• Jan 22nd 2007 at 7:55PM
  • 19
These are the issues that define our times. Forget the volatile price and supply of oil, an economy teetering between robust growth and rampant inflation, worldwide strife. What really matters is whether Mercury will make a change from the "waterfall" stylized M logo to something more retro. Well, our Deep Throat inside Ford has dashed any hopes of seeing the "Winged Messenger" return. Rather than get all distracted with shifting the marketing plan, Lincoln-Mercury is hard at work getting the product right. Can't say we blame them.
You could always hire a local airbrush artist to do up a hood-size mural of your favorite Mercury logo in "screaming chicken" fashion. eBay also has vintage Mercury emblems. You could find one from your favorite era and affix it right over the top of that waterfall, if you so choose. The dream was fun while it lasted; for a retro-advertising treat, click the image above. Careful, you could lose hours of productivity revelling in the over-saturated Cleaverness. Our favorite is the '66 Park Lane. What a beast! Put a pair of glasspacks on it and go rumbling around the Dairy Queen at 5 mph - we can't wait for summer.


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  • 19 Comments
      Thomas C.
      • 8 Years Ago
      I love Mercurys waterfall logo better than the winged messenger and it does mean something it represents Mercurys signature waterfall grille Good luck Mercury

      Would be cool to see the Cougar logo comeback ...
      Also i would love to see the Mercury Marauder make a comeback....
      • 8 Years Ago
      Wait, so let me get this straight -- you guys are reporting that they are NOT going to update the symbol? Did I read this correctly? And that any chances for a new symbol --- whether its a nostalgic winged Messenger emblem or some newly concocted emblem --- WILL NOT be making it to Merucry at all?

      If that's the case, I hope that they revisit it soon and Mercury gets a new emblem...it needs it and a new logo to usher in a new image for the brand.
      • 8 Years Ago
      Mercury for the win, yessssssssssssssss.
      • 8 Years Ago
      Nostalgia isn't what it used to be!

      Mercs were more than re-badged Fords starting with 1949 and into the '50s.

      But the Mercury brand has been allowed to deteriorate so far that it's a dead issue now.

      Any diddling with the Mercury logo would be like arranging deck chairs on the Titanic.
      • 8 Years Ago
      How times have changed - look at the ad for the 1967 Colonly Park:

      "Mercury, the Man's Car"

      "Colony Park: Man sized Luxury!"

      What would Jill Wagner think?
      • 8 Years Ago
      The James Dean '49 Merc from "Rebel Without a Cause" - Perfection!

      What else can you say?

      Maybe a retro '49 Merc to go up against the PT Cruiser and the Chevy HHR.
      • 8 Years Ago
      #13 If Mercury does do a new Cougar may I suggest a formal type roofline that copies the shape of the Mustang's convertible top? Then it could be a pillarless coupe if it utilized the Mustang convertible's alraedy existing roll-down side rear windows(trendy).Then add the 3 stage (vintage)rolling rear turn signal indicators.Bling-up the front end,and you've got a pretty cool car that's very different from the 'Stang
      • 8 Years Ago
      I Love Mercury!

      The 1999 version of the Cougar was terrible.

      The current Montego really needs some more dynamic styling.

      Everything else was AWESOME - LOVE IT.

      Come On Merc - give us some kick ass cars again as in the Cyclone, the Montego MX Brougham the Cougar XR7 and the mid '60s Marauder. In-your-face American Mercury’s - that is what we want!
      • 8 Years Ago
      Great Photos!

      I am pulling for Mercury to regain its rightful position as one of the great American Marques!

      Bring back the Winged Helmet of the Roman God Mercury.
      Thomas C.
      • 8 Years Ago
      I LOVE the Mercury brand Fantastic line of cars and Suvs just bring back the Sable and Cougar other than that Mercurys great also love the Mercury Waterfall Logo much better than the winged helmet ....

      Also i wish MERCURY the best of luck to the Mercury brand i hope it can once again be a huge success!!!
      • 8 Years Ago
      I think a modern Cougar is a brilliant idea. I think the reason that Ford hasn't done it is because that they think it will cannibalize the Mustang's sales and dilute the image of that car. I don't agree and think that a foreign-inspired Cougar would do quite well and clean up Mercury's image. It would have the 3.5 V6 as standard and also (obviously) RWD. The XR-7 would be the 4.6 V8 with more upscale appointments and optional AWD. The Eliminator would be the 5.0 V8 with heavy handling improvements and also with optional AWD. I want the car to be powerful, but also be able to handle excellently. The Mustang isn't bad at corners, but it's a bit more sloppy about it than it should be. I want a new Cougar to be a great car in all categories and not just a drag racer. It'd also help if the Cougar was a lighter car than the "sports tank" that the more powerful (namely GT500) Mustangs are.

      As for other Mercury models, the Marauder comes to mind first. The recent Marauder wasn't a bad car, it just looked a bit too much like your average Crown Victoria or Grand Marquis. The Impala did well mainly because of the history of the name, and that it was one of the last RWD Chevies. Both the Chrysler 300 and Dodge Charger have done very well, and so could a modern Marauder. As far as the design of the car, it should be bold but also high-tech. When I think of Marauder the image of the big '69 comes up in my mind and I think that would be a great place to start.
      • 8 Years Ago
      How can L-M "work getting the product right", if there is no strategy on how to brand the product?

      The current logo lacks real personality and is rather bland... which is seems to mimic the product line. If Mercury is to be saved, L-M need to look holistically at the marque, and not throw out out a series of myopic cars with no common personality. Mercury stands for very little anymore, and it looks like Ford is aiming to keep it that way.

      That said... maybe Autoblog should help L-M out and have a contest for a new Mercury logo.
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