the fin mantm
The year was 1954. The World Series was broadcast in color for the first time (NY Giants defeated Cleveland 4-0); Ray Kroc got his first look at the original McDonald’s restaurant; the first kidney transplants were performed in Boston, Massachusetts and Paris, France and IBM announced development of an ‘electronic brain’ (a.k.a. computer) for business use. (Who’d a thunk?!?)This was also the year that Mercury introduced a brand new V-8... the first all-new engine since the marque was introduced in 1939.
The brainchild of Henry Ford’s only child Edsel Ford, Mercury was introduced as a much needed mid-priced line to fill the gap between price-leader Ford and luxury class Lincoln.
Unlike many car makes which began as an independent and later was purchased by a parent company such as GM, Ford or Chrysler, Mercury was a brand new car line, a product of Ford Motor Company from the git-go.
Tagged just a skoche above Pontiac and a smidgen below Oldsmobile, Mercury was just what FoMoCo needed to compete with the other two players in ‘the big three’.
Mercury began life with a modified version of Ford’s legendary flat-head (and later L-head) V-8. Slightly over bored compared to its sister line, the Mercury version produced 95 horsepower through 1941 and in subsequent years began an uphill power campaign which started at 100 and crept up to 110 the 112 and eventually 125 by model year 1952. A well-tuned Merc nearly always beat out a V-8 Ford and the brand soon earned a reputation for speed, consistently achieving a top end speed of 100 MPH. I’m guessin’ Edsel had that in mind when he named the new car after the winged messenger god of Greek mythology. (We never talked about this in front of aunt Dorothy though!)
The all-new, overhead valve V-8 introduced in 1954, took a giant leap in power, producing 161 BHP... a thirty percent increase over the 1953 model.
People often ask me how I decide what car to write about each week. In the case of this week’s feature car, I was simply browsing the inter net and stumbled across this image from a 1953 magazine ad. The Arctic White over Royal Red ‘54 Monterey with its aggressive ‘forward look’ (sorry Virg!) immediately captured my attention.
The bright red hue, shown on our feature car, did not appear on the color chip chart for Mercury in 1954, but was a color borrowed from the Lincoln palette. Lincoln and Mercury had a habit of crossing the line on colors during ‘the day’, regularly borrowing hues from one another. Royal Red may have been borrowed from Lincoln, but it sure looked good on the Monterey ‘hardtop coupe’.
Other 1954 Merc colors (besides Royal Red and Arctic White) were:
- Atlantic Blue (a deep blue metallic);
- Granby Gray (slate gray with a trace of blue);
- Bloomfield Green (deep forest metallic);
- Lakeland Blue (bright sky blue);
- Columbia Blue (a lighter shade of Lakeland Blue);
- Cadet Gray (charcoal gray metallic with a bluish tinge);
- Glenoaks Green (metallic, medium green with definite blue cast);
- Parklane Green (a sea foam green);
- Country Club Tan (more of a gray-tan hue);
- India Black (well, what can I say? It was ‘black’.)
Mercury stylists took a sabbatical for the year, as the ‘54s were basically a face lift from the ‘53 model year.
One noticeable improvement, in this author’s opinion, were the totally restyled, wrap-around taillights... a safety feature which is common (and taken for granted) on today’s automobiles. The large lenses, trimmed out with a stack of extruded horizontal chevrons, fit in very nicely with the cascading shape of the trailing fender edges.
Up front, this would be the third and final year for the broad, chrome-capped fake hood scoop introduced on the 1952 models... and last but not least, the previous year’s ‘dagmars’ would grow in size, becoming more prominent.
Don’t know what the term ‘dagmar’ means? Well, Wikipedia describes the term as, “slang for the artillery shell shaped styling elements found on the front bumper/grille assemblies on several makes of cars produced in the 1950s”. Back when my friends and I were in our teens, we saw something else in those large, pointed, chrome ornaments, and it wasn’t artillery shells!
Only two Mercury series were offered for 1954. The entry level ‘Custom’ series started at just $2,194.00 for a standard 2-door sedan. Customs were available in just three body styles– 2 and 4-door sedans and a 2-door (pillarless) hardtop coupe.
Far and away the more popular of the two ‘hardtop coupes’, the upscale Monterey handily outsold the Custom ‘Sport’ hardtop coupe by a four-to-one margin, despite being priced $258.00 higher. That may not sound like much, but that number equals $2,084.00 in ‘09 bucks.
