There's an old joke about the fact that "women always complain because you don't pay attention to them. So, you do and, the next thing you know, she takes out a restraining order."

For years, the public complained that a Mercury was nothing more than fancified Ford and the company wasn't paying enough attention to its mid-priced brand. Francis 'Jack' Reith, one of the Ford Whiz Kids, decided to change all that. In 1955, Reith proposed separating Mercury from the Lincoln Division for the 1957 model year and using the soon-to-be Edsel to create an entirely new division to launch in late 1957. Jack Reith became the new Mercury Division's general manager in 1955.

There was, at the time, a concept car under development - the Mercury XM Turnpike Cruiser, which made its public debut at the Cleveland Auto Show in January 1956.

The XM looked nothing like Mercs of the past nor any other Ford Motor Company product, for that matter.

Reith gave the 1957 Mercury line many of the styling cues from the XM show car. Radio and television ads of the period included the catchphrase 'Dream Car Design'. The top-of-the line '57 Mercury was a new, gadget-laden, near-luxury model named the Turnpike Cruiser, which featured a wrapover compound-curve front windshield, a retractable, reverse-slant rear window and a 49-position driver's seat.

Mercury was moved upscale to make room for Edsel Ranger and Pacer at the lower end of the medium price field. The Merc was now was priced to compete with the Olds 98, Buick Super, DeSoto Fireflite and Chrysler New Yorker. In order to promote the brand, Reith negotiated with the Indianapolis 500 racing officials to have a '57 Turnpike Cruiser convertible be the official pace car for that year's race.

The 1957 Mercury shared little with its lesser Ford brother. Mercury was further distanced from its Ford brethren through a completely new and separate line of bodies. Mercuries were larger and rode on longer wheelbases than Fords. Mercury offered a pushbutton transmission selector known as Keyboard Control. All '57 Mercury wagon models featured a pillarless hardtop design.

The car opened to rave reviews by the automotive press. Tom McCahill road tested a Turnpike Cruiser model and was impressed with its quad headlamps and dual exhausts. Calling it a "Space age design for Earth travel," he reported that the vehicle "had all the roadability of a rubber-soled gazelle and could handle drifts and slides with the sureness of a competition sports car."

Motor Trend magazine described its pair of 1957 Mercs as "two of the smoothest and quietest riding cars we ever tested."

Despite the promotion and the favorable press, the 'Dream Car Design' Mercury bombed in the marketplace. Sales of '57 Mercs plunged almost 13% in a market that was up sharply overall. The 1957 models, '58s and even the heavily-restyled 1959 models tanked. Mercury never gained back its historical share of market until the Turnpike Cruiser styling was junked. Examine the data:

Even with the addition of the new 1958 Edsel line, FoMoCo had suffered significant sales losses in the mid-price market segment. The public had spoken ... and taken out a restraining order against Mercury.

Mercury was folded back into Lincoln, reforming the L-M Division. The 1960 Mercury offered indistinctive but inoffensive styling. Edsel was discontinued after a short run of 1960 models. The Ford/Mercury sales ratio returned to historical norms. Jack Reith left Ford Motor Co. to run the Crosley Division of Avco, which made Crosley televisions and Shelvador refrigerators. Reith committed suicide a few years later.

I have several 1957 Mercury scale models including a very nice 1:43 Turnpike Cruiser made by the British firm, MiniMarque. (posted 5/31/13)