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Junkyard Gem: 1979 Mercury Marquis 2-Door Sedan

As the creator of the now-much-overused term "Malaise Era" (which I say started in 1973 and ended in 1983, full stop), I have a certain affection for the big two-door Detroit cars of the late 1970s. When such a car is built on the very first model year of Ford's long-lived Panther platform and I find one in a junkyard, I must document it. The 1979 Mercury Marquis is such a car, and this one was found in a San Francisco Bay Area self-service yard last month. Since Ford built the Grand Marquis all the way through the demise of the Panther platform— and Mercury itself— in 2011, it's easy for us to forget that the model name started out as just the plain old Marquis, back in the 1967 model year, with the Grand appellation used for the car's top trim level. While today's Junkyard Gem has some of the features of the Grand Marquis and Marquis Brougham trim levels for 1979 (notably the padded vinyl landau roof and power windows), it lacks the huge chrome lower-body moldings of those cars. Instead, it's a regular Marquis 2-door sedan with a big load of expensive options. That landau roof has suffered greatly from its decades beneath the vinyl-disintegrating California sun. The Panther platform was a big technological upgrade from the late-1950s-vintage chassis technology of full-sized Fords of the 1960s and 1970s, and it stayed in front-line service in much the same form through 2011. Though its ride and handling were much improved, the 1979 Marquis was quite a bit smaller than its predecessors, and that caused some grumbling among Mercury shoppers. Some ham-handed junkyard shoppers really tore up the interior of this car while extracting a few bits and pieces, but we can still admire the Pine Green pleather of the glorious Twin Comfort Lounge front seats. You had two engine choices when buying a new '79 Marquis: the base 302-cubic-inch (5.0-liter) Windsor V8 making 129 horsepower or the optional 351-cubic-inch (5.8-liter) Windsor V8 rated at 138 horsepower. This one appears to be the 351, the same engine as had been swapped into the pizza-delivery Mercury I drove in the middle 1980s. New cars sold in California around this time had these giant emissions-numbers stickers on the side glass. Later, they went on the underside of the hood.

Does Lincoln Zephyr trademark mean a return to real names?

Lincoln's long history includes many legendary names, and despite its short life, Zephyr retains a spot in that pantheon. Perhaps its will return once again: Ford Motor Co. applied to trademark Zephyr on May 11. Trademark filings can have ambiguous meanings, and often they're legal plays to get or keep the rights to a name. But in the last year, we've seen signs Lincoln is looking to use real names on its vehicles again. Obviously, it's keeping Navigator for its flagship sport-utility vehicle with a new model due next year. Reprising Continental for the MKS replacement was also well received. That said, Lincoln still uses the MKX and MKC "names" for its crossovers. Zephyr is a dustier moniker. It was used in the 1930s and '40s on a mid-level model spearheaded by Edsel Ford. The stylishly aerodynamic model was set between the Ford V8 De Luxe and more expensive Lincolns. It returned in 2006 as the Lincoln version of the Ford Fusion before that model was renamed MKZ. Mercury also used Zephyr on its version of the Ford Fairmont in the late 1970s and early '80s. Ford last held a trademark on the Zephyr name in 2013. The filing says Ford seeks to use Zephyr for "motor vehicles and parts and accessories therefor." That could mean a new car — or just parts. Putting the Zephyr badge back on the MKZ is the most likely bet. Meanwhile, Ford also moved to get the Thunderbird trademark on May 11 for the same vehicles and parts purpose, and it filed for the Mustang trademark for shampoo and lotions on May 4. A Lincoln spokesman said, "In the normal course of our business, we file trademarks for names," but had no further information. Related Video:

Report: Lincoln getting all of Mercury's ad dollars

Now that the curtain has closed on Mercury, Ford Motor Company will redirect all of its marketing dollars for the oft-overlooked brand to the Blue Oval's luxury outpost, Lincoln. In speaking to Automotive News, the chairman of the Lincoln National Dealer Council, Bob Tasca, Jr., said, "You'll see a lot stronger presence in the advertising of Lincoln in 2011."
Lincoln spokesperson Christian Bokich reminded AN that the automaker is "preparing the way for seven new or significantly refreshed vehicles" that will be launched over the next four years, and the largest ad blitz in 2011 will focus on the refreshed MKX crossover, as well as the MKZ sedan and its hybrid counterpart. Following that, Lincoln has plans to launch a completely overhauled version of its Navigator SUV, an all-new C-segment vehicle and the overhauled 2013 MKZ, which Tasca says will be "strikingly different from its Ford Fusion sibling."
[Source: Automotive News - sub. req. | Image: John Neff/Autoblog/AOL]Read | Permalink | Email this | Comments