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Mercury lives--on the auction circuit

Wed, 24 Nov 2010 00:00:00 -0800

James Dean famously drove one in Rebel Without a Cause, and perhaps Mercurys have never been cooler. That was more than 50 years ago and the brand is now on the verge of extinction. But as Plymouth, Pontiac and even Edsel have shown, some brands have legs that stretch long after new cars are gone from dealerships.

So where does that leave Mercury? Officially, it’s done as of Dec. 31, but enthusiasts are sure to have interest in select models as their availability becomes scarce and their exclusivity elevates.

No, we’re not talking Tracers. This means there could be a decent market for Mercurys on the auction circuit, though experts are mixed in their opinions.

“When we did a good Mercury, it breaks the bank,” said Gary Bennett, vice president of consignment for Barrett-Jackson. “They’re a unique brand with a loyal following.”

Bennett said Cougars, XR7s, Comets, Marauders, and of course, the lead sleds of the late 1940s


By Greg Migliore