Zephyr

Zephyr (pronounced zef-uhr (U) or zef-er (non-U))

(1) A gentle, mild breeze, considered the most pleasant of winds.

(2) As a literary device, the west wind personified which should be used with an initial capital letter and not capitalized if referring to some gentle waft.

(3) Any of various things of fine, light quality (fabric, yarn etc), most often applied to wool.

(4) The usual (Westernised) spelling of Ζεφυρος (Zéphuros or Zéphyros), the Greek and Roman god of the west wind.  The Roman name was Zephyrus, Favonius.

(5) A model name used on various cars produced by the Ford Motor Company, including some under the Lincoln and (the now defunct) Mercury brands.

Circa 1350: From the Middle English zeferus & zephirus, from the Old English zefferus, from the Latin zephyrus, from the Ancient Greek Ζέφυρος (Zéphuros or Zéphyros) (the west wind), probably from the Greek root zophos (the west, the dark region, darkness, gloom).  The Latin Zephyrus was the source also of zéphire (French), zefiro (Spanish) and zeffiro (Italian).  The plural is zephyrs and the derived term is zephyrette (capitalised and not); the alternative spellings were zephir & zefir.  The casual use in meteorology dates from circa 1600.  While, as Zephyr, classically something warm, mild and occidental, zephyr can be used to refer to any gentle breeze or waft where the wish is to suggest a wind not strong as in a gust, gale, cyclone, blast, typhoon or tempest, the adjectival form being zephyrean.

Cupid and Psyche (1907) by Edvard Munch (1863–1944).

In Greek mythology, Ζεφυρος (transliterated as Zéphuros or Zéphyros) was the god of the west wind, one of the four seasonal Anemoi (wind-gods), the others being his brothers Notus (god of the south wind), Eurus (god of the east wind) and Boreas (god of the east wind).  The Greek myths offer many variations of the life of Zephyrus, the offspring of Astraeus & Eos in some versions and of Gaia in other stories while there were many wives, depending on the story in which he was featured.  Despite that, he’s also sometimes referred to as the “god of the gay”, based on the famous tale of Zephyrus & Hyakinthos (Hyacinthus or Hyacinth).  Hyacinth was a Spartan youth, an alluring prince renowned for his beauty and athleticism and he caught the eye of both of both Zephyrus and Apollo (the god of sun and light) and the two competed fiercely for the boy’s affections.  It was Apollo whose charms proved more attractive which left Zephyrus devastated and in despair.  One day, Zephyrus chanced upon the sight of Apollo and Hyacinth in a meadow, throwing a discus and, blind with anger, sent a great gust of wind at the happy couple, causing the discus to strike Hyacinth forcefully in the head, inflicting a mortal injury.  Stricken with grief, as Hyacinth lay dying in his arms, Apollo transformed the blood trickling to the soil into the hyacinth (larkspur), flower which would forever bloom in memory of his lost, beautiful boy. Enraged, Apollo sought vengeance but Zephyrus was protected by Eros, the god of love, on what seems the rather technical legal point of the intervention of Zephyrus being an act of love.  There was however a price to be paid for this protection, Zephyrus now pledged to serve Eros for eternity and the indebted god of the west wind soon received his first task.  There are other tales of how Cupid and Psyche came to marry but in this one, with uncharacteristic clumsiness, Cupid accidently shot himself with one of his own arrows of love while gazing upon the nymph Psyche and it was Zephyrus who kidnapped her, delivering his abducted prize to Cupid to be his bride.

Chloris and Zephyr (1875) by William-Adolphe Bouguereau (1825-1905), Musee des Beau-Arts of the Musées Mulhouse Sud Alsace.

Zephyros was in classical art most often depicted as a handsome, winged youth and a large number of surviving Greek vases are painted with unlabeled figures of a winged god embracing a youth and these are usually identified as Zephyros and Hyakinthos although, some historians detecting detail differences list a number of them as being of Eros (the god of Love) with a symbolic youth.  Although sometimes rendered as a winged god clothed in a green robe and crowned with a wreath of flowers, in Greco-Roman mosaics, Zephyros appears usually in the guise of spring personified, carrying a basket of unripened fruit.  In some stories, he is reported to be the husband of Iris, the goddess of the rainbow and Hera’s messenger and in others, Podarge the harpy (also known as Celano) is mentioned as the wife of Zephyrus but in most of the myths he was married to Chloris.  Chloris by most accounts was an Oceanid nymph and in the tradition of Boreas & Orithyia and Cupid and Psyche, Zephyrus made Chloris his wife by abduction, making her the goddess of flowers, for she was the Greek equivalent of Flora, and living with her husband, enjoyed a life of perpetual spring.

Lindsay Lohan resisting a zephyr's efforts to induce a wardrobe malfunction, MTV Movie Awards, Los Angeles, 2008.

Ford's Zephyrs

Lincoln Zephyr V12, 267 cubic inches (4.4 litre).  It was the last of the American V12s.

In the inter-war era, the finest of the big American cars, the Cadillacs, Lincolns, Packards and Duesenbergs, offered craftsmanship the equal of anything made in Europe and engineering which was often more innovative.  The 1930s however were difficult times and by mid-decade, sales of the big K-Series Lincolns, the KA (385 cubic inch (6.3 litre) V8) and KB (448 cubic inch (6.3 litre) V12) were falling.  Ford responded by designing a smaller, lighter Lincoln range to bridge the gap between the most expensive Ford and the lower-priced K-Series Lincolns, the intention originally to power it with an enlarged version of the familiar Ford V8 but family scion Edsel Ford (1893–1943; president of the Ford Motor Company 1919-1943), decided instead to develop a V12, wanting both a point of differentiation and a link to K-Series which had gained for Lincoln a formidable reputation for power and durability.  Develop may however be the wrong word, the new engine really a reconfiguration of the familiar Ford V8, the advantage in that approach being it was cheaper than an entirely new engine, the drawback the compromises and flaws of the existing unit were carries over and in some aspects, due to the larger size and greater internal friction, exaggerated.

Lincoln Zephyr V12, 267 cubic inches (4.4 litre).

The V12 however was not just V8 with four additional pistons, the block cast with a vee-angle of 75^o rather than the eight’s 90^o, a compromise between compactness and the space required for a central intake manifold and the unusual porting arrangement for the exhaust gases.  The ideal configuration for a V12 is 60^o and without staggered throws on the crankshaft, the 75^o angle yielded uneven firing impulses, although, being a relatively slow and low-revving unit, the engine was felt acceptably smooth.  The cylinder banks used the traditional staggered arrangement, permitting the con-rods to ride side-by-side on the crank and retained the Ford V-8’s 3.75 inch (90.7 mm) stroke but used a small bore of just 2.75 inches (69.75 mm), then the smallest of any American car then in production, yielding a displacement of 267 cubic inches (4.4 litres), a lower capacity than many of the straight-eights and V8s then on the market.

