Saturday, December 21, 2013

1957 Monarch Richelieu


1957 Monarch Richelieu from Canada, basically a rebadged Montclair.

The Monarch was a Mercury in Canada, we had both Monarch and Mercury here at the time, the Monarch was sold at Ford dealers and the Meteor was a slightly design tweaked Ford sold at
Mercury-Lincoln dealerships in Canada. The Monarch Richelieu is basically the Mercury Montclair. They also sold Mercury M-Series trucks at Mercury-Lincoln dealerships, they did this because our dealers were often far apart in Canada back then, so a town or area might only have a single Ford or a single Mercury-Lincoln dealer, and they didn't wanna sell Fords beside higher end Mercury-Lincoln cars but they still wanted something priced under the Mercury, so they took the Ford and made it more upscale slightly in design and that was Meteor and they took a Mercury and slightly tweaked the design and that was a Monarch. The Monarch was sold along Fords at the Ford dealerships. So Monarch was based on the Mercury and the Meteor was based on a Ford.