Models
Mercury made more than 100 different models in its distinguished history. Italian sedans and sports cars were often the subject of Mercury and most were in 1:43 scale. In fact, Mercury's competition with the fine Politoys M series in the 1960s was simply called "Mercury 1:43". Some British, American and German cars were offered, but also similar to Politoys M series, Italian Ferraris, Alfa Romeos, FIATs and Maseratis were common offerings. American cars seen were a Cadillac Eldorado, Lincoln Continental convertible, Studebaker Commander, a two-tone Studebaker Golden Hawk, and, later, a racing Chevrolet-powered Chaparral Prototipo 2F. The tiny Autobianchi Bianchina was unique, as was the 1957 Alfa Giuletta, or the Porsche 908 Nürburgring.
Mercury's first series of cars were mostly in the unusual 1:40 scale. Then, in the 1950's they standardized on the slightly smaller 1:48, which was similar to British Dinky Toys. Gradually windows and interiors were added. In 1962, they suddenly took the industry by storm with a Fiat 2300S coupe that had opening hood (bonnet) revealing a detailed engine, opening doors and opening trunk (boot). To have all these opening features in one car of this size appears to be an industry first, predating the rather similar Corgi Ghia L6.4. The model also featured glass headlights and a relatively detailed diecast base that could be unscrewed. The Fiat 2300S was also the first of the Mercury range in the scale of 1/43 which was becoming something of an industry standard. Mercury followed with a series of finely modeled cars with opening features, with particular emphasis on Ferrari and other sports and racing cars.
However, in 1965 Italian rivals Politoys who had previously specialized in plastic (and fiberglass) cars, brought out their "M" series of diecast cars. This was followed shortly by Mebetoys and the short-lived Edil; all these making diecast models in 1/43 scale. Many of the companies made the same model - for instance, the Mercury Alfa Romeo Giulia of 1966 soon had competition from very similar offerings from Politoys, Mebetoys, Edil and French Dinky (who had an overlap of distribution area). It was not surprising that not all the Italian diecast companies could survive.
Cars were the mainstay of the company but some commercial vehicles were available like the earlier Autocarro Ciclope, a long Saurer moving van with opening rear doors and a Viberti tanker truck. These were offered in a variety of colorful liveries like A Welti Furrier AG for the Saurer van and the use of the attractive Agip logo for the tanker.
In Italy Mercury had the diecast toy field to itself until 1960 when Politoys first started with its own plastic vehicles. Between 1959 and 1964, Mercury moved toward 1:43 scale for models, leaving behind the larger 1:40. Models often had interesting choices of livery and racing detail. For example, the Ferrari 330P Monza open cockpit race car was offered in several colors including a Silverstone green with British flags, but also in yellow and the standard prancing horse red. The Ital Design Manta was another model not often seen in miniature. Sometimes doors and hoods did not match well to bodies, like on the Alfa Carabo Bertone's gull-wing doors, or the body shape of the Mercedes C-111 rotary, but the attempt was honorable and often the features were distinct compared to those seen in Politoys or Mebetoys. The Alfa Romeo Montreal Bertone was cast nicely, but perhaps not as well as the Politoys M version while the Spanish Pilen C-111 was done with better proportions than the Mercury.
Besides more exotic Ferraris, Maseratis and Alfas, the more humble fare of Fiat 600s, 1100 sedans, 850 standard and Bertone 128 coupes and sedans, and 124 sedans were offered, Alfettas and Lancia sedans were also produced. Among the most endearing Mercurys were the smaller scooters like the APE with delivery box, Lambretta delivery and solo scooter and the ubiquitous Vespa. Construction and farm vehicles were also offered.
Some of the newer models seemed to be attempts (if rather feeble) to compete with the snazzier Hot Wheels. The well-done 1930s Fiat Balilla roadster, for example was later hot-rodded with a V-8 engine, brash exhaust pipes and a roll cage.