Because the exhaust system was routed through the block to four ports on each side of the engine, cooling was from the beginning the problem it had been on the Ford V8 but on a larger scale.  Although the cooling system had an apparently impressive six (US) gallon (22.7 litre) capacity, it quickly became clear this could, under certain conditions, be marginal and the radiator grill was soon extended to increase airflow.  Nor was lubrication initially satisfactory, the original oil pump found to be unable to maintain pressure when wear developed on the curfaces of the many bearings; it was replaced with one that could move an additional gallon (3.79 litre) a minute.  Most problems were resolved during the first year of production and the market responded to the cylinder count, competitive price and styling; after struggling to sell not even 4000 of the big KAs in 1935, Lincoln produced nearly 18,000 Zephyrs in 1936, sales growing to over 25,000 the following year.  Production between 1942-1946 would be interrupted by the war but by the time the last was built in 1948, by which time it had been enlarged to 292 cubic inches (4.8 litre (there was in 1946, briefly, a 306 cubic inch (5.0 litre) version) over 200,000 had been made, making it the most successful of the American V12s.  It was an impressive number, more than matching the 161,583 Jaguar built over a quarter of a century (1971-1997) and only Daimler-Benz has made more, their count including both those used in Mercedes-Benz cars and the the DB-60x inverted V12 aero-engines famous for their wartime service with the Luftwaffe and the Mercedes-Benz T80, built for an assault in 1940 on the LSR (Land Speed Record).  Unfortunately, other assaults staged by the Third Reich (1939-1945) meant the run never happened but the T80 is on permanent exhibition in the factory's museum in Stuttgart so viewers can ponder Herr Professor Ferdinand Porsche's (1875–1951) pre-war slide-rule calculations of a speed of 650 km/h (404 mph) (not the 750 km/h (466 mph) sometimes cited).

1939 Lincoln-Zephyr Three Window Coupe (Model Code H-72, 2500 of which were made out of the Zephyr’s 1939 production count of 21,000).  It was listed as a six-seater but the configuration was untypical of the era, the front seat a bench with split backrests, allowing access to the rear where, unusually, there were two sideways-facing stools.  In conjunction with the sloping roofline, it was less than ideal for adults and although the term “3+2” was never used, that’s probably the best description.  The H-72 Three Window Coupe listed at US$1,320, the cheapest of the six variants in the 1939 Zephyr range.

It may sound strange that in a country still recovering from the Great Depression Ford would introduce a V12 but the famous “Flathead” Ford V8 was released in 1932 when economic conditions were at their worst; people still bought cars.  The V12 was also different in that although a configuration today thought of as exotic or restricted to “top of the line” models, for Lincoln the Zephyr was a lower-priced, mid-size luxury car to bridge a gap in the corporate line-up.  Nor was the V12 a “cost no object” project, the design using the Flathead’s principle elements and while inaccurate at the engineering level to suggest it was the “Ford V8 with four cylinders added” the concept was exactly that and if the schematics are placed side-by-side, the familial relationship is obvious.  Introduced in November 1935 (as a 1936 model), the styling of the Lincoln Zephyr attracted more favourable comment than Chrysler’s Airflows (1934-1937), an earlier venture into advanced aerodynamics (then known as “streamlining”) and the name had been chosen to emphasize the wind-cheating qualities of the modernist look.  With a raked windscreen and integrated fenders, it certainly looked slippery and tests in modern wind tunnels have confirmed it indeed had a lower CD (drag coefficient) than the Airflows which looked something like unfinished prototypes; the public never warmed to the Airflows, however accomplished the engineering was acknowledged to be.  By contrast, the Zephyrs managed to cloak the functional efficiency in sleek lines with pleasing art deco touches; subsequently, New York’s MOMA (Museum of Modern Art) acknowledged it as “the first successfully streamlined car in America”.  So much did the style and small V12 capture the headlines it was hardly remarked upon that with a unitary body, the Zephyr was the first Ford-made passenger vehicle with an all-steel roof, the method of construction delivering the required strength at a lighter weight, something which enabled the use of an engine of relatively modest displacement.

The American Home Front 1941-1942 (2006) by Alistair Cooke (1908-2004),  The cover illustration was of him filling up the Zephyr's V12, Pasadena, California, 1942.

In 1942, just after the US had entered the war (thereby legitimizing the term “World War II” (1939-1945)) the expatriate (the apocope “expat” not in general use until the 1950s when Graham Greene's (1904-1991) novel The Quiet American (1955) appears to have given it a boost) UK-born US journalist Alistair Cooke began a trip taking from Washington DC and back, via Virginia, Florida, Texas, California, Washington state and 26 other states, purchasing for the project a 1936 Lincoln Zephyr V12, his other vital accessories five re-tread tyres (with the Japanese occupation of Malaya, rubber was in short supply and tyres hard to find), a gas (petrol) ration coupon book and credentials from his employer, the BBC (British Broadcasting Corporation).  It was a journalist’s project to “discover” how the onset of war had changed the lives of non-combatant Americans “on the home front” and his observations would provide him a resource for reporting for years to come.  Taking photographs on his travels, he’d always planned to use the material for a book but, as a working journalist during the biggest event in history, it was always something done “on the side” and by the time he’d completed a final draft it was 1945 and with the war nearly over, he abandoned the project, assuming the moment for publication had passed.  It wasn’t until two years after his death that The American Home Front 1941-1942 (2006) was released, the boxed manuscript having been unearthed in the back of a closet, under a pile of his old papers.

Cooke had a journalist’s eye and the text was interesting as a collection of unedited observations of the nation’s culture, written in the language of the time.  In the introduction Cooke stated: “I wanted to see what the war had done to the people, to the towns I might go through, to some jobs and crops, to stretches of landscape I loved and had seen at peace; and to let the significance fall where it might.”  During his journey, he interviewed many of the “ordinary Americans” then traditionally neglected by history (except when dealt with en masse), not avoiding contentious issues such as anti-Semitism and racism but also painted word-pictures of the country through which he was passing, never neglecting to describe the natural environment, most of it unfamiliar to an Englishman who’d spent most of his time in the US in cities on the east and west coasts.  As a footnote, although the Zephyr’s V12 engine has always been notorious for the deficiencies in its cooling system, at no time during the journey did Cooke note the car overheating so either the radiator and plumbing did the job or he thought the occasional boil-over so unremarkable he made no remark. 

