In the old way of doing things, automakers thought they needed multiple divisions to appeal to all levels of the marketplace.  Following GM’s lead, Ford and Chrysler added divisions and dealerships in an attempt to compete on a level playing field with each other.  Ford’s next step up was Mercury.  Named for a Roman deity known for being the god of travelers (among many other things), this division achieved great popularity due to cars like this 1948 Mercury convertible.  Found by faithful reader Michael, this sun baked drop top is currently for sale on craigslist out of Wimer, Oregon.  While the car’s condition looks rough, this fairly rare convertible is said to have no body rot.  So, if it is solid, is this Mercury worth the $8,500 asking price?

While Mercury occasionally offered bodies that they could call their own, the division usually sold vehicles that wore modified Ford bodies.  The Mercury we see here drew heavily from the Ford parts bin, but there were enough trim and body changes to clearly distinguish it from its lower priced brother.  These additions gave the car a heavier, richer look.  Unfortunately, all that excess can be seen as too much of a good thing by some eyes.  While a Ford convertible of the same vintage has that just right look, these Mercurys just don’t have the same honest handsomeness.

Another disadvantage is a scarcity of the parts that differ from the same year Ford’s pieces.  Mechanicals are basically the same, but you are in trouble if you need some missing chrome pieces or, heaven forbid, a front fender.  One could look at that glass as half full as well.  Surviving Mercurys from the immediate postwar period are seldom seen, and convertibles even more so.  If you wanted a rare car to restore, then this one might just fit the bill.

The seller tells us that the car is nearly complete and has minimal body damage.  The damage we see in the pictures appears limited to minor dents and surface rust.  Unfortunately, not much more information is given in the ad.  It would be nice to have some pictures of the floor, and a few shots of the undercarriage would go a long way in justifying the price.  For a car that has a rotted away convertible top still in the “up” position, I don’t think giving prospective purchasers a little more to go on is out of line.

The one decent picture we have of the interior shows us that this car was well equipped.  Amazingly, the radio, clock, and heater have survived intact after all these years.  These are desirable items, and Mercury collectors would pay good money for rebuildable examples.  The stainless steel trim looks very salvageable, and the steering wheel is amazingly intact.  Form what we can see, only a few cracks would have to be repaired during the refinishing process.  Hopefully the glove box door, windshield surrounds, and ash tray lid are lying somewhere in the car.

Under the hood is the ubiquitous Flathead V-8 that powered so many domestic Ford products from 1932 through 1953.  If this engine is the one installed at the factory, then it is rather special.  In 1948, Ford began offering a 255 cubic inch Flathead in Mercurys only.  This engine differed from the standard Ford engine in that it had a crankshaft with a 4 inch stroke.  From the factory, it put out 110 horsepower and 200 lb-ft of torque.  These engines became a favorite of hot rodders looking for every cubic inch of power they could find, and the cranks are highly desirable in Flathead circles.  This one looks like it hasn’t been blasting down the boulevard for quite a while.  It is, however, quite intact minus the missing air cleaner.  Given that this is an Oregon car, a close look for freeze damage would be in order.

Despite the rough but ready exterior, this may not be a bad buy.  While the overall look is a bit over the top some, Mercurys of this era were reliable cars with proven drivetrains.  They are very popular among early Ford V-8 collectors, and the desirability of a convertible top is an obvious plus.  A closer look is warranted if you are serious, but it looks like what we can see in the pictures justifies the asking price.  Finding any missing parts would be a bear, but the end result would likely be worth the hassle.