Post by Jeff Roblin on Mar 11, 2007 17:59:54 GMT -5
Magnificent 70's - The American Monarch
written by R. Perry Zavitz and printed in Old Autos (a Canadian newspaper) on May 2, 1994
From 1912 to 1914, and again from 1925 to 1928, Monarch cars were made in England. During the quarter century from 1903 to 1917, five different Monarch cars were made in the United States (which is not a monarchy). Those cars were made in Illinois, New York, Iowa, and Detroit. But we don't know where that first one was made.
In 1946, the Ford Motor Company of Canada introduced another Monarch. It was the car that Canadians took a great liking to until 1961, when it ended.
The Ford Motor Company, headquartered in Dearborn, Michigan, revived the Monarch name on a series of 1975 cars. It formed a new line of compact cars that paralleled the Ford Granada.
Both the Monarch and Comet rode on a 109.9 inch wheelbase, but its 199.9 inch length was three inches longer overall than the Comet. The Monarch was also 3.5 inches wider than the Comet. Just as it was larger outside, the Monarch was a bit roomier inside, and had a larger trunk.
Standard engine in the Comet and Monarch was Ford's 250 cid 72 hp six, and the standard V-8 was the 302 cid 129 hp. However, Monarch also offered the 351 cid 154 hp V-8, which could not be ordered in the Comet. A 3-speed manual transmission was standard, but Ford's Select-Shift Automatic was optional.
The slightly larger size of the car and more powerful optional V-8 suggest that the Monarch was more luxurious than the Comet. Originally, the thought was to replace the Comet with the Monarch. But as the car was being developed, the decision was made to keep the Comet and offer the Monarch as a luxury compact model. As such, it found a new niche in the marketplace.
The interior, which included reclining bucket seats, had luxurious soft vinyl upholstery, and the floor had deep-pile carpeting. High-gloss, simulated wood trim was used on the instrument panel. And that was just in the base model.
Ghia, the higher edition, had vinyl roof padding, simulated burled woodgrain on the window sill mouldings. Available, though optional, were leather seats or cloth with the look and feel of cashmere. Even the trunk floor was carpeted. Monarch was one of The earliest cars to offer a digital electric clock.
Monarch came in just two body types: two and four-door sedan. The styling of the two-door was reminiscent of th club coupes of the latter 40's. Both the two and four-door Monarchs were available in base or extra deluxe Ghia versions.
Don't be misled by th Ghia name. These models were not built by that famous Italian coachbuilder, nor was Ghia involved in any way with these cars. Ford had recently purchased the Ghia company, so owned the name and could use in anyway they wanted.
All Monarchs were made in either Wayne, Michigan or Mahwah, New Jersey. None were made in Canada, but they were imported and sold well. With base prices ranging from $4437 to $5020, over 7600 were sold in its first calendar year. During 1976, sales increased by over 2000.
Though there were was virtually no appearance change for the year, nor mechanical differences, a new model made its appearance, in mid-year. It was the Grand Monarch Ghia, available only as a four-door sedan. Grand Monarch script appeared on the front fenders between the wheel and the front door.
Standard equipment included power steering, power windows, and power four-wheel disc brakes. The Continental Mark IV was the only other American car to offer disc brakes on all four wheels at that time. Also standard were unique seat and door trim, the digital clock, console with warning lights, whitewall tires, and special tail lights.
So naturally, the Grand Monarch Ghia cost more than the Ghia. Its price was $6707, up about $1545 over the 1976 price of the Ghia four-door. It was more expensive than any of the mid-size Mercury Montego models, and even the base full-size Marquis.
Perhaps it was too expensive, because the Grand Monarch Ghia did not return for 1977. The range of Monarchs shifted downward instead. The base and Ghia models continued, but a Special Edition, priced below the base Monarch, made its debut but only on the Canadian market. It was plainer than the base Monarch, omitting such items as wheel covers, and lower body trim. Its bench seats were vinyl upholstered.
