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Edsel Ford believed there was a golden marketing opportunity to produce a line of vehicles that would fill the price gap between Ford and Lincoln. The vehicles would be large, stylish and modern, yet still economical.

Edsel originally had many ideas about what to name his new vehicle line. After much deliberation, he chose the Roman god, Mercury - the fleet-footed winged messenger and god of commerce who symbolized dependability, eloquence, speed and skill.

Bob Gregorie, Ford's first design chief, worked closely with Edsel to develop the first Mercury, the Mercury Eight. Its 95-horsepower engine offered 10 more horsepower than the Ford V-8, making it a robust performer. Design-wise, the Mercury Eight was considered to be among the most aerodynamic cars of its era. It was one of the first Ford production cars designed using a full-scale clay model. Dubbed The Super Ford, the Mercury Eight boasted the industry's first two-spoke steering wheel. In 1939, production reached more than 17,000 vehicles.

Rethink what you demand of a car. A car that undergoes 650 checks for quality. A car where safety features like six airbags and Electronic Stability Control and Anti-Lock Braking System (ABS) come standard. A car that combines performance and quality and design and innovation into a complete package.

Rethink endurance. Rethink commitment. Rethink expectations.

Porsche, there is no substitute.