1954 Mercury Sun Valley - Just Arrived

1954 Mercury Sun Valley - Just Arrived

VIN: 54LA10104M serial number. Style: BR60F. Body Specifications: 28-467-5L-128. VIN decodes: 54=1954. Year of manufacture LA=Assembly plant. Los Angeles 10104=Sequential serial number M=Mercury Finished in Gleanoaks Green (Paint Code 12) and Parklane Green (Paint Code 15), this California car has had a complete restoration to high quality overall. There are a couple of paint nicks as illustrated in the photo gallery. Mercury for 1954 was virtually a totally redesigned car. To the casual observer it might appear as a face­lifted 1953 edition, but there was so much more under the skin. New engine technology was delivering nearly 30% more HP than the previous season’s V8, and using the same displacement. All new Ball-­Joint Suspension meant easier steering and better handling. With a bold front grille, wrap­around taillights, Mercury for 1954 was indeed new, but the biggest news was the see-­through hardtop christened the Sun Valley. This model featured a large Plexiglas panel that replaced the forward half of the steel top. A zip­in liner was included to help block the sun on those warm days. It was a bit of a novelty, and car buyers didn’t warm that much to these unique cars with just 9,761 sold in the USA, and only a few hundred produced in Canada. The 1954 Mercury Sun Valley was the beneficiary of one of the more memorable advertising campaigns of the 1950s. "The heart of a city at night gleams with its own stars of neon and marquee. This is a magnificent sight ... All the richness and color reaches you. Yet the intensity is softened, filtered by the tint of the plastic roof ... "You stop for a traffic light. You glance up through the top at the overhead signal. It turns green and you continue your pleasant journey -- completely, wonderfully at ease." The honeyed words came from a brochure Mercury created for the 1954 Mercury Sun Valley. Together with its counterpart, the Ford Crestline Skyliner, it was the first production car with a roof you could see through. Between the two of them, the "glasstops" found 23,000 buyers in 1954. Though Ford's version outsold Mercury's, the Sun Valley expressed the essence of the idea, the best form it ever took. Of course, the idea had many antecedents. Designers began thinking about "bubbletoppers" in the late 1930s, as plastic began to be accepted as a structural as well as decorative material. John Tjaarda, working for body-builder Briggs, developed the first such application -- a one-piece plastic top for a 1939 Plymouth convertible sedan. At Ford after the war, show car predecessors of the 1954 Mercury Sun Valley were the X-100 and XL-500, the latter a 1953 model with a transparent top bisected by a forward-leaning rollbar. As late as 1956, when the last production Skyliners were rolling off the assembly line, Ford exhibited the Lincoln Futura with its twin plastic cockpits. The 1954 Mercury Sun Valley received ample publicity, claiming "A freshness of view, a new gaiety and glamour, vast new areas of visibility, a whole new concept of light and luxury ... you're comfortably 'out of doors' all year long ... with that wonderful feeling of being fashionably first."

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For sale or trade. We welcome trade offers for other vintage cars and trucks. Easy financing available! We sold hundreds of classic vehicles since we opened. We can assist with all transportation arrangements. Motorland is a licensed classic car showroom and one-stop service center. Our service center offers repair, upholstery & interior restoration, body, paint, detailing, appraisal, vehicle locator, pick up or delivery, and storage.

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Odometer 74862
VIN 54LA10104M
Tires Firestone bias ply wide white
Wheel Covers Wire Wheel with Mercury logo
Steering Wheel Power Steering
Engine 255cid OHV V8 (Y Block)
Brakes Power Assisted Four Wheel Hydraulic Drum Brakes
Transmission Automatic
Fuel 2-barrel carberator

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