A unique Monterey coupe was also offered in 1954. Called the ‘Sun Valley’, it had a front roof panel made of green tinted plexiglass and was, amazingly, priced at only $90.00 over the standard Monterey coupe. Much larger than today’s familiar ‘sun roofs’, Sun Valley’s skylight went from the windshield header in the front, to just behind the front seat... and full width from side to side, offering a spectacular view of the sky above.
The same roof treatment was available to Ford buyers in the form of the ‘Fairlane Victoria Skyliner’ (later Crown Victoria Skyliner).
Interior temps were a definite ‘issue’, making for some very hot August afternoon commutes... and air-conditioning was not yet on the options list for Ford or Mercury automobiles. A snap-on vinyl liner was made available, but offered little help in keeping interior temperatures in the comfort range.
Not surprisingly, consumers were wary of the ‘hothouse’ effect and only 9,761 Sun Valley coupes found buyers, compared to 79,553 Monterey coupes. That number puts our featured car of the week in the number one spot in terms of overall models, even outselling the generally first place four door sedan by nearly 15,00 units.
Seven thousand, two hundred and ninety-three 1954 Mercury buyers who wanted to cruise in top down fashion, chose the Monterey convertible with a base price of $2,610.00.
The priciest of all body styles, however, was the 4-door, 6-passenger Monterey station wagon which started at $2,776.00 before options, shipping and dealer add-ons.
And, speaking of ‘add-ons’, factory options were few in 1954, limited basically to:
- power steering;
- power brakes;
- four-way power seat;
- radio;
- heater;
- whitewall tires
- Solex (tinted) glass.
Fender skirts and chrome rocker panel trim was standard on Monterey, optional on Custom. Dealer add-ons were beginning to grow as agency owners realized the profit potential of the aftermarket. Until then, large aftermarket catalog companies like Warshawsky and J.C. Whitney in Chicago had pretty much been answering the call for dress up items as well as replacement parts.
Remember the clear plastic seat covers your mom and dad (or grandma and grandpa) put on their new car to protect the fabric from wear? They were sold under the brand name of 'Fingerhut'. Early examples were made of a heavy, clear plastic which was quite uncomfortable, particularly in warmer months when you were wearing shorts and tried to scoot in across the seat. Ouch! An improved version eventually was intoduced with waffle-like embossing which greatly improved the comfort factor.
To harness the power produced by that all-new, 256 cubic inch V-8, Mercury engineers offered overdrive (for the three-speed manual transmission) and the ‘Merc-O-Matic’... a worry-free automatic shifter which was definitely my aunt Dorothy’s preference.
Custom and Monterey models shared the same chassis, riding a wheelbase of 118 inches and stretching 206.2 inches from front to back. Narrow tires were still the rule and the Mercury’s for ‘54 rode on 7.1 x 15 donuts, except for wagons and convertibles which were shoed in 7.60 x 15 size.
Despite the all-new V-8, sales took a better than 10% drop for model year 1954. A happier year was ahead for Mercury, however, as 1955, a generally good year across the board, saw sales tick up by a solid twenty-seven percent.
The coming year would also see a total restyling for Mercury, although the resemblance to 1954 models was unmistakeable. The primary changes in styling were adaptation of the industry-wide trend to lower, longer and wider bodies, plus introduction of the wrap-around windshield and hooded headlight housings.
I was somewhat sheltered from Ford products as a kid growing up, but admired them from afar. You see my dad was a GM man, and he always quoted that old famous phrase, “As GM goes, so goes the nation.” Things that make you go “Hm-m-m-m”.
Searching for a ‘54 Merc for your very own is best accomplished via the internet. In case you haven’t heard, Auto Trader (and more importantly Classic Cars & Parts) has gone paperless and is no longer printing hard copies of their photo classified mags. (Now what am I going to read in [as my father always referred to it] the ‘library’?!?) Starting right now, if you want to search old cars for sale through Auto Trader, you’ll have to do it online. Visit them at www.autotraderclassics.com.
If you haven’t decided to take the plunge and buy yourself a computer, you’re long overdue.
The young’ns told us this was going to happen didn’t they? (Better get yours hooked up Ron Henry!)
