This week’s historical gem from my newfound collection of original press photos and releases from the 1957 model year comes from Ford’s Mercury brand and trumpets the bold new styling approach for ’57.
The photos are of a handsome 1957 Mercury Montclair Phaeton Sedan. The pillar-less hardtop styling combined with the fact that the rear door handle is hidden in the trim really fools the eye on first glance into thinking that this is a coupe.
In typical marketing department lingo, the full-court press is on touting all of the awesomeness that this car embodies. We especially like the reference to the car’s “silhouette.” This would be akin to talking about the “silhouette” of a UPS truck. The “jet flow bumpers” and “forward-thrust fender hoods” rule.
.jpg "1957 Mercury Montclair Phaeton press release")
