Mercury was a car brand of the ford motor company launched in 1938 by edsel ford, son of henry ford, to market entry-level luxury cars slotted between ford-branded regular models and lincoln-branded luxury vehicles, similar to general motors' buick (and former oldsmobile) brand, and chrysler's desoto division. from 1945 to 2011, mercury was half of the lincoln-mercury division of ford; however, for the 1958-1960 model years, the lincoln-mercury division was known as lincoln-edsel-mercury with the inclusion of the edsel brand. through rebadging, the majority of mercury models were based on ford platforms. the name "mercury" is derived from the messenger of the gods of roman mythology, and during its early years, the mercury brand was known for performance, which was briefly revived in 2003 with the mercury marauder. the brand was sold in the united states, mexico, puerto rico, u.s. virgin islands, and the middle east. in 1999, the mercury brand was dropped in canada, although the grand marquis was still marketed there wearing a mercury badge through 2007. the mercury brand was phased out in 2011 as ford motor company refocused its marketing and engineering efforts on the ford and lincoln brands. production of mercury vehicles ceased in the fourth quarter of 2010. the final mercury automobile, a grand marquis, rolled off the assembly line on january 4, 2011.