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Who’ll Follow Mercury Onto the Automotive Rust Heap?

There are plenty of other troubled brands.

by on Jun.03, 2010

If the 2011 Mitsubishi Outlander doesn't turn things around for the troubled brand its fate, at least in the U.S., will be decidedly uncertain.

Remember Packard?  Or Plymouth?  How about Eagle or Oldsmobile?

A search of the automotive morgue yields the name of more than 800 different brand names that have vanished from the U.S. market alone over the last century.  Some, like Packard and Olds, were immensely popular in their day, the latter General Motors division generating sales of more than a million as recently as the early-1980s.  Others, like Chrysler’s Eagle, were ill-conceived ventures that were given mercifully little time before being pulled from the market.

As Ford’s announcement that it will finally pull 71-year-old Mercury off life support underscores, the ongoing automotive sales crisis has led to the demise of more automotive brands than at any time since the Great Depression.  The question, analysts ask, is whether still more nameplates could vanish in the coming years?

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Is there room for a Suzuki, Mitsubishi or Saab, as well as Ram and Fiat?

(Click Here for more on Mercury’s demise. More on vanishing brands on the next page.)


Book Review: Detroit Area Test Tracks

A pictorial history of America’s first auto proving grounds.

by on Jan.18, 2010

The integral role that automobiles played in American life.

The move from street testing to dedicated facilities for automobiles took place in the early decades of the last century.

Because of what could be the first recall in the industry – copper cooled Chevrolets without radiators in 1923 – General Motors established its Milford, Michigan, proving grounds in 1924 and set about to standardize the testing of vehicles under controlled conditions, work that is still done there.

Packard followed in 1927, as did Studebaker. It took Ford Motor a decade more to catch up with what is now standard practice.

As part of what’s called the “Images of America” series of books from Arcadia Publishing, senior editor Mike Davis has culled images from many sources, predominately the National Automotive Historical Collection (NAHC) at the Detroit Public library, and come up with Detroit Area Test Tracks.

Towing a driverless Bel Air for a rollover test.

This 128-page pictorial history of engineering laboratories — commonly called test tracks — has just gone on sale. It is a quick, easy read.


Moreover, the photos are vivid reminders of the integral role that the automobile and automobility has played in American life.

It’s also a modest celebration of the can-do pioneering engineering spirit that made the United States the “Arsenal of Democracy” during WW2 (another Davis book) and the industrial power it still is today, albeit a waning one.