Pick of the Day: 1950 Mercury Monarch six-passenger coupe – Diego Rosenberg @ClassicCars.com

Pick of the Day: 1950 Mercury Monarch six-passenger coupe – Diego Rosenberg @ClassicCars.com

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Ford of Canada brands a Mercury mutant

A few days ago, our Pick of the Day was a Pontiac Parisienne, a Poncho unique to the Canadian market. This time, the Pick of the Day is another unique Canadian, a Monarch six-passenger coupe listed for sale on ClassicCars.com by a private seller in Pasadena, California. (Click the link to view the listing) 

As mentioned in the story of the Parisienne, Canada had tariffs on cars imported from the U.S., so several interesting vehicles developed that were only available to Canadians. Additionally, in the case of Monarch, Ford of Canada started a unique brand to give Ford dealerships more breadth of models, especially in a different price class. To you Yankees out there, Canada may seem an equivalent country today but, in the not-too-distant past, Canada was not as well developed as the U.S., and having one dealership with several brands was the norm because it could be miles and miles to the next dealership.

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