Monarch was an

automobile A car or automobile is a motor vehicle with Wheel, wheels. Most definitions of ''cars'' say that they run primarily on roads, Car seat, seat one to eight people, have four wheels, and mainly transport private transport#Personal transport, pe ...

marque A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

first sold by

Ford Canada Ford Motor Company of Canada, Limited ( French: ''Ford du Canada Limitée'') was founded on August 17, 1904, for the purpose of manufacturing and selling Ford automobiles in Canada and the British Empire. It was originally known as the Walkerville ...

in 1946. It was produced through 1957 and revived for 1959 to 1961.

The cars

The first Monarchs debuted in 1946, as contemporary Mercury models with Canadian market-specific trim, unique grilles, taillights and other trim to marginally differentiate them from their Mercury relatives. Monarch model names included Richelieu, Lucerne and Sceptre; these were variations of the

Mercury Eight The Mercury Eight is an automobile that was marketed by the Mercury division of Ford between 1939 and 1951. The debut model line of the Mercury division, Ford slotted the full-size Mercury Eight between the Ford Deluxe (later Custom) model lin ...

(later the

Monterey Monterey (; es, Monterrey; Ohlone: ) is a city located in Monterey County on the southern edge of Monterey Bay on the U.S. state of California's Central Coast. Founded on June 3, 1770, it functioned as the capital of Alta California under both ...

), Montclair and

Park Lane Park Lane is a dual carriageway road in the City of Westminster in Central London. It is part of the London Inner Ring Road and runs from Hyde Park Corner in the south to Marble Arch in the north. It separates Hyde Park to the west from May ...

models, respectively. The Monarch line provided Canadian Ford dealerships a product to sell in the medium-price field, similar to Ford of Canada offering the

Meteor A meteoroid () is a small rocky or metallic body in outer space. Meteoroids are defined as objects significantly smaller than asteroids, ranging in size from grains to objects up to a meter wide. Objects smaller than this are classified as micr ...

line of lower-price vehicles which were actually Ford models with Mercury-like trim and model names. This was typical practice in the Canadian market, where smaller towns might have only a single dealer who was expected to offer a full range of products in various price classes. The Monarch line of vehicles was dropped for 1958 when the

Edsel Edsel is a discontinued division and brand of automobiles that was marketed by the Ford Motor Company from the 1958 to the 1960 model years. Deriving its name from Edsel Ford, son of company founder Henry Ford, Edsels were developed in an effor ...

was introduced, but the poor acceptance of the Edsel led Ford to reintroduce Monarch for 1959. With a drop in medium-priced vehicle sales in the early 1960s, and the introduction of the similarly priced

Ford Galaxie The Ford Galaxie is a full-sized car that was built in the United States by Ford for model years 1959 through to 1974. The name was used for the top models in Ford's full-size range from 1958 until 1961, in a marketing attempt to appeal to the e ...

, the Monarch brand was dropped again after the 1961 model year, with approximately 95,450 cars built in 15 years.

References

{{DEFAULTSORT:Monarch (marque) Rear-wheel-drive vehicles 1950s cars Cars introduced in 1946 Cars of Canada Defunct companies of Ontario Luxury motor vehicle manufacturers Ford Motor Company of Canada

Monarch A monarch is a head of stateWebster's II New College DictionarMonarch Houghton Mifflin. Boston. 2001. p. 707. Life tenure, for life or until abdication, and therefore the head of state of a monarchy. A monarch may exercise the highest authority ...

Coupés Sedans Station wagons 1960s cars Defunct manufacturing companies of Canada Ford Motor Company Marques