Standard engine in the Special Edition and base '77 Monarchs was Ford's 200 cid six which developed 96 hp. For the energy crisis, it was more economical than the larger six. The larger six was optional, and continued as standard in the Ghia version. As usual, the 302 V-8 was optional in all models, but the 351 V-8 could only be ordered in the Ghia.
Prices dropped on the six-cylinder models from $22 to $100 for 1977. The Special Edition sold for $350 to $380 less than the base models. Little wonder then, that the Mercury Monarch increased its Canadian sales, hitting a record 13,600. Yet, there was virtually no appearance change to stimulate sales during the first three years this car was on the market.
Front end styling revisions occurred on the 1978 models, however. The grille, with thin vertical bars, was a little taller. Single rectangular headlights replaced the former single round ones.
Special Edition and base versions continued, but Ghia became an option. Another option was the ESS (European Style Sedan). Its uniqueness were the black grille bars, black window trim and black rocker panels.
The 200 cid six was not available, so the 250 six was standard in all 1978 Monarchs. The 302 V-8 remained optional, but the 351 was gone.
Sales dropped some for the year. The new Mercury Zephyr probably took sales away from Monarch. Replacing the Comet, it was slightly smaller than the Monarch and less expensive, which would appeal to many people who faced the higher cost of the Monarch.
Prices rose on the '78 Monarchs. The range was from $4692 for the Special Edition two-door for $5696 for the four-door with the ESS option. A hefty price jump came with the 1979 Monarchs - between $300 and $400.
With the same appearance, the same models returned for 1979, including the Special Edition built just for Canada. There were no change in engines nor their availabilities.
Sales fell substantially during 1979. It was a slower year for the industry as whole. Monarch's big price hike was not conducive to greater sales either.
This was the last year of the decade. Also, it was the last year for the Special Edition, sold exclusively for Canada. In fact, 1979 was the second to last year for the Monarch series.
During the six model years in the 70's, nearly 50,000 Mercury Monarchs were sold in Canada, That is much more than in any six-year period when the earlier Canadian Monarch was sold, but this latter model was the not the same type of car. Though quite luxurious, it was not a full-size car and did not compete in the middle price class like its previous namesake.
written by R. Perry Zavitz and printed in Old Autos (a Canadian newspaper) on May 2, 1994
From 1912 to 1914, and again from 1925 to 1928, Monarch cars were made in England. During the quarter century from 1903 to 1917, five different Monarch cars were made in the United States (which is not a monarchy). Those cars were made in Illinois, New York, Iowa, and Detroit. But we don't know where that first one was made.
In 1946, the Ford Motor Company of Canada introduced another Monarch. It was the car that Canadians took a great liking to until 1961, when it ended.
The Ford Motor Company, headquartered in Dearborn, Michigan, revived the Monarch name on a series of 1975 cars. It formed a new line of compact cars that paralleled the Ford Granada.
Both the Monarch and Comet rode on a 109.9 inch wheelbase, but its 199.9 inch length was three inches longer overall than the Comet. The Monarch was also 3.5 inches wider than the Comet. Just as it was larger outside, the Monarch was a bit roomier inside, and had a larger trunk.
Standard engine in the Comet and Monarch was Ford's 250 cid 72 hp six, and the standard V-8 was the 302 cid 129 hp. However, Monarch also offered the 351 cid 154 hp V-8, which could not be ordered in the Comet. A 3-speed manual transmission was standard, but Ford's Select-Shift Automatic was optional.
The slightly larger size of the car and more powerful optional V-8 suggest that the Monarch was more luxurious than the Comet. Originally, the thought was to replace the Comet with the Monarch. But as the car was being developed, the decision was made to keep the Comet and offer the Monarch as a luxury compact model. As such, it found a new niche in the marketplace.
The interior, which included reclining bucket seats, had luxurious soft vinyl upholstery, and the floor had deep-pile carpeting. High-gloss, simulated wood trim was used on the instrument panel. And that was just in the base model.
Ghia, the higher edition, had vinyl roof padding, simulated burled woodgrain on the window sill mouldings. Available, though optional, were leather seats or cloth with the look and feel of cashmere. Even the trunk floor was carpeted. Monarch was one of The earliest cars to offer a digital electric clock.
