View source for Merkur

{{Short description|Defunct automobile brand of the Ford Motor Company}}
{{Distinguish|Mercury (automobile)}}
{{Other uses}}
{{More citations needed|date=June 2022}}
{{Infobox brand
| name           = Merkur
| logo           = Merkur ford brand logo.png
| logo_size   = 
| image          = 
| image_upright  = 
| alt            = 
| caption        = 
| producttype    = [[Automobile]]
| currentowner   = [[Ford Motor Company]]
| producedby     = Ford Motor Company
| country        = U.S.
| introduced     = November 1983
| discontinued   = {{end date and age|1989|9|16}}
| related        = [[Lincoln Motor Company|Lincoln]]<br>[[Mercury (automobile)|Mercury]]
| markets        = North America 
| previousowners = 
| trademarkregistrations = 
| ambassadors    = 
| tagline        = 
| website        =  
| module         = <!-- or: misc -->
| module1        = <!-- or: misc1 -->
| footnotes      = 
}}
'''Merkur''' ({{IPA|de|mɛʁˈkuːɐ̯}}, ''[[Mercury (planet)|Mercury]]'') is a North American brand of automobiles marketed by the [[Lincoln Motor Company|Lincoln]]-[[Mercury (automobile)|Mercury]] division of [[Ford Motor Company]] for model years 1985–1989. Drawing its name from the German word for Mercury, Merkur, the brand targeted buyers of European [[executive car]]s, marketing two [[captive import]] models manufactured by [[Ford of Europe]]'s [[Ford Germany|German division]].<ref>[https://www.makesthatdidntmakeit.com/merkur Merkur: What's In a Name]</ref>

Following the 1989 model year, Lincoln-Mercury withdrew Merkur, making it one of the most short-lived automotive brands in modern American automotive history, lasting one model year longer than the [[Edsel]].

== Background ==
During the late 1970s and early 1980s in the United States and Canada, buyer preferences in the luxury-vehicle segment began shifting from once traditional Cadillac, Lincoln and Chrysler models towards more European-produced and inspired vehicles.  As a response, the [[Automotive industry in Japan|Japanese automotive industry]] launched luxury-oriented brands developed for North America, including Honda's [[Acura]] brand launched in 1985 and Nissan and Toyota launching [[Infiniti]] and [[Lexus]], respectively, in 1989.

In its own response, Ford created the Merkur brand in November 1983 with an expected launch for the 1985 model year.  Instead of developing all-new products, Merkur adapted vehicles from Ford of Europe to meet American safety and emissions regulations. During the 1970s, the [[Mercury Capri]] had been imported from West Germany, becoming the most-imported car in the United States behind the [[Volkswagen Beetle]].

In the initial launch of Merkur, approximately 800 Lincoln-Mercury dealers signed on to represent the brand.  Advertising and PR materials urged using the [[German language|German]] pronunciation of the brand name, German for ''Mercury'', and vehicle emblems highlighted their manufacture by ''Ford Werke AG-Cologne, West Germany'' ([[Cologne Body & Assembly]]).

==Models==
Merkur marketed two models: the three-door [[Merkur XR4Ti|XR4Ti]] hatchback and the five-door [[Merkur Scorpio|Scorpio]] hatchback. North American regulations dictated numerous modifications, including 5-mph bumpers, FMVSS 108-compliant headlamps, and an instrument panel with non-metric gauges.

===XR4Ti===
{{main|Merkur XR4Ti}}
[[File:MerkurXr4ti.JPG|thumb|Merkur XR4Ti]]
Introduced for 1985 as the introductory Merkur vehicle, the [[Merkur XR4Ti]] was a performance-oriented hatchback. Sized nearly identically to the [[Ford Mustang (third generation)|Ford Mustang]] hatchback, the XR4Ti was a slightly rebodied version of the [[Ford Sierra#Special-edition models|Ford Sierra XR4i]],<ref>{{Cite web |title=Ford Merkur XR4Ti, el Ford Sierra americano: Los olvidados juguetes americanos de los 80 (I) - Sexta Marcha |url=https://www.sextamarcha.net//post/ford-merkur-xr4ti-el-ford-sierra-americano |access-date=2023-09-18 |website=www.sextamarcha.net |language=es}}</ref> the mid-range sporting model of the Sierra.  Its name highlighted its turbocharged engine (see below), eschewing anything that might conflict with General Motors' branding, e.g., the [[GMC Sierra]] and [[Oldsmobile Cutlass Ciera]] nameplates.   

Its engine was a modified version of the a 2.3L turbocharged inline-4 used by the [[Ford Mustang SVO]] and the [[Ford Thunderbird (ninth generation)|Ford Thunderbird Turbo Coupe]], with its intercooler deleted. The engine made {{convert|175|hp|kW}} when paired with a 5-speed manual transmission and {{convert|145|hp|kW}} with a 3-speed automatic transmission.  