1969 Ford (UK) Zephyr Zodiac Mark IV.

Lincoln ceased to use the Zephyr name after 1942, subsequent V12 cars advertised simply as Lincolns, distinguished in name only by the coachwork.  The Zephyr badge was in 1950 revived by Ford of England for their line of mainstream family cars, augmented after 1953 by an up-market version called the Zodiac, noted for its bling.  The first three generations (1950-1966) were well-regarded (the Mark III (1962-1966) in most ways a superior car to the contemporary US Ford Falcon) and enjoyed success in both the home and export markets but the Mark IV (1966-1972), despite a tantalizingly advanced specification and offering a lot of interior space and external metal for the money, proved so ghastly the name was retired when the range was replaced with something (the Mark 1 Granada (1972-1977) which was on paper less ambitious but was, on the road, much superior.  Not having suffered the tainted Mark IV Zephyrs, Ford felt it safe to recycle the Zephyr name in the US, firstly on the bland Mercury clone (1978-1983) of the (US) Ford Fairmont and finally, for two seasons (2005-2006), on an undistinguished Lincoln which with some haste was re-branded "MKZ".  On either side of the Atlantic, there have been no Zephyrs since.

 

1962 Ford Galaxie 500/XL Sunliner Convertible 390 (left), 1967 Ford Zodiac Executive (centre) and 1974 Leyland P76 V8 Executive (right). 

The Mark IV Zodiac's wheel covers (the design concept known as "starburst") had first been seen in the US on the 1962 Ford Galaxie and for Detroit's colonial outposts the use of components, years after they'd been discontinued in the US, was common.  In Australia, for the Fairlane and LTD, Ford at various times used the wheel covers introduced on the 1969 & 1970 Thunderbird (replacing the former with something flatter after owners reported vulnerability to damage from curbsides so either Australians were less competent at parking or the guttering designs used by cities was different) and some were still being fitted as late as 1982.  At least that was within the corporate family.  in 1973, Leyland Australia clearly so liked what ended up on the Zodiac they pinched the idea for the ill-fated P76 (1973-1976).  God punishes those who violate his seventh commandment but in fairness to Leyland (even in retrospect they need all the help they can get), the "starburst" motif had long been popular for wheelcovers, hubcaps (there is a difference) and aluminum wheels.

Starburst sea anemone (left), Kelsey-Hayes cast aluminum wheel for 1967 C2 Chevrolet Corvette (centre), the five-stud (option code N89) version unique to the 1967 range, replacing the knock off version (option code P48, 1963-1966) which had to be retired when US regulators passed rules restricting the use of the centre-lock, knock-off hubs.  To conceal the five studs, there was a "centre cap" (ie a hubcap in the classic sense) in the style of the wheel and these colloquially are known as "starbursts" (right).  The Corvette's wheels were manufactured by Western Wheel Corporation (a division of Kelsey-Hayes).

As a noun & verb, “starburst” widely has been used in slang and commerce but its origin is owed to astronomers of the 1830s and in the field it’s been used variously to describe (1) a violent explosion, or the pattern (likened to the shape of a star) supposed to be made by such an explosion and (2) a region of space or period of time (distinct concepts for this purpose) with an untypically or unexpectedly high rate of star formation.  In SF (science fiction), starbursts can be more exotic still and have described machines from light-speed propulsion engines to truly horrid doomsday weapons.  In typography, a starburst is a symbol similar in shape to an asterisk, but with either or both additional or extended rays and it’s used for a brand of fruit-flavored confectionery, the name implying the taste “explodes” in the mouth as one chews or sucks.  In corporate use, starburst is slang for the breaking up of a company (or unit of a company) into a number of distinct operations and in software it was in the early 1980s used as the brand name of an application suite (based around the Wordstar word-processor) which was (along with Electric Office) one of the first “office suites”, the model Microsoft would later adopt for its “Office” product which bundled, Word, Excel, the dreaded PowerPoint and such.  It was the name of a British made-portable surface-to-air missile (MANPADS) produced in the late twentieth century, in botany it’s a tropical flowering plant (Clerodendrum quadriloculare), the term applied also to a species of sea anemone in the family Actiniidae and, in human anatomy, certain cell types (based on their appearance).  In photography, the “starburst effect” refers to the diffraction spikes which radiate from sources of bright light.

 

2006 Lincoln Zephyr.

 

Available only in 2005-2006 before it was “refreshed” and renamed MKZ (2007-2012), the Lincoln Zephyr picked up its styling cues from a concept car displayed at the 2004 New York International Auto Show although with the lines tempered for production-line reality.  In a sign of the times, it replaced the rear wheel drive (RWD), V6 & V8 powered LS sedan (2000-2006, with one model sharing showrooms with the Zephyr for its final year) which had been well-reviewed in press reports but never succeeded as a challenger to the BMW 5-Series and Mercedes-Benz E-Class.  The twenty-first century Zephyr wasn’t a “bad” car in the sense the word is attached to the English Mark IV Zephyr & Zodiac but it was bland and built on the Mazda CD3 front wheel drive (FWD) platform which provided the underpinnings for also the Mazda 6, Ford Fusion and Mercury Milan; despite Lincoln’s efforts, had it not had the badges, most would have assumed the Zephyr was a fancy Ford or a Mercury, so closely did it resemble both.  Struggling to find some point of differentiation, journalists always mentioned the wood trim in the interior was “real timber”, quoting with approval from the document in the press-pack: “Ebony or maple wood inserts”.  Even that wasn't enough to persuade many it was worth some US$30,000, a US$6000-odd premium over the substantially similar Mercury Milan Premier V6.  It did though undercut by US$4000 what a basic V6 LS has cost the year before so the price of entry to Lincoln ownership became less but that also brought the usual marketing conundrum: “Lowering the price increases sales but tarnishes the perception of the brand as a prestige product”.

 

2012 Lincoln MKZ.

There was also the name.  The original Lincoln Zephyr had existed only between 1935-1942 and, except a as niche among collectors, had long ago faded from public consciousness, the same phenomenon which made the choice of “Maybach” by Mercedes-Benz so curious; Toyota’s decision to create “Lexus” was a much better idea and perhaps an indication Japanese MBAs were better informed than German MBAs.  For 2007 the Zephyr was renamed MKX and even that “naming strategy” (now an MBA fixation) may not within the corporation been well-communicated because initial suggestions for pronunciation included “Mark 10” & “Mark X”, picking up on the (actually quite muddled) history of Lincoln's “Mark” cars which, off & on, existed between 1956-1998 (although the label was in 2006-2007 revived for a pick-up truck(!)).  Neither caught on and before long, like everyone else, company executives were saying “em-kay-zee”.  The “Mark” moniker would have been tempting because, as the “Zephyr affair” demonstrated, despite a history stretching back to 1917, the only Lincoln brand names with any traction in the public imagination are “Continental” and “Mark something”.  When MKZ production ended in 2012, the demise wasn’t so much unlamented as unnoticed.

