Can anybody date this?

Straw Boss

Well-known Member
I'm thinking Monarch was Ford's crawler
line. I'm hoping one of you can verify
this. I'm hoping this will help narrow
down the age of this piece but I don't
know much about the Ford history. Any
thoughts? Thanks.
a198516.jpg
 
I guess I should've googled it first. Looks like Monarch was 1946-1980 automobiles.
I'd still like to narrow it down to a certain decade. Is that possible? Any guesses?
 
It was the Canadian version of Mercury sold in Canada from 1946-1957 and again from 1959-1961. It was dropped for 1958 because Ford thought Edsels were going to be in big demand. It disappeared in 1962 never to surface again.
 
That parts book stand is worded like each of the names is a division of the Ford motor Company

Ford
Monarch
Mercury
Lincoln
Tractor

Ford did have a separate car division called Monarch from 1946-1961, so I would guess that it is from some time in that range of years.

The US car companies like to re-use names in different things, like GMC used "Sierra" as a trim package name for their old C/K truck series and later change to using "Sierra" as the name for the entire pickup truck model line. So later, after the Monarch division no longer existed, the Monarch name was not used again until Ford used the name Monarch on an individual car model under the Mercury brand from 1975-1980, but I wouldn't think that they would list an individual car name on that parts book stand like that when all of the others are names of divisions, so I'm reasonably sure in assuming that the stand is from 1946-1961.

The odds are that it's from some time in the 1950's if you're looking or a specific decade, as the Monarch division existed for only 16 years, and 10 of those years were during the 1950's decade. There's a 12.5% chance that it is from the 1960's, a 25% chance it is from the 1950's and a 62.5% chance that it is from the 1950's.
 
Sean, I thank you for this information. This is just the info I was looking for.
The whole Monarch vs. Mercury Monarch thing was confusing until you cleared that up.

The only thing I'm still wondering is....if the Monarch was the Canadian built version of the American built Mercury, then why are
both names on the book holder? Wouldn't it be one or the other? Did some border dealers sell both lines? Or did they simply just
service both? Any guesses?
 
This has nothing to do with your parts book but let me really confuse you.

Monarch is also a British made tractor that used a ford engine.
There is also a American Monarch tractor but that is part of Allis-Chalmers.

Mercury and Lincoln were also tractor manufactures from the early 1900's

All those names have been around the block several times.
 
Thanks John. That's why I was thinking Monarch was Ford's crawler line. Now that I think about what you said, it's coming back to me that Monarch was AC's crawler line.

Since this rack is a Canadian creation, I wonder if I'll find a collector around here in the states interested in it? Not many Monarch autos running around South Dakota.
 
Just look up some of the parts--Flat head engines were used up to 1953-54; suspended brake/clutch pedals from 1953 on; dual headlights from 1958 and on--Should be able to narrow it down.

Ben
 
(quoted from post at 22:45:57 08/17/15) Just look up some of the parts--Flat head engines were used up to 1953-54; suspended brake/clutch pedals from 1953 on; dual headlights from 1958 and on--Should be able to narrow it down.

Ben

I'm thinking that the parts pages in the books on that stand probably won't reflect the age of the stand itself. Most dealerships back then got a stand like that once and then got new books to put in it every year for several years, and while the original books that came with the stand probably covered models for at least a few years prior to the stand being installed at the dealership, as time went on the older books were removed so the books for the more recent models would be able to fit.
 
I didn't mention the books because the man I bought it from said they were some random books he had laying around so he put them in
there mostly for show.
 
During that era there was a Mercury truck. Also a Meteor Car.
There were both Fordson and Ford tractors.

The Meteor was like a Ford, the Monarch was like the US Mercury.
The Mercury truck was like a Ford truck

Meteor, Mercury trucks, and Lincoln were sold together,
Ford, Ford trucks, and Monarch were sold together.

Usually the Ford-Monarch dealer also
sold the small Ford tractors, and probably the
Fordson Majors, as well.

It had to be a pretty small town that didn't have
a Ford dealership.
 
Since they don't mention the Meteor, which came out in 1949
and the Monarch was introduced in 1946. I'd say it dates to about 1948.
Since cars and trucks were still rationed, I don't see much
reason to put doodads in the dealerships.
 

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