Canada’s Unique Autoscape, Part 1
The Monarch’s purpose was exactly the opposite of the Meteor. Not to be confused with the Mercury Monarch (again—Ford recycled the name), the Monarch was a Canadian brand unto itself, and was positioned as a luxury car that could be bought at a Ford dealer, for areas without a Lincoln/Mercury presence. Unlike the Meteor, the Monarch was based on contemporary Mercury bodies, but with unique trim.
The Monarch was discontinued in 1958 when Ford introduced the Edsel, which filled the same need in the marketplace. As you most likely know, the Edsel failed spectacularly and the Monarch was reintroduced to Canada, in 1959. Its revival was short-lived, however, as the Monarch nameplate was dropped after 1961; the Edsel fiasco caused Ford to lower Mercury prices to the point where the Monarch was again redundant.
Continue this story on page 6.