PRESENT DAY VALUES:
The Old Cars Price Guide estimates you can pick up a number one, show quality example of 1954 Mercury Monterey coupe, like the one shown above, for just under thirty grand. Take it down a notch to number two condition and you’re probably looking at about 20k or perhaps a bit less... so says the OCPG. In order to be able to drop the top on your show winning ‘54 Merc, you’ll have to add about seven grand to the number quoted above.
Oh yes, that Sun Valley I told you about... the one with the glass roof section... that model could set you back approximately $45,000; $32,000.00 and $20,000.00 respectively– yes, ten grand more than a convertible at the number one level. Ah yes... distinction comes with a hefty premium.
For the full range of six price categories based on condition and other Mercury models for 1954, pick up a copy of the Old Cars Price Guide at your local news stand, book store or classic car dealer.
1954 Mercs for sale: Cruising a recent copy of Auto Trader’s Classic Cars & Parts, turned up not one 1954 Mercury. (I guess Jay is right about the scarcity of ‘54s.) The closest thing I found was a very handsome 1953 model... a Monterey 2-door hardtop which ‘appears’ to have been repainted in Canterbury Green, a color from the 1954 paint chart. It has an Arctic White roof and with the wide whites, looks really great. (But then again, they always look great in those postage stamp sized photos, don’t they?) The listing says it’s an “extremely solid North Carolina car with flathead V-8; stick shift w/overdrive and new tires.” It goes on to say that the car is a “great driver”. The listed price is $19.000.00, which puts it solidly in the number two category according to the Old Cars Price Guide. The seller indicates that he will consider trades. For info visit www.tommackclassics.com.
Clubs: If my story has inspired you to learn more about the Mercury line of automobiles, there are a number of international, national and local chapters for Mercury owners and enthusiasts. One of the larger organizations is the International Mercury Owners Association or IMOA. Like most clubs of this type, ownership of a Mercury automobile is not a prerequisite. Quoted from their web site, “The club is dedicated to Mercury lovers everywhere.” (They (like me) will take your money no questions asked.) Seriously though, these clubs offer a wealth of information on specific marques and are a valuable source for buying, selling and technical assistance for maintenance and restoration. The $40.00 membership (U.S.) includes a subscription to Quicksilver, a quarterly publication “filled with photos, stories, tech articles, classifieds and much more.” The club also publishes a 144 page, annual directory of vendors, parts suppliers and members. For information on the IMOA, write P.O. Box 1245, Northbrook, Illinois, 60065-1245, call them at 847-997-8624, or visit their web site at www.mercuryclub.com.
Another site you’re sure to find interesting is the 1954 Mercury Owners Registery, a fascinating and fact-filled site hosted by Jay Rogers, a ‘54 Merc owner from Troy, Missouri. There you will find all sorts of info about the ‘54 Mercury specifically, plus hats; t-shirts and other ‘stuff’. You can contact Jay at 636-462-5252 or visit the registry site at (what else?), www.1954mercuryregistery.com.
PAST and COMING Don’t Miss Auto Events: Last week I spoke of the Second Annual Big Truck Day at the Kemp Auto Museum in Chesterfield Valley held last Sunday, August 9th. Although it was a small show, as far as number of entries, the size of those magnificent trucks more than made up for the quantity of vehicles on display. This was only the second annual show of its kind at the Kemp and one that promises to be repeated in years to come. Not one ‘57 Chevy was on display, but there were some rare trucks including Delmar Bequette’s restored Mack B-63 complete with Trailmobile semi-trailer. A sizeable display of X-large pickups was on hand, courtesy of Fenton, Missouri-based, The Land of Giants truck club. Visit www.thelandofgiants.com.
Thanks to all the good folks at the Kemp including GM, Allison Hershberger; Event Coordinator, Lisa Roberts and receptionist/ticket seller for the day, Jada Jamison who let me talk her arm off about old cars and other Fin Man stuff!
If you’re a ‘big rig’ lover and you missed the Kemp show last Sunday, don’t sob, bawl or wail. Just mark your day minder for Friday OR Saturday, September 18-19. The Gateway and Lincoln Trails Chapters of the American Truck Historical Society is putting on their big, Annual Antique Truck Show on both sides of the river. Catch it Friday from 9-4 at Truck Centers, Inc. located at 747 East Taylor in St. Louis OR Saturday at Truck Centers Troy, Illinois location right off Interstate 55/70 in Troy. Delmar Bequette will be there with his B-series Mack as well as some of the other folks who displayed at the Kemp show, PLUS a whole lot more.
