee Marvin drives and repeatedly smashes a 1967 Imperial convertible?
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Who was president of the United States in 1950?

A. Teddy Roosevelt

B. Dwight D. Eisenhower

C. John F. Kennedy

D. Harry S. Truman

Born March 2, 1950, this American singer/songwriter, who performed as a duo with her brother, was known for hit songs like ‘Close to You’ and ‘We’ve Only Just Begun’.  Who was she?
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Clinical psychologist Phillip Calvin McGraw, born on September 1, 1950, is better known as?
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A pop song from the year 1950, and a wedding reception perennial favorite to this day... ‘Daddy’s Little Girl’ was sung by
A. Perry Como
B. Dean Martin
C. The Mills Brothers
D. Nat King Cole

Besides Imperial, what other model names were used by Chrysler in model year 1950?
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The population of the city of St. Louis in the year 1950 was
A. 235,698
B. 856,796
C. 1,018,091
D. 1,678,253

Do you know the Current population of St. Louis?
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