Monarch worth of its royal nameplate

In 1946, the Ford Motor Company of Canada took on a new provider marketing machine, introducing a brand new truck line and two extra fashions. With the Canadian population making up the handiest 10 in keeping with cent of that in the U.S. And Canadian wages roughly 20 percent less, our economic system dictated a want for extra low- and medium-priced automobiles. Mercury-Lincoln sellers could also sell a new Mercury vehicle line and a decrease-priced Mercury 114 model primarily based at the Ford. In addition, Ford dealers might promote Ford and Ford vehicles at the side of a brand new Mercury-primarily based Monarch. In smaller markets without each a Ford and Mercury provider, this allowed all to carry a low and mid-priced vehicle to compete with General Motors and Chrysler services.

royal nameplate
In 1949, Ford added a whole new line of automobiles. The Mercury 114 was changed with the brand new Meteor. Based on the Ford, it carried several Mercury styling cues to set it aside. Ford sellers could maintain to marketplace the Monarch on its new platform with updated styling. Despite the similarities to their Ford and Mercury counterparts, each the Meteor and the Monarch were considered individual fashions. In 1951, the styling was updated with a new grille, aspect trim, prolonged rear fenders presenting Lincoln tail-lamps, and introduced appointments indoors. Available as a four-door sports sedan, two-door club coupe, and convertible, Monarch’s income totaled 7,682 for the 12 months. While there have been no Monarch convertibles in 1949, the droptop could emerge in ’50 on its new body style, and ’51 would be its “swan music” for 12 months.

This 1951 Monarch convertible is a part of the Ed Danylchuk collection. It was fully restored in 1995; it’s completed in Fez Red, the most effective shade available for the Monarch convertible. It changed into by some distance the most preferred, the however rarest model produced. A base fee of $3,604 earlier than adding an elective device made it the most costly Monarch that 12 months. A massive and luxurious journey, the Monarch turned into 10 centimeters wider, 25 cm longer, and rode on a ten cm longer wheelbase than its Ford sibling. Interior appointments were upscale, with the beneficial use of chrome-plated sprint trim. Upholstery for the convertible was crimson and black leather, with a black cloth pinnacle. Power-operated home windows, energy top, and strength seat have been well known on the convertible model. Options encompass Hi-Fidelity pushbutton AM radio, backup lamps, whitewall tires, and fender skirts.

Power for the regal convertible comes from the conventional 255-cubic-inch flathead V-eight. Introduced in 1949 for the Mercury/Monarch line, the improved 4-inch stroke provided additional torque to propel heavier vehicles. With a 6.Eight:1 compression ratio and Holley two-barrel carburetor, it produces 112 horsepower at 3, six hundred r.P.M., which turned into quite respectable for the time. While a 3-velocity guide transmission was a popular gadget, customers may want to opt for the brand new Merc-O-Matic three-speed automated transmission or the three-pace guide overdrive transmission. We find the original proprietor selected for this Monarch. While there have been 3,812 Mercury convertibles bought in 1951, the Canadian Monarch convertibles faded in evaluation.

With production anticipated around 20 gadgets, we find Danylchuk’s Monarch convertible is among only four that still exist nowadays. Unique to the Canadian marketplace, Monarch outsold Mercury in numerous years. Produced until 1957, the Monarch took a breather in 1958, bowing to the introduction of the 1958 Edsel line.
With bad income for the Edsel, Ford of Canada reintroduced the Monarch in 1959, and the marque continued inside the Canadian market till 1961. The Monarch name could resurface on the 1975-1980 Granada/Monarch platform to replace the Ford Maverick and Mercury Comet. Marketed all through North America, it lacks the Canadian identity and history of the sooner Monarch line.

Coming up this Sunday, the Manitoba Classic & Antique Auto Club presents its 22nd Annual Red River Valley switch meet. It takes region at Red River Exhibition Park, placed at 3977 Portage Ave., with gates beginning at eight a.M. Admission is $five per individual. Kids under 12 admitted loose while observed using a grownup. For supplier and vehicle corral area leases, contact Gord at 204-222-2298 or Mort at 204-889-9970. Donations in aid of Winnipeg Harvest are gladly prevalent.

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