Here's the greatest yet - new 1953 Mercury 

Welcome to the 1953 Mercury

Monterey Special Custom Coupe

Monterey Special Custom 4-door Sedan

Monterey Special Custom Convertible

Monterey 8-Passenger Station Wagon

Custom 4-door Sedan

Custom Sport Coupe

Custom 2-door Sedan

Accessories

Balanced Performance

Choice of Three Transmissions

Specifications

Unified Design

Lucy Gets A New Mercury

Using the 1953 Mercury's Touch-O-Matic Overdrive

Touch-O-Matic Overdrive provides a fourth or "cruising" speed which permits lower engine speed to give greater fuel economy, longer engine life, and quieter operation.

To operate in Overdrive: Push in the Overdrive T-handle located below the instrument panel and to the right of the steering column. This may be done when the car is standing still or in motion. Then, at any speed above approximately 26 miles per hour, release the accelerator momentarily. The Overdrive gears will change automatically to the fourth or "cruising" speed.

For Extra Acceleration: When passing cars or climbing steep grades where an extra burst of power is required, push the accelerator all the way down to the floor. This operates an electrical "kick-down" switch located under the pedal. Then hold or release the pedal only enough to maintain speed desired. To return to Overdrive, release the accelerator pedal momentarily. Overdrive return is automatic.

Reverse Gear: When the car is in reverse, the Overdrive does not operate regardless of the position of the Overdrive T-handle.

To Lock Out the Overdrive: If the car is standing still, simply pull out the Overdrive T-handle. If car is moving below the Overdrive cut-in speed (approximately 26 miles per hour), accelerate slightly and pull out the Overdrive T-handle. When the car is moving above Overdrive cut-in speed, push the accelerator all the way down; hold it until you feel the change to conventional drive; and then pull out the Overdrive T-handle. The Overdrive should be "locked out" (out position) when driving on slippery roads, descending steep hills, or when having the car towed or pushed to start the engine.

*Touch-O-Matic Overdrive and Merc-O-Matic Drive are optional at extra cost on all 1953 Mercurys.

Mercury offers 3-way choice of proven transmissions. 

1. For smoothest going ever- Merc-O-Matic Drive 

EASIER TO DRIVE - Merc-O-Matic* is fully automatic in all normal driving, so all you do is start the engine, movethe selector lever, and step on the gas. You move the finger-tip lever down for forward driving in Dr and Lo. Move it up for Reverse and Park. With these simpler, easy-to-use controls and Merc-O-Matic's fluid-smooth power, you'l find new safety, driving pleasure, and relaxation in Mercury with Merc-O-Matic Drive.

SMOOTHER OPERATION - Fully hydraulic Merc-O-Matic Drive gives you smoother, quieter operation because all power flows through a cushion of oil. There's no mechanical connection between engine and drive shaft. Merc-O-Matic starts smoother. Shifts smoother. Cruises smoother. You never hear gear shifting or know when it occurs. Merc-O-Matic responds instantly to touch of your toe on accelerator. There's no lag or hesitation as you start out, pull away in traffic, or accelerate to pass another vehicle.

MORE EFFICIENT - Merc-O-Matic gives you the best combination of fluid torque converter and planetary transmission gears. Multiplies torque automatically, according to power needs. Always selects best gear ratio. Shifts at exactly right time so you get better mileage from your fuel. An advanced and proven design, Merc-O-Matic has all the best automatic transmission features. It is built to give you long, dependable service. Runs cooler, quieter, and more efficiently. Has its own air cooling system.

2. Gas-saving Overdrive

 PROVEN ECONOMY: Mercury's Touch-O-Matic Overdrive*, in effect, provides a fourth gear for cruising. With the efficient Mercury V-8 engine, overdrive gives quiet, smooth performance, and amazinf fuel economy. Saves up to 20% of your gas and gives you as much as two extra gallons in every ten. In AAA-supervised Mobilgas Economy Run, Mercury, with optional overdrive, has averaged best in ton-miles-per-gallon performance in its class for three straight years; has won sweepstakes award two times out of three.

3. Silent-Ease Standard Transmission

DEPENDABLE - A smooth, easy-shifting standard transmission, Mercury's silent-ease standard gives you quiet performance, long life, and better fuel economy. Has three forward speeds and reverse. Second and third gears, which are in constant mesh, are engaged by synchronizers so gear clashing is practically impossible. Helical-cut gears of "balanced-tooth" design and large contact areas assure greater durability and effortless shifting. Gear shift, mounted on steering column, operates in familiar H-pattern.

Driving Your Mercury

• GASOLINE TO USE: Your powerful Mercury engine is designed to give peak performance and maximum efficiency on any good grade of "regular" gasoline.  You do not need to use higher-cost premium  fuels.  In order to  avoid condensation of moisture in the fuel tank,  it is usually a  good practice  to have  the gasoline tank filed at the end of the day or at night, instead of in the morning.

• BREAKING-IN PERIOD: When you drive your new Mercury for the first time, you will find it hard to hold back. Its highly responsive, powerful V-8 engine may tempt you to drive at high speeds, and challenge you to fast starts. The first thousand miles, however are extremely important to the future performance of your car, and a little care and caution during this breaking-in period will mean longer car life, better operating economy, and greater motoring pleasure.

Get the facts and you get the greatest yet - the new 1953 Mercury