Video: Professional Chauffeurs Choose the 1972 Mercury Marquis

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In this Mercury campaign, a panel of 50 professional limo drivers compared the Mercury Marquis to a German stretch limousine, and here is the unsurprising result.

 

Ah yes, the old blindfold trick. The gimmick has been used in countless print and film campaigns by the automakers, including Lincoln-Mercury more than once. This time around, 50 professional chauffeurs were blindfolded and asked to compare the 1972 Mercury Marquis to a “$34,000 European limousine” (a Mercedes 600 Pullman, but unnamed here) for sound levels and ride comfort. And wouldn’t you know it, 36 of the pro wheelmen chose the Marquis. And the results were certified by the Nationwide Consumer Testing Institute, so we know it’s on the level. Right?

In truth, the full-sized Ford Motor Company products of this period were indeed tuned for an especially plush ride, so it’s not so surprising that American chauffers would genuinely prefer the Marquis over the longer, more firmly sprung Mercedes. Interior sound levels, too, were a special focus in Dearborn product development at the time—and a recurring theme in the carmaker’s marketing across the brands.

The Marquis had much to offer in ’72, with styling and features similar to the Lincoln Continental but at a far more reasonable price. Standard equipment included power windows, steering, and brakes, a vinyl top, and fender skirts to provide the formal look signifying a luxury car of its time. While sales paled in comparison to the even more reasonably priced Ford LTD, the Marquis and Marquis Brougham did well enough for Mercury, generating more than a quarter of the brand’s volume for 1972. Video below.

 

5 thoughts on “Video: Professional Chauffeurs Choose the 1972 Mercury Marquis”

  2. A memorable series of commercials, along with the one featuring the mink coat with a beaker of acid balanced above it, and the most famous of all, the one with the Cartier jeweler cutting a $125,000 (almost $1 million today) diamond in the back seat (“Perfect! Beautiful!).

    Which of course was hilariously spoofed by Saturday Night Live with the jeweler replaced by a rabbi performing a bris milah.

  3. Q; Whats the worst thing to hear from a rabbi performing a bris milah?

    A; Oops

  4. I think MCG pretty much defined it’s audience here. SNL was probably one of the most defining series in TV for baby boomers. Being Jewish, the “bris” skit hit home. I don’t think my parents thought it was funny, but we did, and the 1st thing I thought of too when seeing this. In case some don’t know, a bris is a Jewish barbaric ritual circumcision, many are opting out of today. And how this ties in to MCG is a mystery.
    Shifting gears some, ride was an all important hot button in the 70s. In case some don’t remember, roads then were in pretty bad shape. 4 lanes were new, but our 2 lane roads dated back before the war. I started driving semis then, and remember roads being so rough, I couldn’t sit down. Ironically probably caused by the very R model Mack I was driving. All the car companies boasted about ride, something we don’t really think about today. TV car ads were a big business. VW and AMC had the best. They, with real life situations, sold a lot of cars.

  5. I remember in 72, my Aunt and Uncle were looking at cars and checked out Chrysler, Marquis and Buick Electra and bought the Electra

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