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As of April 2025, the classic truck market continues to see strong interest in rare, off-brand models. Among them, Mercury pickup trucks — often overshadowed by their Ford F-Series cousins — are drawing serious collector dollars. While most American car enthusiasts associate Mercury with cars like the Cougar or Grand Marquis, few realize the brand built a full line of M-Series pickup trucks from 1946 through 1968. These trucks, largely sold in Canada, are now coveted anomalies at auctions.
Mercury’s truck journey began in 1946, two years after Ford’s own F-Series launched. For the first two years, Mercury trucks shared chassis with Ford’s full-size cars. The real shift came in 1948 when Mercury introduced the M-Series, mirroring Ford’s first-gen F-Series. The naming scheme often reflected Gross Vehicle Weight Rating (GVWR) divided by 100. For example, a 4,700‑lb GVWR truck became an M-47, and a 6,800‑lb model was an M-68. Later models like the M-100 evolved directly from the earlier M-1 designation.
Mercury ultimately ended pickup production in 1968, while Ford continued the F-Series through 13 generations and counting. The brand itself was discontinued in 2011, making Mercury trucks even more niche in the collector world.
Current Market Snapshot
According to Classic.com’s track record of 27 Mercury truck sales over the past five years (through late 2024), the average sale price sits at nearly $27,800. The lowest recorded transaction was $10,000, while the highest peaked at $57,200. The most recent sale — a custom 1949 Mercury M-68 — hammered for $42,560 in August 2024. That truck featured a big-block 460 V8, C6 automatic, positrac rear end, plus modern amenities like tilt steering, cruise control, power seats, and A/C. Its stretched cab and chopped bed with oak flooring made it a one‑of‑a‑kind build.
The highest sale on record is a 1964 Mercury M‑250 that crossed the block at Mecum Auctions in May 2021. This red‑and‑white 4x4 packed a Cummins diesel and Allison automatic transmission, with Warn locking hubs. It sold for $57,200.
Exclusive Collector Insight
Beyond auction data, Mercury M‑Series pickups have a dedicated following among Canadian collectors. “These trucks are rarer than Ford’s, but often trade at a slight discount because parts can be harder to find,” says vintage truck restorer Dave Morrison of Alberta. “We’re seeing more interest from U.S. buyers who want something unique at car shows.” Indeed, originality is key: unmodified Mercury M‑Series trucks in solid condition are now fetching premiums over heavily customized examples, as collectors seek to preserve the last survivors of a vanished brand.
For perspective, a comparable 1948–1952 Ford F‑1 in similar condition might sell for $25,000–$35,000, while a Mercury M‑68 can command $30,000–$45,000 depending on provenance. The rarity of the Mercury badge, combined with its link to Ford history, adds an extra layer of desirability.
Why Mercury Trucks Matter Today
The revival of interest in Mercury pickup trucks stems from broader trends: baby boomers recalling their parents’ Canadian farm trucks, and Millennial collectors seeking affordable alternatives to the Ford F‑1 that still turn heads. With fewer than 1,000 Mercury M‑Series trucks estimated to remain on the road, every sale is now an event. Auction houses like Mecum and RM Sotheby’s have started featuring them more prominently, and online platforms like Bring a Trailer list one or two per year, often exceeding reserve prices.
Verdict
Mercury’s M‑Series pickup trucks offer a compelling entry point for classic truck collectors who want something different. With an average value hovering near $28,000 and top examples breaking $57,000, they represent a still‑undervalued segment of the market. As the years pass and the brand fades from living memory, these trucks are likely to appreciate further. For now, a well‑preserved Mercury M‑100 or M‑68 is both a conversation starter and a sound investment.
[Image: 1949 Mercury M‑68 pickup at auction – courtesy of Classic.com]
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Read the original report on SlashGear.