Refreshments will be available (for a fee) and the flier says “Anyone with a truck 25 years old, or older, in any condition, is invited to show their ‘tired iron’! No competition, or entry fees! For more info you may contact John Lamke at 636-583-3573 or Jeff Yates at 618-667-3454. The FIN MAN will make an appearance on Saturday at the Troy, IL show and possibly at the St. Louis show on Friday as well.
This is peak car show season and there are no less than THIRTEEN, count ‘em, car shows in the St. Louis and the surrounding area this Friday, Saturday and Sunday... including every Friday in the season, the 50 Years of Cruisin cruise/display at Chuck-A-Burger on the Rock Road in St. John! For more info on all the shows, visit the St. Louis car show calendar at http://clubs.hemmings.com/clubsites/lakerscarclub/indexP.htm, and remember, always check the venue for possible cancellation before attending.
SCALE MODEL AVAILABILITY: 1954 Mercury scale models aren’t exactly abundant, however, I did come across one very interesting find. A tiny, 1/64 scale replica of a Sun Valley coupe by M2 Machines ‘Clearly Auto-Thentics, an unusual replica made of transparent, tinted plastic enabling a clear view of the interior and under hood. This model is available for just $5.99 plus S&H at www.zionantiquemall.com.
M2 Machines also makes a series of 1/64th scale die-cast models which offer a great value in terms of quality vs. price. The line includes a 1954 Mercury Sun Valley coupe. There are twelve models in all and they can be ordered individually for $5.25, in a preselected set of six for $30.00 or the entire collection of twelve for $58.00. All prices are plus Shipping and Handling. I ordered mine over the internet from Hoquat Hobbies in Greenbrook, New Jersey.
No large scale (1/18th) ‘54 Mercs are offered at this time.
The FIN MANtm vents! “I gotta tell ya... they sure don’t make these American cars like they used to! I just had to put a new set of spark plugs in my 1997 Lincoln Continental! Yeah, can you believe it? Only 152,000 miles on the originals! What’s it gonna be next? The transmission or something?!?!? This is the first maintenance that has ever been done to the ‘Conti’s’ modular V-8 engine since it rolled off the showroom floor... and it still uses no oil AND still gets second gear scratch! The transmission has never been touched and that includes no oil changes.
Back ‘in the day’, when my father operated a Mobilgas service station in University, City, Missouri, cars like my 1960 DeSoto Adventurer were brought in every 10,000 miles for a tune up which consisted of new spark plugs, condenser and points. If needed, one might also have to replace the spark plug wires and distributor cap as well. By the time a fifties-something car had reached 152,000 miles (if it made it that far), the owner would have replaced the plugs and associated parts FIFTEEN TIMES! Owners started thinking about trading when their cars got to the 50,000 mile marker, and engines were generally worn out by the time they reached 100k. Yep... they sure don’t make ‘em like they used to! And that’s a GOOD THING!
‘The FIN MAN’TM is available for your group’s special occasions. In addition to his seminar schedule, he has been a guest speaker at group meetings for car clubs, engineering clubs and other professional associations. He has also acted as host or emcee at a number of special events including trivia parties, holiday parties, social and professional club events, benefits and fund raisers. During his appearances, he presents an overview of the collector car hobby plus a detailed look at American cars from the fifties, sixties, seventies and later. His program includes a fascinating Power Point presentation with images of collectible automobiles and various associated nostalgia and Americana. Guests also have the opportunity to play “FINS for FUN,” the video game he produced in 1987 which inspired his nickname, in which players compete to identify the year, make and model of cars from tightly cropped photos of fins and taillights. Those who score the highest win auto-related prizes donated by supporting Fin Man sponsors. For more information, go to http://www.thefinman.com. We are currently accepting bookings for the remainder of calendar year 2009 and 2010.
The FIN MANTM is a member of the Society of Automotive Historians and the St. Louis Chapter of the Buick Club of America. He is currently a member of the Lincoln and Continental Owners Club, and the Gateway Buick Club. Past club memberships include the Cadillac-LaSalle Club, the DeSoto Club, the Imperial Owners Club, the Vintage Thunderbird Club of America and the Edsel Club of America. He welcomes your questions, comments and suggestions regarding the column or old cars in general. You can e-mail The FIN MANtm at mailto://the_fin_man.com. Visit his web site at http://www.thefinman.com.
