Mercury was the brainchild of Edsel Ford. In the 1930s, he saw the opportunity to build a car that would bridge the gap between the average man’s Ford and the expensively opulent Lincoln. Mercury’s market was the upper middleclass, which could afford some luxury in this brand Edsel Ford had hopefully dubbed as the junior Lincoln. Unlike many marques that hit a low during the ‘70s oil crisis, Mercury, with its small and fuel-efficient Capris and Bobcats, was well-received at that time. Mercury’s plummeting sales of late have led to many predictions of the brand’s demise. Ford, however, has always insisted that it has no intention of phasing Mercury and, with it, Edsel Ford’s vision out. Despite the challenges Mercury is facing, it still maintains its reputation for American luxury and quality.