"There's no mistaking this car for any other. Long, flowing lines leading back to massive V-angle tail-lights say it's a Mercury — but definitely. And that means other things, too: an abundance of luxury and fine car touches inside — agile going under any driving circumstances, thanks to Mercury's advanced new V-8 engine — and tip-top performance wherever and however you drive."
1957 held some pleasant surprises for American car shoppers: the newly introduced "Turbine Drive" Chryslers sure stole the show from everyone else and made even the classy but aging GM designs suddenly look pretty old-fashioned. Yet, another player, which previously wasn't renowned for striking design impulses, surfaced: Ford, and particularly its Mercury Division, surprised the automotive world with very daring styling themes. They sure wouldn't qualify as being very subtle or timeless, but for the style-hungry customers in these times, newness meant goodness. Well, that was the prediction of Ford's marketing people when the development began in the mid-1950s. Too bad that Mercury buyers didn't share their confidence, as the new models met with a fairly frosty reception.
Penned by Don De La Rossa, the new Mercurys were brimming with fancy space-age details. Refined and elegant style — a hallmark of their predecessors — was replaced by futuristic and dazzling styling. In their urge to make the Mercurys look as outstanding as possible, the designers went perhaps a bit too far, and scared off customers.
The dramatic change in Mercury's design direction was complemented by a total structural overhaul. For the first time since the conception of the brand in 1939, a Mercury didn't derive from a Ford or Lincoln but was based on an bespoke chassis. The advanced bodyshell construction resulted in dramatically improved proportions, making the cars five inches (12,7 cm) longer, three inches (7,6 cm) wider and a whopping four inches (10 cm) lower than the previous models.
Even if the Mercury didn’t attract buyers back then, today these cars are a classy testimony of an exciting time when everything seemed possible and the word „garish“ had a positive connotation in automotive styling matters.