When U.S. automobile production resumed after World War II, eager buyers scooped up warmed-over prewar models while advertising agencies cleverly avoided the phrase, “all new.”
Take Mercury, for instance. The division’s pitch for 1946 was “Step out with Mercury.” It was simple enough, and the mid-priced branch of Ford Motor Company promptly sold 86,603 cars. A year later, “More of everything you want” became the company’s slogan. Sure, the instrument panel dials had been updated, interior hardware was now finished in chrome (as was the grille surround), hub caps had been revised, and there was a new nameplate on the hood, but there was nothing “more” to Mercury. With little effort at the factory and the swipe of an artist’s brush, another 86,383 units were built during the model year.
By then, Mercury’s boardroom was aware that its vastly redesigned cars would be ready for production in late summer 1948. Thus, the ’48 Mercurys, like this Model 76 Club Convertible, entered showrooms with little fanfare.
The Club Convertible was now one of four body styles offered by Mercury, the others being a two-door Sedan Coupe, four-door Town Sedan, and a Station Wagon. In a calculated move, the exceptionally poor-selling two-door Coupe had been dropped in anticipation of the forthcoming redesign. Not unexpectedly, each retained the same grille design from the previous year, topped by running lamps flanking the pronounced hood. Front and rear fender trim was identical to that used a year prior, and a split windshield remained. The Club Convertible’s top was available in either “natural” or black-tinted fabric.
The 1948 line of Mercurys continued to utilize the division’s 239.4-cu.in. flathead V-8 engine, which had been upgraded a year prior with the use of lightweight, four-ring aluminum pistons, and carried a factory rating of 100 hp. Likewise, a column-shifted three-speed manual transmission was standard equipment. A full set of 12-inch hydraulic drum brakes managed stopping force, while passenger comfort was handled by “slow-acting springs” and shocks