Monarch came in just two body types: two and four-door sedan. The styling of the two-door was reminiscent of th club coupes of the latter 40's. Both the two and four-door Monarchs were available in base or extra deluxe Ghia versions.
Don't be misled by th Ghia name. These models were not built by that famous Italian coachbuilder, nor was Ghia involved in any way with these cars. Ford had recently purchased the Ghia company, so owned the name and could use in anyway they wanted.
All Monarchs were made in either Wayne, Michigan or Mahwah, New Jersey. None were made in Canada, but they were imported and sold well. With base prices ranging from $4437 to $5020, over 7600 were sold in its first calendar year. During 1976, sales increased by over 2000.
Though there were was virtually no appearance change for the year, nor mechanical differences, a new model made its appearance, in mid-year. It was the Grand Monarch Ghia, available only as a four-door sedan. Grand Monarch script appeared on the front fenders between the wheel and the front door.
Standard equipment included power steering, power windows, and power four-wheel disc brakes. The Continental Mark IV was the only other American car to offer disc brakes on all four wheels at that time. Also standard were unique seat and door trim, the digital clock, console with warning lights, whitewall tires, and special tail lights.
So naturally, the Grand Monarch Ghia cost more than the Ghia. Its price was $6707, up about $1545 over the 1976 price of the Ghia four-door. It was more expensive than any of the mid-size Mercury Montego models, and even the base full-size Marquis.
Perhaps it was too expensive, because the Grand Monarch Ghia did not return for 1977. The range of Monarchs shifted downward instead. The base and Ghia models continued, but a Special Edition, priced below the base Monarch, made its debut but only on the Canadian market. It was plainer than the base Monarch, omitting such items as wheel covers, and lower body trim. Its bench seats were vinyl upholstered.
Standard engine in the Special Edition and base '77 Monarchs was Ford's 200 cid six which developed 96 hp. For the energy crisis, it was more economical than the larger six. The larger six was optional, and continued as standard in the Ghia version. As usual, the 302 V-8 was optional in all models, but the 351 V-8 could only be ordered in the Ghia.
Prices dropped on the six-cylinder models from $22 to $100 for 1977. The Special Edition sold for $350 to $380 less than the base models. Little wonder then, that the Mercury Monarch increased its Canadian sales, hitting a record 13,600. Yet, there was virtually no appearance change to stimulate sales during the first three years this car was on the market.
Front end styling revisions occurred on the 1978 models, however. The grille, with thin vertical bars, was a little taller. Single rectangular headlights replaced the former single round ones.
Special Edition and base versions continued, but Ghia became an option. Another option was the ESS (European Style Sedan). Its uniqueness were the black grille bars, black window trim and black rocker panels.
The 200 cid six was not available, so the 250 six was standard in all 1978 Monarchs. The 302 V-8 remained optional, but the 351 was gone.
Sales dropped some for the year. The new Mercury Zephyr probably took sales away from Monarch. Replacing the Comet, it was slightly smaller than the Monarch and less expensive, which would appeal to many people who faced the higher cost of the Monarch.
Prices rose on the '78 Monarchs. The range was from $4692 for the Special Edition two-door for $5696 for the four-door with the ESS option. A hefty price jump came with the 1979 Monarchs - between $300 and $400.
With the same appearance, the same models returned for 1979, including the Special Edition built just for Canada. There were no change in engines nor their availabilities.
Sales fell substantially during 1979. It was a slower year for the industry as whole. Monarch's big price hike was not conducive to greater sales either.
This was the last year of the decade. Also, it was the last year for the Special Edition, sold exclusively for Canada. In fact, 1979 was the second to last year for the Monarch series.
During the six model years in the 70's, nearly 50,000 Mercury Monarchs were sold in Canada, That is much more than in any six-year period when the earlier Canadian Monarch was sold, but this latter model was the not the same type of car. Though quite luxurious, it was not a full-size car and did not compete in the middle price class like its previous namesake.
