A Ford Lucerne?

[Variant_S]

I learn something new every day.

I caught the tail end of a car show at an Elks Club 4th of July gathering last Saturday. I came across this gem while there. Two-tone, wide whitewalls, curb feelers and beaucoup chrome. What's not to like?

I thought that I knew the Canadian names of U.S. makes, like Laurentian, Parisienne, Acadian, and Beaumont. Apparently, I only knew some of the GM ones.

Monarch was a high-end Ford that was built on a Mercury chassis and sold in Canada. The Lucerne was the mid-level Monarch trim. Ford revived the Monarch name in the 70s as a Mercury.

Hagerty has a pretty good article about the vehicles that were sold by the 'Big Three' in Canada.

 

[Escape08]

Garage kept for 70 years. It's a time machine

 

[CR94]

Did Buick have to buy rights to that name?

 

[gman2304]

Looks like a mid fifties Mercury…..of some sort. Canada?
Edit: Just noticed the OP clarified it’s a Mercury.

 

[Lubener]

Very nice. I love those torpedos on the front bumper.

 

[Escape08]

That car reminds me of the movie Back to the Future and wondering what life really looks like back then

 

[fdcg27]

Did Buick have to buy rights to that name?

Probably only if Ford actually owned commercial use of the name of a Swiss city, which I'd doubt.

 

[Astro14]

Did Buick have to buy rights to that name?

From Ford?

Or from the 700 year old Swiss city?

 

[CorvairGeek]

I believe Lucerne was more commonly known / used as Safeway's (now Albertons' owned) dairy brand.