Rare Rides: This 1976 Mercury Monarch Is Both Grand and a Ghia

Corey Lewis
by Corey Lewis
rare rides this 1976 mercury monarch is both grand and a ghia

Our own Sajeev Mehta pointed out this grey brougham box the other day. He always keeps his ear to the pulse of the Internets for any old Ford, Ghia, or Ford Ghia vehicles which come up for sale.

It’s luxury and elegance on a Grand level! Come have a look.

Mercury was no stranger to using the Monarch name on cars; it first appeared in Canada in the 1940s. Ford rebadged higher-end Mercury vehicles and sold them over the border as Monarchs. Lower-level Mercury cars became Meteors (once Monarch disappeared; Ford provided the bodies earlier on). Canadians must hate the word “mercury.” But why?

In the United States, the Monarch nameplate was a short-lived one. On offer at Mercury dealerships between 1975 and 1980, the good people at Ford used the Granada as a starting place for an upmarket Mercury version. Mercury customers received a different grille and light arrangements front and rear, as well as luxurious trim. Trim is an important consideration for our Rare Ride today, as it’s the least common Monarch.

For the 1975 and ’76 model years, the Monarch was offered in the luxuriously equipped Grand Monarch Ghia trim. Intended to slot in right under the full-size Grand Marquis, the Grand Monarch Ghia was the only one to get four-wheel disc brakes. Additionally, a central hydraulic system supplemented the standard electrical system.

Leather was standard on all Grand Monarch Ghias. Your author would be remiss in failing to point out the luxury and exclusivity provided by the Ghia badge on the dashboard (and embedded in the richly landau-ed c-pillar).

Other standard features on the Grand Monarch Ghia included a leather steering wheel, special 14-inch multi-spoke wheels, whitewalls, a solid state ignition, and higher-quality carpeting and soundproofing.

This one’s equipped with the 302 V8, which was not the largest on offer. That honor goes to the 351 V8 of the same Windsor family.

The Grand Monarch Ghia was perhaps too luxurious for the Mercury M badge it wore on the front. While the regular Monarch’s official replacement was the Fox body Cougar for 1981, the Grand Monarch Ghia was replaced in 1977 by the Lincoln Versailles.

A brougham lesson on the dangers of being too aspirational, perhaps? The Lincoln Versailles was not available in Ghia trim, and that’s a step down no matter which way you look at it. Today’s Rare Ride is on eBay presently, and is yours for just $4,600. If it were brown, Sajeev would’ve clicked that Buy It Now button days ago.

[Images via seller]

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2 of 72 comments
  • MartyToo MartyToo on Mar 22, 2018

    What about that beauty called Beaumont? My college friend had one and I asked the question that had long bothered me. Was it a Chevy or a Pontiac? He looked perplexed, said he had never thought about it and then took the owners manual out of the glove box. The answer was no closer but it began a quest by my friend Dave which to my knowledge has never been answered. The closest we got too as answer was that it was neither. This reminds me of a 60's Mad magazine creation, The Cheviac, designed to slip into the GM lineup for those who wanted more than a Chevrolet but less than Pontiac. Mad's creation looked like...a Beaumont!

  • Road_pizza Road_pizza on Mar 27, 2018

    Funny how time changes one's views... when I was a young'en in the Seventies I despised the new-for-'75 Granada and Monarch even tho I was a true-blue Ford kid, but now I'd have no issue cruising one. Especially if it was one of these Grand Monarchs. Give me one in this particular shade of grey but make mine a 351W, thanks.

  • MaintenanceCosts I happened to follow an Air for a while this morning in traffic. It has a lot of presence, but it's still a sedan in a world where status-seekers only see SUVs. They have to get the Gravity out quickly if they're going to survive.
  • Oberkanone Why not open importation regulations to permit individuals to import vehicles that conform to modern safety standards?US, Canada, Republic of Korea, China, India, Brazil are recognized as having national regulations equal to UN Harmonized Regulations 3. If I were to import a VW Golf R Wagon from Germany it's not going to cause any harm to anyone any more than buying a GTI from local dealer.
  • MaintenanceCosts Just to provoke Tassos, I'll mention that I often get an Earl Grey tea from Starbucks. It's absolutely true that they're charging me $3.69 plus tax for 50 cents' worth of tea bags, but (1) the tea tastes surprisingly decent and (2) they actually give you two bags for a 16 oz cup, meaning the tea is strong enough to have an effect.It's also true that if you have $5 million tax-deferred and it's all in a 401(k), you're probably leaving quite a bit of money on the table. Few 401(k)s have low-load investment options available.I've always hated the taste of coffee. If I didn't start drinking coffee during the period of my life when I was reporting to work at 4 a.m. five days a week, I'll never start it.Traveling with kids, we will stop anywhere with an indoor playground. You can buy a couple hours of peaceful driving with half an hour of crazy running and climbing. My oldest is starting to age out of them, but he still enjoys them and he's probably got a couple more years before people start looking at him funny.
  • JMII Given the price of used cars these days this is a steal if all it needs is brakes and exhaust to be driven safely. I just bought a single 100ah lithium battery for my boat that costs more then this entire car! But with 265k the list of broke stuff is only going to increase. If you have access to Saab parts you could keep it on the road.
  • Dukeisduke Toyota Hliux with the turbo diesel. Hey, they sell them in Mexico! With manual or automatic! Toyota MX / Hilux