See you at the Antique Truck Show! And tell ‘em The FIN MAN sent you.
Copyright 1998-2009, PH Enterprises, d/b/a ‘The FIN MAN’tm
1. The TV dinner was introduced in 1954. What company pioneered this revolutionary way to eat dinner at home?
2. What was the title of the song with the following lyrics? “Well if I had money; Tell you what I’d do; I’d go downtown and buy a Mercury or two; Crazy bout a Mercury; Lord I’m crazy bout a Mercury; I’m gonna buy me a Mercury; And cruise it up and down the road.” 2B. Do you know who performed this hit song? 2C. Within 5 years, can you guess when it hit the pop charts?
3. Okay, here’s one for the Gen-Xers. Gotta keep ‘em on their toes. Who was president of the United States in 1954? (And we aren’t doing multiple choice this time!)
4. Born March 16, 1954, this California-born, female singer/guitarist/songwriter married Rolling Stones song writer Cameron Crowe in 1986. She is the lead singer on most of the songs performed by the female pop group Heart. What is her name?
5. There are eight planets in our solar system. Counting from our Sun OUT, in what position, 1 being closest to the sun, is the planet Mercury?
6. (Here’s one that is definitely NOT for Leno’s “Jaywalking” volunteers. This one’s for the geniuses in the audience– the Mensa members.) The element mercury is one of six chemical elements that are liquid at or near room temperature and pressure. Can you name the other five?
7. What was ‘Project Mercury’, and in what year did it start?
8. Who is Carl Kiekhaefer and what was his connection with the name Mercury?
READER’s RECOLLECTIONSTM: Here are two stories sent in by readers after seeing the abbreviated print version of this story last Monday:
Hi Bruce:
With a great deal of nostalgia, I finished your column in today’s Post-Dispatch featuring subject car (1954 Mercury).
I purchased that very car as shown except it was all “Royal Red”. It was two years old when I found it at a Lincoln-Mercury dealer located in Detroit, where I was born and raised. According to the dealer, the car was ordered in all red by Hazel Park Raceway that featured trotter and pacers and it was used as a pace car and official’s car.
As a nineteen year old with this car I was way too cool (at least in my own mind) and received many compliments. I remember once as I cruised down Fort Street, a major thorough-fare in my old neighborhood, an older gentlemen in a big Lincoln pulled along side, beeped and gave me a “thumbs-up”. Well I can tell you, a peacock had nothing on me!!!
In my 72 years I’ve had many cars but that Merc still remains my favorite. Time has diminished much about the car other than what I just recalled. That V-8 was relatively fast but not like a 52 Chrysler Saratoga coupe with a Hemi that I had convinced my Dad was a much better choice over a more conservative 4-door Newport we were comparing.
The Saratoga had been owned by a Chrysler Engineer working on the Chrysler Turbine engine that was to revolutionize the Industry which didn’t quite work out. As a relatively young, single guy, he had dual exhaust installed on that Hemi and at a cost of about $150.00 (a kings ransom at the time) the sound was incredible.
I worked at a gas station after school and on weekends and guys would ask me just to start it up to hear it roar. Unfortunately the Torque-Flite transmission was no match for that engine nor was one of the rear drive shafts both of which surrendered to the engines power and my lead foot.
Thanks for your column and the opportunity to reminisce about the “good old days” and to reflect back on when “Detroit Iron” was King.
Who could have predicted what has happened to General Motors not to mention to a lesser degree… the other Big-Three.
Best Personal Regards,
Jerry Kaminski
Waterloo, IL
And from Gary Arbesman of Chesterfield, Missouri:
Dear Bruce,
Your column in Monday’s (8-10-09) St Louis Post Dispatch got my attention.
Several months ago I wrote to you about a red 1956 Corvette I once owned and now you have published another of my long-lost cars....a 1954 Mercury! Mine was the same red as your news picture but my ‘54 Merc was a convertible as you can see in the attached picture (of a picture).
It had a blown (no good) engine in it when I bought it for $100.oo in about 1960. It also needed a lot of TLC to clean up the faded paint. My father and two brothers helped me install a good V8 engine from the local junkyard in Danbury, CT. (I think it was a Mercury engine).
