Mercury: The Forgotten Gem of American Automotive Luxury

The cost of Mercury cars varied widely throughout the brand's history and across its model range. As a mid-range luxury brand, Mercury vehicles were typically priced higher than comparable Ford models but lower than Lincoln offerings.

In its later years, before discontinuation in 2011, Mercury's pricing strategy aimed to offer a premium experience at a more accessible price point. For example:

• The Mercury Milan, a mid-size sedan, had a starting price of around €20,000 to €25,000.
• The Mercury Mariner, a compact SUV, was priced from approximately €22,000 to €30,000.
• The Mercury Grand Marquis, the brand's full-size sedan, ranged from about €25,000 to €35,000.

It's important to note that these prices could vary significantly based on trim levels, optional features, and market conditions. Additionally, as Mercury is no longer in production, current prices for used Mercury vehicles can vary greatly depending on factors such as model year, condition, mileage, and local market demand.

The most affordable Mercury model in the brand's later years was typically the Mercury Milan, which was positioned as an entry-level luxury sedan. In its final model year (2011), the base model Milan had a starting price of around €19,000 to €20,000.

However, the final price could vary depending on several factors:

• Engine options: Choosing a more powerful V6 engine over the standard 4-cylinder could add €2,000 to €3,000 to the base price.
• Trim levels: Higher trim levels like the Premier could increase the price by €3,000 to €5,000.
• Drivetrain: Opting for all-wheel drive instead of front-wheel drive could add about €2,000 to the price.
• Additional features: Options like a sunroof, leather upholstery, or advanced audio systems could each add €500 to €1,500 to the total cost.
• Hybrid variant: The Milan was also available as a hybrid, which typically started at a higher price point of around €27,000 to €28,000.

It's worth noting that dealership incentives, negotiations, and regional variations could affect the final price, potentially making even higher-tier models more affordable in some cases.

The most expensive Mercury model in the brand's final years was typically the Mercury Grand Marquis, particularly in its top-tier trim levels. In 2011, the last year of production, a fully-loaded Grand Marquis could reach prices of around €35,000 to €40,000.

The final price of a top-end Mercury Grand Marquis could vary based on several factors:

• Trim level: The highest trim level, typically the Ultimate Edition, could add €5,000 to €7,000 over the base model.
• Luxury features: Options like premium leather upholstery, wood trim accents, and a high-end audio system could each add €1,000 to €2,000 to the price.
• Technology packages: Advanced features like GPS navigation, rear-seat entertainment systems, and driver assistance technologies could increase the price by €2,000 to €4,000.
• Wheel options: Larger, premium wheel designs could add €500 to €1,000 to the cost.
• Exterior enhancements: Special paint finishes or chrome accents could increase the price by €500 to €1,000.
• Performance upgrades: While not common for the Grand Marquis, any available performance enhancements could significantly impact the price.

It's important to note that as a discontinued brand, current prices for used Mercury vehicles, including high-end models like a fully-loaded Grand Marquis, can vary greatly based on factors such as condition, mileage, and collector interest.