I am still practicing how to use my new photo-editing software, so here are a few images that illustrate an interesting moment in U.S. automobile design: This 1960 Mercury may be the most extreme example of that era’s low, wide look.
Note how the grille is only slightly taller than the quad headlights and its concave curve serves to give it a pencil-like quality.
Also note how the headlights are spaced apart to an unusual degree — and pulled to the outer corners of the car with the help of fender blisters that sweep around the front wheel openings. You can see this more clearly in a brochure image of a top-of-line Park Lane convertible (our featured car is an entry-level Monterey).
Even the Pontiac, which now pushed “Wide-Track Wheel Design,” had a less horizontal look to its front end, such as with the grille’s V-shaped center.
The interior echoed the Mercury’s expansive look
Marketing highlighted that the dashboard was placed farther forward than typical in order to increase knee room. Tellingly, a brochure also noted that “(n)ear-vertical windshield posts make getting into and out of the 1960 Mercury easier than ever. No more banged knees or bumped heads.”
This was presumably a response to complaints about the 1957-58 Mercury, which had a forward-slanting A-pillar.
The 1960 Mercury was unusual in that it was given a facelift only one year after a major redesign. This was the Ford Motor Company’s last-gasp attempt to establish the brand in the upper reaches of the premium-priced field.
One might argue that the 1960 facelift was sort-of successful in that big Mercury output grew almost 2 percent, led by the Park Lane and mid-level Montclair. However, total production was only around 152,000 units — which was less half that of 1956. So for 1961 Mercury lost its unique body and was shifted downmarket to once again largely compete with Pontiac in the lower reaches of the premium-priced class.
NOTES:
Production figures were calculated with data drawn from the auto editors of Consumer Guide (2006), Flory (2009) and Gunnell (2002).
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.
- Flory, J. “Kelly” Jr.; 2009. American Cars, 1946-1959: Every Model, Year by Year. McFarland & Co.
- Gunnell, John; 2002. Standard Catalog of American Cars, 1946-1975. Revised 4th Ed. Krause Publications, Iola, WI.
ADVERTISING & BROCHURES:
- oldcarbrochures.org: Mercury (1959, 1960, 1961); Pontiac (1960)
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