Ongoing Monarchy - 1977 Mercury Monarch

The Mercury Monarch was styled specifically to compete against an emerging luxury player in the American automotive marketplace, the Mercedes-Benz. The Monarch was a close brand relative of the Ford Granada, and both cars shared a platform kinship with the Ford Maverick despite their more elegant appearances. The Monarch packed the same "precision size" of the Granada but boasted smoother travel with a "Ride-Engineered by Lincoln-Mercury."

So important was this ad copy comparison to the overseas competition that "precise" and "precision" were mentioned no less than four times in the opening of the 1977 Mercury Monarch dealer promotional brochure. The Granada sold briskly from its debut in 1975, with over 300,000 precision-size cars rolling out of Ford's factory in the same year. The Monarch followed, with total Monarch production, which ran from 1975 to 1980, totaling 575,567 units.

The Monarch came in two body styles: two-door and four-door sedan. The base engine was Ford's 200-cu in 96 hp straight-six. A larger 98 hp straight-six displacing 250 cubic inches was optional, as was a 302-cu in V-8 that developed 134 hp. All engines used Ford's DuraSpark solid-state ignition system for easy starting and maintenance.

Although the Monarch was aimed at higher income buyers than the Granada, the standard transmission was still a four-speed overdrive manual; the three-speed automatic was optional. Manual front discs were also standard with power assist and rear disc brakes being optional.

One of the reasons the Monarch had such a nice comfortable ride was due to its strong unitized body structure. Its wheelbase was 109.9 inches long and featured coil springs up front with an anti-roll bar, while the rear suspension was made up of a solid axle design with semi-elliptical springs that were more than four feet in length. The rear shocks were staggered in position to help reduce wheel hop, while aiding in increased traction under acceleration. The latest radial tires, in 14-inch size, were fitted all around to help increase cornering and steering performance.

Carl August's mom was one of those people who purchased a precision-sized 1975 Monarch, and so it was that Carl learned to drive behind the wheel of the American Ford with European style. Mom's Granada was a straight-six-powered model with a column-mounted three-speed manual.

The Monarch is unencumbered by any vinyl roof covering.

Carl caught sight of our feature 1977 Mercury Monarch while out with his mom running around on some errands. The Monarch sat on the lot at Morris Ford in Burnt Hills, New York, on trade-in after the previous owner stepped up to a Crown Victoria. The year was 1991. Carl negotiated an on-the-spot cash deal for the car as the dealership was about to close for the day. "I was drawn to this Monarch because I always liked the car, and I like the color blue."

So began Carl's ongoing relationship with the royal-hued Monarch, which is now running past two decades of benevolent rule. Carl first figured he scored an economical daily driver, and decided to drive it until such time the car expired. Intents change after 20 years of ownership. As the existing supply of Monarchs diminishes, people are surprised and even happy to see any Monarch--especially one in original condition.

"I think it's the oddity of it. You see more Granadas around than you do Monarchs. I always liked the car, for sentimental value more than anything else. It's a fun car to drive--especially now that it's about 37 years old. When I do bring it to a car show or even just drive it around, the looks that people give you are just amazing compared to when I bought the car when it was just 14 years old. I'm not saying it's a popular car, but the Monarch is getting recognition. That's what's neat about it now."

On average, the Monarch sees 500-800 miles per year depending on events. It remains in original condition as a result of a combination of garage storage and on-going use. Carl drove the Monarch through the Nineties, and then purchased what some consider the ultimate development of the Ford Panther platform in the early Oughts: a Mercury Marauder.

The Monarch was unintentionally exiled for about eight years while Carl enjoyed driving his Marauder. The interior is as it was when the car was new. The previous owner did not smoke, and regular storage, along with basic car care and regular cleanings, have kept the inside looking new. The Seventies-era plastics, vinyl and other space age polymers have held up surprisingly well for a car that was not only driven daily, but still sees the entire family along for the ride when it comes time to venture out to any car show up and down the eastern seaboard or points west.

The 302-cu.in. V-8 engine is as original as it gets. The two-barrel carburetor had to be rebuilt due to age and gasket decay, but the rest of the engine is as Ford first assembled it, right down to the spark plug wires. The C-4 three-speed automatic transmission is working perfectly, just as it did from day one.

Once a year, the Monarch goes into the dealership for a genuine Motorcraft oil and filter change. The trip turns out to be an economical choice, as Carl keeps the car registered and ready to roll at all times, which in New York State requires an annual vehicle inspection. "I kill two birds with one stone. I get it inspected too."

The 302-cu in V-8 is a solid performer and all-original, save for a carburetor rebuild and a new set of spark plugs. The spark plug wires are original equipment.

While the Monarch and Granada shared Maverick engineering, the brakes were updated. The front disc and rear drum brake combination works without drama to slow the car down in modern traffic. In fact, the superiority of these '70s-era brakes caused many a Granada and Monarch to be liberated of them for use as a Ford factory upgrade for '60s-era Mustangs and Mavericks. The factory-issue shock absorbers and original Firestone tires were replaced when Carl acquired the car.

The car is a driver, and while comparing it to a Panther-platform Marauder is unfair, Carl says the Monarch is a competent handler with mild road manners. The Thruway is no problem for the Monarch, even with the entire family and their luggage aboard. Miles drift by in comfort and style, though Carl puts the car in its context of time while driving. "It's not set up like a race car by any means, but it handles around the curves," Carl explains. "In the 20-some-odd years I've owned it, I've never had a steering problem. It still has the original suspension in it."

The condition of the car, combined with the passing of time and other Monarchs changed not only Carl's outlook on the state of the Monarchy, but also how others view the car. The clean three-box design sets it apart from the egg-shaped cars of the modern world, and the general public pays notice to this audience with the king. "I don't think I would change anything," Carl states. "This is not going to be a big high-money car, but it does have an obscurity. These cars were all over the place at one time. Now, if you see any of them on the road, you usually see more Granadas than you do Monarchs."

We're not afraid to drive the car the distance. I like to do a lot of Ford shows. You would be amazed at how many cars from the mid-'70s are slowly starting to show up.

The Monarch has returned to the road from its garage exile, and is taken out on the show circuit whenever possible, including recent trips to Rhode Island for a Ford show. "We're not afraid to drive the car the distance. I like to do a lot of Ford shows. You would be amazed at how many cars from the mid-'70s are slowly starting to show up."

Carl's plans for the future are the same as they have always been, preserving the ongoing Monarchy and sharing the car with everyone he can by taking it out and driving it. "It's a great car to drive, especially with my family. It's wonderful to see people stop and look at the car. It's really fun."

The clean three-box styling of the Monarch has held up well with the passage of time. The Monarch is warmly welcomed with each appearance on the road or at the car show.