Ambrosia

Ambrosia (pronouced am-bro-zia)

(1) In classical mythology, the food (sometimes called nectar) of the gods and said to bestow immortality.

(2) Something especially delicious to taste or smell.

(3) A fruit dish made of oranges and shredded coconut.  Sometimes includes pineapple.

(4) Alternative name for beebread.

(5) Any of various herbaceous plants constituting the genus Ambrosia, mostly native to America but widely naturalized: family Asteraceae (composites).  The genus includes the ragweeds.

1545-1555.  From the Middle English, from the Old French ambroise, from the Latin ambrosia (favored food or drink of the gods) from the Ancient Greek ambrosia (food of the gods), noun use of the feminine of ambrosious (thought to mean literally "of the imortals") from ambrotos (immoratlity; immortal, imperishable).  The construct was a- (not) + mbrotos (related to mortos (mortal), from the primitive Indo-European root mer- (to rub away, to harm (also "to die" and used widely when forming words referring to death and to beings subject to death).  Writers in Antiquity woud use the word when speaking of theit favorite herbs and it's been used in English to describe delectable foods (though originally of fruit drinks) since the 1680s and came to be used figuratively for anything delightful by the 1730s.  Applied to certain herbs by Pliny and Dioscorides; used of various foods for mortals since 1680s (originally of fruit drinks); used figuratively for "anything delightful" by 1731.  The adjective ambrosial dates from the 1590s in the sense of "immortal, divine, of the quality of ambrosia", the sense of "fragrant, delicious" developed by the 1660s.  The other adjectival forms were ambrosiac (circa 1600) & ambrosian (1630s).

Ambrose was the masculine proper name, from the Latin Ambrosius, from the Ancient Greek ambrosios (immortal, belonging to the immortals),  The Biblioteca Ambrosian (Ambrosian Library) in Milan (1609), established by Cardinal Federico Borromeo (1564–1631), is named for Saint Ambrose of Milan (circa 339–397) Bishop of Milan 374-397.

Cupid, Psyche and the Nectar of the Gods

In Greek mythology, Psyche was the youngest and loveliest of a king’s three daughters.  So haunting was Psyche’s beauty that people travelled from afar to pay homage, neglecting the worship of Venus (Aphrodite), the goddess of love and beauty, instead venerating the nymph.  Venus became enraged at finding her altars deserted, men instead turning their devotions to the young virgin, watching as she passed, singing her praises and strewing her way with chaplets and flowers.

Indignant at the exaltation of a mortal, Venus began her righteous rant.  "Am I then to be eclipsed in my honors by a mere mortal girl?  In vain then did that royal shepherd, whose judgment was approved by Jove himself, give me the palm of beauty over my illustrious rivals, Pallas and Juno. But she shall not so quietly usurp my honors. I will give her cause to repent of so unlawful a beauty."  Venus summoned her winged son, the mischievous Cupid and telling him of Psyche, ordered her revenge.  "My dear son, punish that contumacious beauty; give your mother a revenge as sweet as her injuries are great; infuse into the bosom of that haughty girl a passion for some low, mean, unworthy being, so that she may reap a mortification as great as her present exultation and triumph."

Obediently, Cupid set to his task.  In the garden of Venus lay two fountains, one of sweet waters, the other of bitter.  Cupid filled two amber phials, one from each fountain and suspending them from the top of his quiver, hastened to the chamber of Psyche, finding her asleep.  He shed a few drops from the bitter fountain over her lips and although though the sight of her moved him almost to pity, touched her side with the point of his arrow.  At the touch she awoke and her eyes gazed upon the invisible Cupid which so enchanted him he became confused and pricked himself with his own arrow.  Helplessly in love, his only thought now was to repair the mischief he had done and he poured the balmy drops of joy over all her silken blonde ringlets.

Psyche, henceforth frowned upon by Venus, gained no benefit from her charms.  While all cast covetous eyes upon her and all spoke her praises, not prince, plebeian or peasant ever asked for her hand in marriage.  Her two sisters had become betrothed to princes but Psyche sat in solitude, feeling cursed by the beauty which had failed to awaken love.  The king and queen, thinking they had incurred the wrath of the gods turned for guidance to the oracle of Apollo who answered: “The virgin is destined for the bride of no mortal lover. Her future husband awaits her on the top of the mountain. He is a monster whom neither gods nor men can resist."

Her parents, distraught, abandoned themselves to grief but Psyche was fatalistic, saying "Why, my dear parents, do you now lament me? You should rather have grieved when the people showered upon me undeserved honors, and with one voice called me a Venus. I now perceive I am victim to that name.  I submit.  Lead me to that rock to which my unhappy fate has destined me."  Accordingly, amid the lamentations of all, she was taken to the peak of the mountain and there left alone.  When the tearful girl stood at the summit, the gentle Zephyr raised her from the earth and carried her on the breeze, bringing her to rest in a flowery dale where she laid down to sleep.  When she awoke, refreshed, she looked around and beheld nearby a grove of tall and stately trees.  Entering the forest, she discovered in its midst a fountain from which bubbled crystal-clear waters and nearby, a splendid palace, so magnificent she knew it the work not of mortal hands, but the retreat of some god.  Drawn by admiration and wonder, she ventured to enter the door.  Amazed at what she saw, she walked along a marble floor so polished it shimmered, golden pillars supported a vaulted roof, walls were enriched with carvings and paintings of fantastic beasts.  Everything upon which her eye fell delighted her.

Soon, although she saw no one, she heard a voice.  "Sovereign lady, all that you see is yours. We whose voices you hear are your servants and shall obey all your commands with utmost care.  Retire, should you please, to your chamber, recline upon your bed of down and when you see fit, repair to the bath.  Your supper awaits in the alcove”.  Psyche took her bath and seated herself in the alcove, whereupon a table appeared laden with extraordinary delicacies of food and nectarous wines.   While she ate, she heard the playing of lute and harp and the harmony of song.

That night she met he husband but he came only in the darkness, fleeing before the dawn, but his words and caresses were of love and inspired in her a like passion.  Often she would beg him to stay so she might behold him in the light but he refused, telling her never to attempt to see him, for no good would come of it and that he would rather have her love him as a man than adore him as a god.  This, Psyche accepted but the days grew long and lonely and she began to feel she was living in a gilded cage.  One night, when her husband came, she told him of her distress, her charms enough to coax from him his unwilling acquiescence that her sisters could visit.  Delighted, she summoned the obedient Zephyr who brought them to the mountain and in happiness, they embraced.

