The Canadian model that appeared like a Mercury, however was priced like a Ford.
There’s probability you’ve by no means heard of Monarch, that’s, except you’re Canadian. Monarch was a automotive model distributed by Ford of Canada between 1946 and 1961. Monarch served as a mid-priced luxurious possibility positioned above Ford however under Mercury within the company lineup, permitting smaller Canadian dealerships (typically single-line Ford retailers) to supply a extra upscale car tailor-made to the native market.
Monarch: Forgotten automotive Manufacturers
Low cost Mercury
The vehicles had been basically rebadged and restyled Mercury fashions with distinctive Canadian-market trim, grilles, bumpers, and badging—typically marketed with royal/British monarchy themes (e.g., “Trip like a King in a Monarch”).
Royal Monikers
Model fashions included the Monarch Six and Eight (primarily based on related Mercury choices), with later fashions that includes extra colourful monikers together with Richelieu, Scepter, and Turnpike Cruiser. Each Monarch shared chassis and drivetrain components with both an current Ford or Mercury providing, however boasted distinctive styling.
Collectible
Surviving Monarchs are comparatively uncommon at the moment, as authentic manufacturing was, by Ford requirements, comparatively low. All advised, 95,000 models had been retailed through the model’s run. Monarch was discontinued in 1958–due partially to the introduction of Edsel, which might occupy roughly the identical worth vary—solely to be revived very briefly, and shut down for good after the 1961 mannequin yr.
Monarchs at the moment are sought-after automobiles, well-liked with Canadian automotive collectors, particularly the uncommon convertibles. The title was later reused for the U.S.-market Mercury Monarch, a Ford Granada clone supplied between 1975 and 1980. Click on right here for extra Forgotten Automobile Manufacturers.
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Monarch: Forgotten automotive Manufacturers (Footage)
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