The Value of Classic Mercury Cars
The value of a classic Mercury car depends primarily on the agreement on the price of the vehicle between the buyer and seller. Although there are online and printed old car price guides, they are in fact only guides and often do not reflect the true value of the car.
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Mercury's Niche
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Mercury was a division of the Ford Motor Company. It was established in 1939 for the blue-collar family that wanted a boost in prestige over the standard Ford cars but not as expensive as a Lincoln. Mercurys were distinct from the Ford line with extra appointments such as special grille and taillamp treatment, extra brightwork, semi-luxury interior appointments and options included in the standard vehicle price. The 1967 to 1997 Mercury Cougar, for example, is separate and distinct from the Ford lineup. However, in later years many Mercurys, including the Cougar, evolved into near identical twins of Ford vehicles.
Classic Car Defined
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By strict interpretation of guidelines established by Classic Car Club of America, a classic car must be produced before 1985. Most state motor vehicle departments will issue license plates designating any vehicle 25 years and older as historic. But few, if any, post-1972 Mercurys are consider classics, just old. Virtually all pre-1972 Mercurys can be considered classics.
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Collectability
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A classic Mercury will typically cost a buyer more than a Ford. Mercury was scheduled to cease production in 2010. Since no more Mercurys are to be produced the collectability is enhanced. Mercury is an upgrade from the traditional Ford lineup, giving it a slightly higher value than Ford. Far fewer Mercurys were produced between 1939 and 2010 than Fords, making them rarer and more desirable. Some Mercurys are associated with history or American pop culture, such as the 1949 Mercury driven by James Dean in the 1955 film "Rebel Without a Cause." The '49 Mercury is perhaps the most collectible of any Mercury and expensive to purchase. Other Mercurys, such as the early 1960s Comet, was an unusual and somewhat rare alternative to the Ford Falcon and therefore a desired collectible.
Mercury's Features
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Mercurys through the 1950s are easily recognized for their waterfall grilles, low profile and clean, uncluttered lines. These Mercurys command top dollar. The late 1950s Turnpike Cruisers feature what some collectors view as excessive styling with heavy use of brightwork, tailfins and luxury appointments. These restored Mercurys fall in the $40,000 range. The 1960's Comet and Cougar represent Mercury's entries in the muscle car wars and can be bought for under $25,000.
Sticker Shock
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According to Hemmings Motor News, a 1949 Mercury in 2010 could sell for up to $79,500 or as low as $1,495 depending on its condition. The average price is about $40,000. A restored compact 1963 Mercury Comet can sell for as high as $20,000 and as low as $5,500. The average price of $15,200.
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