The splendor and celestial delights of Psyche’s palace astonished her sisters but also aroused their envy and they began to pepper her with questions about her husband and she told them he was a beautiful youth who spent his days hunting in the mountains.  Unconvinced, the soon drew from her that she had never seen him and they began to fill her mind with dark suspicions, recalling the Pythian oracle had declared her doomed to marry a direful and tremendous monster.  Psyche protested but they told her the folk living in the valley say the husband is a terrible and monstrous serpent, amusing himself while nourishing her with dainties that he may by and by devour her.  They told to one night to take with her a lamp and sharp blade so that when he slept she might light the lamp and see his true form.  If truly he is a monster they told her, "hesitate not and cut off its head".

Psyche tried to resist her sisters’ persuasions but knew she was curious and that night she took to bed a lamp and a long, sharp knife.  When he had fallen to sleep, silently she arose and lit her lamp, beholding but the most beautiful of the gods, his golden ringlets falling over his snowy neck, two dewy wings on his shoulders whiter than snow, with shining feathers like the tender blossoms of spring.  Entranced, as she moved her lamp better to see his face, a drop of hot oil fell on the shoulder of the god and startled, he opened his eyes and fixed them upon her.  They both were frozen for a few seconds, then suddenly and without a word, he spread his wings and flew out of the window.  Psyche, crying in despair, in vain endeavored to follow but fell from the window to the ground below.

Hearing her fall, Cupid for a moment paused in his flight and turned to her saying, "Oh faithless Psyche, is it thus you repay my love? After I disobeyed my mother's commands and made you my wife, will you think me a monster and would cut off my head?  Go, return to your sisters, who you trust more than me.  I punish you no more than to forever leave you for love cannot dwell with suspicion."  With those words, he flew off, leaving poor Psyche crying into the earth.  For hours she sobbed and then looked around, but her palace and gardens had vanished and she found herself in a field in the city where her sisters dwelt.  She repaired thither and told them her story at which, though pretending to grieve with her, the two evil sisters inwardly rejoiced for both thought as one: that Cupid might now choose one of them.  Both the next morning silently arose and snuck secretly to the mountain where each called upon Zephyr to bear them to his lord but leaping up, there was no Zephyr to carry them on the breeze and each fell down the precipice to their deaths.

The devastated Psyche meanwhile wandered.  Day and night, without food or rest, she searched for her husband and one evening saw in the distance a magnificent temple atop a lofty mountain and she felt her heart beat, wondering if perhaps there was Cupid.  She walked to the temple and there saw heaps of corn, some in loose ears and some in sheaves, mingled with ears of barley.  Scattered about, lay sickles and rakes, the instruments of harvest, without order, as if thrown carelessly from the weary reapers' hands in the sultry hours of the day.  This unseemly confusion disturbed the neat and tidy Psyche and she put herself to work, separating and sorting everything and putting all in its proper place, believing she ought to neglect none of the gods, but prove by her piety to prove she was worthy of their help.  The holy Ceres, whose temple it was, finding her so religiously employed, thus spoke to her, "Oh Psyche, truly your are worthy of our pity, though I cannot shield you from the frowns of Venus, I can teach you how best to allay her displeasure. Go, then, and voluntarily surrender yourself to your lady and sovereign, and try by modesty and submission to win her forgiveness, and perhaps her favor will restore you the husband you have lost."  Filled with both fear and hope, Psyche made her way to the temple of Venus.

Venus met her with anger.  "Most undutiful and faithless of servants," said she, "do you at last remember you have a mistress or have you come to see your sick husband, the one injured by the wound given him by his worthless wife?  You are so ill favored you can be worthy of your lover only by showing industry and diligence.  I shall put you to work".  She led Psyche to temple’s storehouse in which sat vast piles of wheat, barley, vetches, beans and lentils, the food for her birds.  “Separate these grains, put them all in sacks and have it done by night” she commanded, leaving her to the task.  Shocked, Psyche sat silent, moving not a finger.  While she despaired, Cupid ordered an ant, a native of the fields, to bring all ants from the anthill and they gathered on the piles.  Quickly and with the efficiency of their breed, they took grain by grain, making perfect parcels of each and when done, vanished from sight.  As twilight fell, Venus returned from a banquet of the gods and seeing the sacks neatly stacked, became enraged.  "This is no work of yours, wicked one, but his, whom to your own and his misfortune you have enticed."  So saying, she threw her a piece of black bread for her supper and stormed off.

Next morning Venus ordered Psyche to be called and said to her, "Behold yonder grove which stretches along the margin of the water.  There you will find sheep feeding without a shepherd, with golden-shining fleeces on their backs.  Go now, fetch me some of that precious wool gathered from every one of their fleeces."  Standing on the riverbank, wondering at the difficulty of her task, Psyche was about to cross but river god made the reeds speak, telling her "Oh maiden, tempt not the dangerous flood, nor venture among those rams for as long as the sun shines, they burn with a cruel rage to destroy mortals with their sharp horns or rude teeth.  But when the noontide sun has driven them to the shade, and the serene spirit of the flood has lulled them to rest, you may then cross in safety, and you will find the woolly gold sticking to the bushes and the trunks of the trees."  Psyche did as they said and returned with her arms full of the golden fleece but Venus was not pleased.  "Well I know it is by none of your own doings that you have succeeded I do not believe you are of use but I have another task for you.  Here, take this box and go your way to the infernal shades, and give this box to Proserpine and say, 'my mistress Venus desires you to send her a little of your beauty, for in tending her sick son she has lost some of her own'.  Be not too long on your errand, for I must paint myself with it to appear this evening at the circle of the gods."

Psyche now believed her own destruction was at hand and, with no wish to delay what was not to be avoided, dashed to the top of a high tower, preparing to cast herself headlong, thus to descend the shortest way to the shades below.  But then, a voice from the tower said to her, "Why, poor unlucky girl, do you design to put an end to your days in so dreadful a manner? And what cowardice makes you sink under this last danger when you have been so miraculously supported in all your former?"  Then the voice told her how by a certain cave she might reach the realms of Pluto, and how to avoid all the dangers of the road, to pass by Cerberus, the three-headed dog, and prevail on Charon, the ferryman, to take her across the black river and bring her back again. But the voice also cautioned, "When Proserpine has given you the box filled with her beauty, you must never once open or look into the box nor allow your curiosity to pry into the treasure of the beauty of the goddesses."

Encouraged, Psyche obeyed the advice and travelled safely to the kingdom of Pluto. Admitted to the palace of Proserpine, she delivered her message from Venus and soon, she was handed the box, shut and filled with the precious commodity. Then she returned the way she came, glad once more to be in the light of day.  But as she walked along the path, a longing desire overcame her, an urge to look into the box for, as she imagined, a touch of the divine beauty would make her more desired by Cupid so, delicately, she opened the box.  But in there was nothing of beauty but only an infernal and truly Stygian sleep which, being set free from its prison, took possession of her, and she fell in the road where she stood, plunged into a deep sleep, lying there without sense or motion.

