The Mercury Custom was the base series of the Mercury range from 1952 to 1956. It replaced the original Mercury Eight that had launched the marque and was itself pushed aside by the cheaper Medalist in 1956, when both series disappeared from the range.
Mercury Custom at a glance
| Production | 1952–1956 |
|---|---|
| Position | base model series below the Monterey |
| Replaced | Mercury Eight |
| Prices at launch | US$2,040 four-door sedan, US$1,987 two-door sedan |
| First-year output | 83,475 four-door and 25,812 two-door sedans |
| Colours | 10 single and 17 two-tone choices in 1952; 15 and 39 for 1953 |
| Standard equipment | broadcloth upholstery, rubber floor mats, electric clock, boot light, chrome window surrounds |
| Options | heater and defroster, radio with antenna, fog lamps |
| Replaced by | Mercury Medalist (1956) |
| Ended | 1957, when Mercury became a luxury line |
The article is based on a single source, the English Wikipedia page on the Mercury Custom.
History of the Mercury Custom
A new base model
The Custom was introduced for 1952 as the entry-level series of the Mercury range, replacing the original Mercury Eight that had launched the marque. Above it sat the Monterey, which also arrived in 1952. It was the car that brought buyers into Mercury showrooms before they moved up to a Monterey or, later, a Montclair.
The first year was strong. Mercury built 83,475 four-door sedans at US$2,040 each and 25,812 two-door sedans at US$1,987. Colour choice was unusually generous: ten single colours and seventeen two-tone combinations in 1952, and for 1953 the list grew to fifteen single and thirty-nine two-tone selections. The standard equipment included broadcloth upholstery, rubber floor mats, an electric clock, a luggage compartment light and chrome surrounds for the windows. A heater with windscreen defroster, a radio with antenna and fog lamps were optional.
Losing ground
From 1953 the Custom steadily lost sales to the more upscale Monterey, while being moderately more expensive. The gap widened when the Montclair joined the range and drew buyers upward. For 1954 production records already showed the Custom losing ground, and its unpopularity continued through 1955.
The Medalist and the end
For 1956 Mercury introduced the Medalist, a more modestly priced model that undercut the Custom, and the Custom’s sales fell further. It was the Custom’s last year. Both series were discontinued for 1957 as Mercury was repositioned as a luxury line above Edsel for 1958. The Custom therefore bookends the first chapter of the marque: it replaced the car that created Mercury and disappeared when the division decided to move upmarket.
Design and features
- Base but well equipped: electric clock, boot light and chrome window surrounds were standard.
- Huge colour choice: ten single colours and seventeen two-tone combinations in 1952.
- Two body styles: four-door and two-door sedans, the latter cheaper by about US$53.
- Options list: heater, radio with antenna and fog lamps.
- Short career: replaced by the Medalist after five model years.
Mercury Custom versions
- Custom four-door sedan (1952): 83,475 built at US$2,040.
- Custom two-door sedan (1952): 25,812 built at US$1,987.
- Custom (1953–1955): the same series with an expanded colour range.
- Custom (1956): the final year, already undercut by the Medalist.
The Custom was replaced at the bottom of the range by the Medalist and sat below the Monterey. More cars are in the Mercury collection.
Sources
- Mercury Custom, English Wikipedia: production years, prices, colours, equipment and sales
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