The 1960 Mercury Comet
World War II had ended in 1945. By the 1950s, the United States was a global industrial leader. A devastated Europe was gaining traction and exporting a wide variety of vehicles from small economy cars to powerful sports cars. The resurgence of the automotive industry abroad painted the backdrop for the release of the 1960 Mercury Comet.
The Background Behind the Release
Reeling after taking significant losses because of the release of the Edsel, Lincoln-Mercury was apprehensive about releasing any new products. The Dearborn based automotive company experienced significant leadership changes while still trying to earn a profit with other Mercurys and Lincolns which had unimpressive sales.
In the 1950s, one of Henry Ford’s ambitions was to compete directly with General Motors, the market leader of the auto industry at the time. This motivation was the driving force behind the decision to subdivide the Ford Motor Company into five separate divisions. GM was doing something similar.
Upper management agreed there would be distinct divisions for Lincoln, Ford, and Mercury in addition to a new Continental and Special Products groups which would give rise to the Edsel a few years later. The Mercury Division was run by Francis Reith who quickly set out to make the brand as unique as possible. Reith was one of the “Whiz Kids” who were a group of U.S. Air Force veterans of WWII. Part of a management science program within the Air Force, all ten became executives at Ford in 1946.
But Reith’s futuristic styling did not translate into sales. He was fired, and Lincoln and Mercury were united to form one division. Within a matter of days, the Edsel was available to customers. Just as quickly, dismal sales were apparent. By 1958, the car was officially a disappointment.
A Comet Sails Through the Sky
The “space race” was just starting and the company wanted a name that had a celestial theme and represented speed. Comet seemed very appropriate (though the title had to be bought from a manufacturer of ambulances and hearses).
Ford’s ailing Lincoln-Mercury division needed an inoculation. By the fall of 1958, engineering had started for the Mercury Comet. Essentially, the Comet was a modified and repurposed Edsel with a wider wheelbase which translated into more room for passengers in the rear seat. Attractive, yet conservative, improved styling adorned the front of the vehicle. A variation of the Edsel’s “horse collar” grille was suggested, but eventually rejected.
The Comet’s profile was enticing and stylish for the time with its stainless spear that ran the length of the vehicle’s side. The most striking view of the car was from the rear. It sported elliptical tail lights like the ones seen on full-sized sedans or coupes, but the lights were at an angle to follow the slant of the compact car’s fins.
The Comet was launched in 1960, a year after the release of the Ford Falcon so the two would not compete against one another. Available in 11 colors, the Comet’s price was as high as $2,365 for the four-door station wagon and as low as $1,998 for the two-door sedan.
By the conclusion of its debut season, the Comet was considered a success with just over 116,000 cars produced, which was quite a feat for a previously unreleased vehicle.
A Comet Falls to Earth
Nothing good lasts forever. Sales declined in 1962, but the Comet remained the top performer in Mercury’s product line. By the summer of the same year, the Comet played a significant part in turning Mercury’s red ink to black.