But Cupid was now recovered and could no longer bear the absence of his beloved Psyche and slipping through a crack in the window, he flew to where Psyche lay.  He gathered up the sleep from her and closed it again in the box, waking her with the gentlest touch of one of his arrows. "Again," said he, "have you almost perished by the same curiosity.  But now perform exactly the task imposed on you by my mother, and I will take care of the rest."  Then Cupid, as swift as lightning, presented himself before Jupiter with his supplication.  Jupiter was impressed and so earnestly did he plead the cause of the lovers that he won the consent of Venus and on hearing this, sent Mercury to bring Psyche up to the heavenly assembly, and when she arrived, he handed her a goblet ambrosia saying, "Drink this, Psyche, and be immortal; nor shall Cupid ever break away from the knot in which he is tied, but these nuptials shall be perpetual."  Thus Psyche became at last united to Cupid, and in time, born to them was a daughter whose name was Pleasure.

Wedding Banquet of Cupid and Psyche (circa 1517) by Raphael (1483–1520).

The story of Cupid and the OCD Psyche is told by the Roman writer Apuleius (circa 124-circa 170) in three chapters in his rather risqué picaresque novel, The Metamorphoses of Apuleius (which Saint Augustine dubbed Asinus aureus (The Golden Ass (by which it’s today known)).  The Golden Ass is notable as the only full-length work of fiction in Classical Latin to have survived in its entirety and is a work with aspects which would be regarded as novel centuries later, including fantastical imagery, passages like fairy tales and elements which would now be called magic realism.  Like many modern fairy tales, there is a moral to the story and for Apuleius it was that it is love which makes to soul immortal and there was no need for subtlety, Cupid the son of the goddess of desire and Psyche's name originally meant soul.

With the re-discovery (and some re-invention) of much of antiquity during the Renaissance, the story gained much popularity and attracted the interest of artists and from Raphael’s (Raffaello Sanzio da Urbino, 1483–1520) studio came the best known evocation.  One of the scenes is the wedding feast, painted in the form of a hanging tapestry.  Psyche’s guest list was a roll-call of the gods, Ganymede, Apollo, Bacchus and Jupiter are all at the table, the Graces and the Hours in attendance.  The artists (for some the work was executed by professional painters under Raphael’s guidance) do have some fun, very much in the spirit of Apuleius for above the flying Mercury sits, artfully arranged, a suggestive conjunction of certain vegetables and fruits.

The Wedding Feast of Cupid and Psyche (1532) by Giulio Romano.

The romance of Cupid and Psyche drew other artists including the Italian Giulio Romano (Giulio Pippi, circa 1499-1546), a student of Raphael whose influence permeates.  While not highly regarded by critics and better remembered as an architect, Romano is of note because he was among the earliest of the artists whose work can be called Mannerist and certainly his wedding feast painting includes the mythological, a staged and theatrical setting, eroticism and an unusual sense of perspective; all characteristic of Mannerist art although he remained entirely naturalistic in the callipygian rendering of Psyche’s buttocks.

In Shakespeare's late drama The Winter's Tale there’s an allusion to Romano as “that rare Italian master” but despite the bard’s apparent admiration, historians of art treat him as little more than a footnote; the shadow Raphael cast was long.  Some critics seem determined to devalue his work, the Catholic Encyclopaedia (1913) noting it was “prolific and workmanlike, always competent…” but with “…no originality; as a painter, he is merely a temperament, a prodigious worker. His manual dexterity is unaccompanied by any greatness of conception or high moral principle.  His lively but superficial fancy, incapable of deep emotion, of religious feeling, or even of observation, attracted him to neutral subjects, to mythological paintings, and imaginary scenes from the world of fable. Therein under the cloak of humanism, he gave expression to a sensualism rather libertine than poetical, an epicureanism unredeemed by any elevated or noble quality.  It is this which wins for Giulio his distinctive place in art.  His conception of form was never quite original; it was always a clever and bookish compromise between Raphael and Michelangelo.  His sense of color grows ever louder and uglier, his ideas are void of finesse, whatever brilliancy they show is second-hand. His single distinctive characteristic is the doubtful ease with which he played with the commonplaces of pagandom.  In this respect at least, paintings like those of the Hall of Psyche (1532) are historical landmarks.  It is the first time that an appeal is made to the senses with all the brutal frankness of a modern work”. 

Damning with faint praise perhaps.  Grudgingly, the editors did concede that despite being “…distinguished by such characteristics and marked by such defects, Romano occupies nevertheless an important place in the history of art. More than any other, he aided in propagating the pseudo-classical, half-pagan style of art so fashionable during the seventeenth century. It’s mainly through his influence that after the year 1600 we find so few religious painters in Europe”.

One could hardly expect The Catholic Encyclopedia (sub-titled An International work of reference on the constitution, doctrine, discipline and history of the Catholic Church), to find much worthy in a mannerist (or perhaps anything modern).  Mannerism, novel in some ways as it was, was rarely original in form or content.  It was a reaction against the perceived perfection of the neo-classicism of the High Renaissance and artists from Romano on were drawn to Greek mythology, characters like Psyche and Echo able simply and unambiguously to represent the psychological problems muddied by Christian theology.

Mercury

Mercury (pronounced mur-kyuh-ree)

(1) In chemistry, a heavy, silver-white, highly toxic metallic element (uniquely liquid at room temperature), once widely used in barometers & thermometers and still a component of pesticides & pharmaceutical preparations.  In industrial use it provides the reflecting surface of mirrors, can still be a part of dental amalgams and is used in some switches, mercury-vapor lamps, and other electric apparatus.  It’s also used as a catalyst in laboratories.  Symbol: Hg; atomic weight: 200.59; atomic number: 80; specific gravity: 13.546 at 20°C; freezing point: −38.9°C; boiling point: 357°C.  It’s known also as quicksilver or hydrargyrum.

(2) In clinical pharmacology, the metal as used in various organic and inorganic compounds, used usually to treat infections of the skin.

(3) In mythology, the Roman god who served as messenger of the gods and was also the god of commerce, thievery, eloquence, and science, identified with the Greek god Hermes (initial capital letter).

(4) In astronomy, the planet nearest the sun, having a diameter of 3,031 miles (4,878 km), a mean distance from the sun of 36 million miles (57.9 million km), and a period of revolution of 87.96 days, and having no satellites; the smallest planet in the solar system (diameter and mass: respectively 38 and 5.4% that of earth) (initial capital letter).

(5) Borrowing from mythology, a messenger, especially a carrier of news (largely archaic).