The body of the XR4Ti was shared with the Sierra XR4i, modified for American regulations and using the C-pillar windows of the 5-door Sierra and opening rear quarter windows behind the front doors. In line with the Sierra XR4i, the Merkur XR4Ti was distinguished by a large biplane rear spoiler, similar to that of the Ford Mustang SVO.

Adapting the Merkur XR4Ti for North American sale required final assembly by specialty manufacturer [[Karmann]] in [[Rheine|Rheine, West Germany]]. Prior to the 1988 introduction of the Merkur Scorpio, the XR4Ti was the sole Merkur model. In early 1989, the XR4Ti was discontinued.

===Scorpio===
{{main|Merkur Scorpio}}
[[File:Merkur Scorpio 2.9 Ghia (35762979256).jpg|thumb|[[Merkur Scorpio]]]]
Introduced in mid-1987 as a 1988 model, the Merkur Scorpio targeted the [[Executive car|executive sedan]] segment.  Recalling the styling of the [[Mercury Sable]] and [[Ford Taurus (first generation)|Ford Taurus]], the Scorpio was an extended-wheelbase version of the Ford Sierra, making it the largest car sold by Ford of Europe.    

As an entry-level luxury car, the Merkur Scorpio competed against sedans including the  [[Acura Legend]], [[Audi 100]], [[Mercedes-Benz W124|Mercedes-Benz 190E]], [[Saab 9000]], [[Sterling (marque)|Sterling 827]], and [[Volvo 700 Series#Volvo 740|Volvo 740]].  In sharp contrast to many of its competitors, the Scorpio was offered only as a 5-door hatchback (a configuration otherwise only offered by Saab and Sterling in North America).  The model offered an optional Touring Package upgrade.  

The Merkur Scorpio (unlike the XR4Ti) was assembled on the Ford Cologne assembly line in West Germany.  The body was largely unchanged for North America, with the exception of 5-mph bumpers, and US-market bumpers; Merkurs are also distinguished by badging and full-width taillamps.  Powertrain modifications were minimal, as the 2.9L V6 was an engine used in North America (by the Ranger and Bronco II). While a 5-speed manual transmission was standard, nearly every Scorpio sold was equipped with a 4-speed automatic transmission.  

One of the shortest-lived vehicles ever produced by Ford Motor Company, the Merkur Scorpio was discontinued at the end of the 1989 model year, marking the end of the Merkur brand.

==Discontinuation==
{{unreferenced section|date=September 2025}}
In the United States and Canada, Merkur was ultimately not considered a success by Ford.  Projected to sell 15,000–20,000 vehicles annually, the brand only sold 26,000 XR4Tis in its first two years; sales declined nearly 50% for 1987.  On average, each Lincoln-Mercury dealer would sell one to two Merkur vehicles each year.  

Several factors led to the slow sales of the Merkur line, including an unfavorable exchange rate between the dollar and the West German [[Deutsche mark]], leading to unstable pricing. By 1989, the Merkur Scorpio rivaled the Lincoln Town Car in price, despite its strong visual resemblance to the far more affordable Mercury Sable.  Alongside the lack of sales from either the Scorpio and the XR4Ti, the fate of the Merkur line was ultimately sealed by passive restraint requirements in North America.  To bring the two vehicles into compliance for 1990, the two vehicles would have required the addition of airbag(s) or a passive restraint system (automatic seatbelts), requiring an expensive redesign for both model lines (the Ford Sierra and Ford Scorpio did not receive airbags until their 1993 and 1994 replacements, respectively).  

As slow sales of the brand did not justify the expense of such a redesign, Ford withdrew the XR4ti in early 1989, with sales of the Scorpio ending at the end of the model year.

==References==
{{reflist}}

== External links ==
{{Commons category}}
* [http://www2.merkurclub.net/ Merkur Club of America]

{{Merkur timeline}}
{{Ford Motor Company}}

[[Category:Merkur vehicles| ]]
[[Category:Ford Motor Company]]
[[Category:Ford of Europe]]
[[Category:Ford Motor Company of Canada]]
[[Category:1980s cars]]
[[Category:American brands]]
[[Category:Defunct brands]]
[[Category:Defunct motor vehicle manufacturers of the United States]]
[[Category:Vehicle manufacturing companies established in 1983]]
[[Category:Vehicle manufacturing companies disestablished in 1989]]
[[Category:1983 establishments in the United States]]
[[Category:1989 disestablishments in the United States]]
[[Category:Ford Motor Company marques]]
[[Category:Luxury motor vehicle manufacturers]]