Edsel Ford and Henry Ford at a Preview of 1939 Mercury Cars, Ford Rotunda, 1938

Summary

Ford Motor Company introduced its Mercury line for 1939, priced midway between the basic Ford and the upscale Lincoln. The move followed General Motors' successful strategy of "a car for every purse and purpose." The Mercury brand was championed by Edsel Ford who, more than his father Henry, recognized the growing need for a broader product line.

Ford Motor Company introduced its Mercury line for 1939, priced midway between the basic Ford and the upscale Lincoln. The move followed General Motors' successful strategy of "a car for every purse and purpose." The Mercury brand was championed by Edsel Ford who, more than his father Henry, recognized the growing need for a broader product line.

Artifact

Photographic print

Date Made

24 October 1938

Subject Date

24 October 1938

Collection Title

General Photographs Series 

 On Exhibit

By Request in the Benson Ford Research Center

Object ID

P.833.70914.5

Credit

From the Collections of The Henry Ford. Gift of Ford Motor Company.

Material

Paper (Fiber product)
Linen (Material)

Technique

Gelatin silver process

Color

Black-and-white (Colors)

Dimensions

Height: 8 in

Width: 11 in

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