(6) In botany, any plant belonging to the genus Mercurialis, of the spurge family, especially the poisonous, weedy M. perennis of Europe.  Historically, it was most associated with the annual mercury (Mercurialis annua), once cultivated for medicinal properties (the fourteenth century French mercury or herb mercury).

(7) In botany, a similar edible plant (Blitum bonus-henricus), otherwise known since the fifteenth century as English mercury or allgood.

(8) In botany, in eighteenth century US regional use, the poison oak or poison ivy.

(9) In the history of US aerospace, one of a series of U.S. spacecraft, carrying one astronaut and the first US vehicle to achieve suborbital and orbital manned spaceflights (initial capital letter).

(10) Liveliness, volatility (obsolete since the mid-nineteenth century).

1300–1350: From the Middle English Mercurie, from the Medieval Latin, from the Classical Latin Mercurius (messenger of Jupiter, god of commerce) and related to merx (merchandise),  Mercury, mercuriality & mercurialist are nouns, mercurial is a noun & adjective, mercurous, intramercurial & mercuric are adjectives and mercurially is an adverb; the noun plural is mercuries.

The late fourteenth century adjective mercurial (pertaining to or under the influence of the planet Mercury) evolved by the 1590s to include the sense “pertaining to the god Mercury, having the form or qualities attributed to Mercury (a reference to his role as god of trade or as herald and guide)”.  The meaning “light-hearted, sprightly, volatile, changeable, quick” was in use by the 1640s and was intended to suggest the qualities supposed to characterize those born under the planet Mercury, these based on the conduct of the god Mercury (which seems a generous interpretation given some of his antics), probably also partly by association with the qualities of quicksilver. A variant in this sense was the now rare noun mercurious, in use by the 1590s.  The adjective mercuric (relating to or containing mercury) dates from 1828 and in chemistry applied specifically applied to compounds in which each atom of mercury was regarded as bivalent.  Mercurous was by the 1840s applied to those in which two atoms of mercury are regarded as forming a bivalent radical. 

In the mythology of Antiquity, the Roman Mercury (or Mercurius) was identified with the Greek Hermes, protecting travelers in general and merchants in particular.  He was depicted as the messenger of Jupiter and in some tales even as his agent in some of Jupiter’s amorous ventures (famously in Amphytrion (circa 188 BC) by the playwright Titus Maccius Plautus (circa 254–184 BC)).  The location of Rome’s first Temple of Mercury was chosen because it was so close to both the port and the commercial precinct, the god of commerce thus well-placed.  Although it’s not entirely certain, the structure was thought to date from 496 BC and historians note the sanctuary was built outside the pomerium (the city’s religious boundary), leading to speculation the cult may have been of foreign origin.  Mercury’s attributes included the caduceus (the wand), a variety of very fetching broad-brimmed hats, winged sandals (essential for one so “fleet of foot” and the purse (symbolizing the profits merchants gained from their trade).  The tales from Antiquity are not consistent (and in some cases contradictory but Mercury in some traditions was the father of Evander or of Lares (charged with the supervision of crossroads and prosperity); Lares was born after Mercury raped Lara, the water Nymph in the kingdom of the dead.  The identification of Mercury with the Greek Hermes was ancient but in the early medieval period he was linked also with the Germanic Woden and noting his role as a messenger and conveyor of information, since the mid-seventeenth century Mercury was often used as a name for newspapers although has been a common name for a newspaper and some critics have adapted it for their own purposes: In Australia the Hobart Mercury was in the 1980s sometimes derisively called the “Hobart Mockery”.

Vintage wall thermometer: As the temperature increased, the mercury expanded in volume and rose (hence "mercury rising").  The red colour was achieved with the addition of a dye.

The origin of the chemical name of mercury (Hg) reflects the influence of Scientific Latin on early-modern chemistry; Hg is an abbreviation of the Latin name of the element: hydrargium (literally “water-silver”), from the Ancient Greek hydrargyros (liquid silver), an allusion to its unique quality of being a silvery liquid when at room temperature (all other metals being solid).  The older English name was quicksilver (still prevalent in literary & poetic circles) which was coined in the sense of “living silver”, a reference to the liquid tending to move “like a living thing” when provoked with the slight provocation.  The “quick” referred not to speed but “alive” in the sense of the Biblical phrase “the quick and the dead”.  Alchemists called it azoth and in medical and sometimes chemical use that’s still occasionally seen.  As late as the fifteenth century, in mainstream Western science the orthodox view was that mercury was one of the elemental principles thought present in all metals.  In Antiquity, it was prepared from cinnabar and was then one of the seven known metals (bodies terrestrial), coupled in astrology and alchemy with the seven known heavenly bodies (the others: Sun/gold, Moon/silver, Mars/iron, Saturn/lead, Jupiter/tin, Venus/copper.  In idiomatic use, (with a definite article), because of the use in barometers & thermometers, “the mercury” was a reference to temperature thus “mercury rising” meant “warmer”, the use dating from the seventeenth century and it has persisted even as the devices have moved to digital technology.  The name mercury was adopted because the stuff flows quickly about, recalling the Roman god who was the “swift-footed messenger of the gods”.

The same rationale appealed to the astronomers of Antiquity who noted the swift movement of the planet which required only 88 days for each solar orbit.  Mercury is sometimes visible from the Earth as a morning or evening star and in our solar system and is the both the smallest and the closest planet to the Sun.  Second in density only to Earth, it’s a lifeless (as far as is known or seems possible) place with a cratered surface which makes it not dissimilar in appearance to Earth's Moon.  It behaves differently from Earth in that the rotational period of 58.6 days is two-thirds of its 88-day annual orbit, thus it makes three full axial rotations every two years.  The atmosphere is close to non-existent, something which, combined with the rotational & orbital dynamics and the proximity to the Sun produces rapid radiational cooling on its dark side, meaning the temperature range is greater than any other planet in our solar system (466°-184°C (870°-300°F)).  Being so close to the Sun, Mercury is visible only shortly before sunrise or after sunset, observation further hindered by Earth’s dust & pollution, this distorting the planet’s light which obliquely must pass through the lower atmosphere.  It wasn’t until circa 1300 that the Classical Latin name for the planet was adopted in English while a (presumably hypothetical) resident of the place was by 1755 a Mercurian or a century later as Mercurean.  The novel adjective intramercurial (being within the orbit of the planet Mercury) was coined in 1859 to describe a hypothetical planet orbiting between Mercury and the Sun.  The idea had existed among French astronomers since the 1840s but became a matter of some debate between 1860-1869 until observations of solar eclipses finally debunked the notion.  The origin of the noun amalgamation (act of compounding mercury with another metal), dating from the 1610s, was a noun of action from archaic verb amalgam (to alloy with mercury), the figurative, non-chemical sense of “a combining of different things into one uniform whole” in use by 1775.