I also converted the automatic trans to a 3-speed std with a Hurst floor shifter at the same time. I ‘decked’ the trunk lid as you can see. It was a great car! It had original ‘rolled & pleated’ naugahyde seats and my parents bought me a new convertible top for my birthday that year. I was cruising in 1960 and was about 17 years old!
Well, that was a long time ago but I love your column and all the good old memories you bring back!
Thanks a lot,
Sincerely,
Gary Arbesman
Chesterfield, MO.
MERCURY promotional material,
circa 1954...
Here's a classy ad from 1954 that makes a simple statement.
Check out this vintage 1954 Mercury ad.
Here's a sample of the color chart of 1954 Mercury exterior colors. Note, some of the available colors were found on the color chart for Lincoln.
Mercury Trivia Questions of the Week:
1. The TV dinner was introduced in 1954. What company pioneered this revolutionary way to eat dinner at home?
A. The TV dinner was introduced in 1954 by entrepreneur Gerry Thomas under the Swanson label.
2. What was the title of the song with the following lyrics? “Well if I had money; Tell you what I’d do; I’d go downtown and buy a Mercury or two; Crazy bout a Mercury; Lord I’m crazy bout a Mercury; I’m gonna buy me a Mercury; And cruise it up and down the road.”
2B. Do you know who performed this hit song?
2C. Within 5 years, can you guess when it hit the pop charts?
Answer. The song title was Mercury Blues. From here it gets a bit complicated when trying to provide the answers to trivia questions 2B and 2C... so I’ll just let Wikipedia handle it from here: “Mercury Blues” is a song written in 1949 by K. C. Douglas and Robert Geddins. The song, originally titled “Mercury Boogie,” pays homage to the American automobile. The song has been covered by The Steve Miller Band, David Lindley, Meat Loaf, Dwight Yoakam, and Alan Jackson. Lindley’s version, from his 1981 album El Rayo-X, peaked at #34 on the Billboard Hot Mainstream Rock Tracks chart. Meat Loaf’s version appears as a hidden track at the end of his 2003 album Couldn’t Have Said It Better. Dwight Yoakam’s version appears on his 2002 boxed set, Reprise Please, Baby, and later on his 2004 compilation album, Dwight’s Used Records. Rights to the song were purchased by the Ford Motor Company, which used it for a television commercial for Ford trucks (albeit with the lyrics changed to “Crazy ‘bout a Ford truck”). And there you have it... straight from Wiki.
3. Okay, here’s one for the Gen-Xers. Gotta keep ‘em on their toes. Who was president of the United States in 1954? (And we aren’t doing multiple choice this time!)
Answer. Dwight D. Eisenhower was President of the United States from 1953-1961. Alright... do you know what his middle initial (D) stood for? (Answer at end of paragraph.)
4. Born March 16, 1954, this California-born, female singer/guitarist/songwriter married Rolling Stones song writer Cameron Crowe in 1986. She is the lead singer on most of the songs performed by the female pop group Heart. What is her name?
Answer. Her name is Nancy Wilson.
5. There are eight planets in our solar system. Counting from our Sun OUT, in what position, 1 being closest to the sun, is the planet Mercury?
Answer. The smallest planet in our solar system, Mercury is the closest to the Sun.
6. (Here’s one that is definitely NOT for Leno’s “Jaywalking” volunteers. This one’s for the geniuses in the audience– the Mensa members.) The element mercury is one of six chemical elements that are liquid at or near room temperature and pressure. Can you name the other five?
Answer. Oh come on! That was easy. The other five are caesium, francium, gallium, bromine, and rubidium. (Who am I to talk? I’m lucky if I can even pronounce them!)
7. What was ‘Project Mercury’, and in what year did it start?
Answer. Project Mercury was the first human spaceflight program of the United States. It ran from 1959 through 1963 with the goal of putting a human in orbit around the Earth. The Mercury-Atlas 6 flight on 20 February 1962 was the first Mercury flight to achieve this goal.
8. Who is Carl Kiekhaefer and what was his connection with the name Mercury?
Answer. Elmer Carl Kiekhaefer (1906 - October 5, 1983) was the owner of Kiekhaefer Marine which would later come to be known as Mercury Marine, a prominent manufacturer of outboard engines.
Our president’s full name was Dwight DAVID Eisenhower.