Genuinely different and obvious a cut above a Ford: 1939 Mercury 8 Coupe.

Reflecting the philosophy of Henry Ford which put a premium on engineering and price, concepts like product differentiation & multi-brand market segmentation came late to the Ford Motor Company.  Unlike General Motors (GM) which throughout the 1930s fielded seven brand-names, it wasn’t until 1938 that Ford added a third, using until then just Ford and Lincoln and even they operated as separate companies whereas GM maintained a divisional structure.  The debut in 1938 of the Mercury label, sitting on the pricing scale between Ford and Lincoln made sense in a way that twenty years on, Edsel never did and, until internal cannibalization began in the 1960s, the Mercury brand worked well.  Even after that, the marketing momentum accrued over decades maintained Mercury’s viability and it wasn’t shuttered until 2011, a victim of the industry’s restructuring after the Global Financial Crisis (GFC 2008-2012).  Debatably, the Mercury brand may yet prove useful and, should a niche emerge, there may be a resurrection, Ford maintaining registration of the trademark.

A (slightly) better Ford LTD: 1969 Mercury Marquis Brougham four-door hardtop.

Perhaps it was the experience of GM which had discouraged Ford.  Although Harvard had begun awarding MBAs since 1908, history unfortunately doesn’t record whether any of them were involved in the brand-name proliferation decision of the mid 1920s which saw the introduction of companion offerings to four of GM’s five existing divisions, only the entry-level Chevrolet not augmented.  The new brands, slotted above or below depending on where the perceived price-gap existed, mean GM suddenly was marketing nine products in competition with Ford offering two and one probably didn’t need a MBA to conclude only one approach was likely correct.  As things turned out, GM’s approach was never given the chance fully to explore the possibilities, the effects of the Great Depression of the 1930s suppressing demand in the economy to an extent then unknown, necessitating downsizing in just about every industrial sector.  Axed by GM in 1931 was Viking (Oldsmobile’s companion), Marquette (added to Buick) and Oakland (actually usurped by its nominal companion, Pontiac).  LaSalle (a lower-priced Cadillac) survived the cull… for a while.

Ford in the late 1930s had clearly been thinking about how to cover the widely understood "price-points" in the market, most of which existed between the mass-market Fords and the Big Lincolns, then a very expensive range.  One toe in the water of brand-proliferation was the creation in 1937 of "De Luxe Ford" which, despite some of the hints in the advertising, was neither a separate company nor even a division; it was described by historians of the industry as "a marque within a marque".  Structurally, this seems little different to the approach the company had been using since 1930 when it introduced a “Deluxe” trim option for certain models which could be ordered to make the “standard” Ford a little better appointed but the 1937 De Luxe Fords were more plausibly different because some relative minor changes to panels and detailing did make the two “marques” visually distinct.  The Deluxe vs De Luxe spelling was perhaps too subtle a touch to be noticed by many.

1968 Mercury Cougar GT-E 427.  The tennis court hints at the target market.

A long wheelbase Food Mustang with a higher specification, the original Mercury Cougar (1967-1970) was the brand's great success story.  The 1968 GT-E 427 was a tiny part of that but is remembered as the last use of the Le Mans winning 427 cubic inch (7.0 litre) V8 and the corporation's only 427 pony-car.  Civilized with hydraulic valve lifters and an automatic transmission, it was a glimpse of what might have been had Ford, as it once planned, put the 427 in a Mustang.     

The De Luxe Ford line was deliberately positioned between Ford and Lincoln but intriguingly, at the same time, Ford introduced both a new, lower priced V12 Lincoln called the Lincoln-Zephyr and the Mercury range, all three of these ventures contesting the same, now crowded, space.  The De Luxe Ford “marque” would last only until 1940 although Ford’s Deluxe option remained on the books; it’s doubtful many outside Ford’s advertising agency noticed.  It would seem Ford was hedging its bets and may have decided to persist with whichever of Mercury and De Luxe Ford proved most successful and as things transpired, that was Mercury so as the 1941 model year dawned, in the dealers’ brochures there were Fords, Mercurys, Lincoln-Zephyrs & Lincolns.  World War II of course intervened and when production resumed after the end of hostilities, that was simplified to Fords, Mercury & Lincoln, remaining that way until the mid-1950s when in a booming economy, the temptation to proliferate proved irresistible and the exclusive Continental division was created, followed by the infamous Edsel, the model spread of which over-lapped the pricing of both Ford and Mercury, an approach which seems to go beyond hedging.  The Continental experiment lasted barely two seasons and the Edsel just three, the latter a debacle which remains a case study in marketing departments.

A natural Mercury: 1955 Ford Thunderbird.

So by 1960 the corporation again offered just Fords, Mercurys & Lincolns but it was a troubled time for the latter, the huge Lincolns of the late 1950s, although technically quite an achievement in body engineering, had proved so unsuccessful that Ford’s new management seriously considered closing it down as well but it was saved when handed a prototype Ford Thunderbird coupé which was developed into the famous Lincolns of 1961-1969, remembered chiefly for the romantic four-door convertibles and being the cabriolet in which John Kennedy (JFK, 1917–1963; US president 1961-1963) was assassinated.  That was one of the Thunderbird’s footnotes in corporate history, the other being that when introduced in 1955 it was the first Ford blatantly to intrude on what, according to marketing theory, should have been the domain of Mercury, home of the up-market offerings.

Cannibalizing the corporation: 1965 Ford LTD.

The Thunderbird though was just the first act of trespass and fancier Fords continued to appear, the landmark being the LTD, which began in 1965 as a luxury trim-package for the Galaxie, something which proved so popular it soon became model in its own right, encouraging a host of imitators from the mass-market competition, the most successful of which was Chevrolet’s Caprice (that innovation in retrospect the first nail in the coffins of the now shuttered Pontiac & Oldsmobile).  However, like Pontiac & Oldsmobile, Mercury would endure for decades, all three surviving before being sacrificed in the wake of the GFC and between the debut of the LTD and the end of the line, there were many successful years but the rationale for the existence of Mercury which had been so well defined in 1938 when there was genuine product differentiation and a strict maintenance of price points, gradually was dissipated to the point that with the odd exception (such as the wildly successfully Mercury Cougars of the late 1960s), Fords and Lincolns were allowed to become little more than competitors in the same space and the brand never developed the sort of devoted following which might have transcended the sameness.  By the twenty-first century, there were few reasons to buy a Mercury because a Ford could be ordered in essentially identical form, usually for a little less money.

Xylo-punk band Crazy and the Brains performing Lindsay Lohan, recorded live, Mercury Lounge, New York City, 2013.  Punk bands are said still not widely to have adopted the xylophone.